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WORLDWIDE TRENDS

Global Fashion Sales Grow 2.4% in 2014

By Glenn Demby

Global sales of licensed fashion goods grew 2.4% in 2014, according to TLL’s 2015 Licensing Business DataBook. Only two segments grew more: entertainment/character (4.8%) and sports (3.4%). At $37.9 billion, fashion accounted for 23.8% of all worldwide licensed sales, most of any segment (followed by corporate trademark at 21.7%).

TLL Survey respondents cited competition and the need for brand authenticity. “As private labels grow, customers are seeking authentic and unique brands,” says one multibrand fashion licensor. But authenticity isn’t easy to achieve. “Great quality and price are just the beginning,” says one licensor. “It also requires the right marketing message and plan to communicate it.” And even that may not be enough. “Today’s social media consumers consider not just price and product but also a company’s social consciousness and contribution to the community.”

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