|
|
Article: License to thrive; a licensing deal with Polo Ralph Lauren can be golden for a manufacturer, as illustrated by the company'S thriving sunglasses and fragrance businesses. But, as the megabrand grows, such deals have become more elusive because the company is bringing products in-house to control its destiny.
- Article from:
- WWD
- Article date:
- October 15, 2007
- Author:
-
;
;
;
|
Copyright informationCOPYRIGHT 2007 Fairchild 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)
|
Byline: Whitney Beckett, Samantha Conti, Lindsay E. Sammon, Sophia Chabbott
Managing the Brand Extension
Over the last seven years, Polo Ralph Lauren Corp. has increasingly taken control of its own destiny, both by opening more of its own stores and by bringing a greater number of product categories in-house.
"As the company has grown and become more successful, our own core competencies increased, so it became more viable to run more businesses ourselves," said Jeffrey D. Morgan, president of Polo Ralph Lauren's product licensing division.
Polo takes back expired licenses or buys them back before expiration when "we feel we can add value to the businesses," ...
Related newspaper, magazine, and journal articles:
|