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Article: Licenses putting neckwear in driver's seat: focus on moderate-price designers. (neckwear manufacturers use licensing as tool to garner retail space)
- Article from:
- Daily News Record
- Article date:
- March 6, 1992
- Author:
CopyrightCOPYRIGHT 1992 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK--Many neckwear manufacturers are rediscovering an old tool in the fight for retail space: licensing.
Makers say value-hungry consumers see labels as a plus. That assessment has fueled the momentum for licensing deals, especially in the designer area.
But unlike the '80s, consumers won't open their wallets just for a hot label. Industry executives stress the importance of unique fashions and sharp pricing, all of which increase the value of the ties.
One reason for a bigger interest in designer labels and licenses is that struggling department stores have trouble mounting winning private-label programs, executives said.
But ...