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Article: Licensed apparel business undergoing a makeover with focus on direct-to-retail exclusives and less celebrity.
- Article from:
- Marketing to Women: Addressing Women and Women's Sensibilities
- Article date:
- November 1, 2009
CopyrightCOPYRIGHT 2009 EPM Communications, 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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As Project Runway famously opines, "One day you're in. And the next day, you're out." In the licensed apparel business, it appears celebrity deals are yesterday's news, while direct-to-retail exclusives are all the rage. Also:
* High-end and mass channels continue to blur more than ever;
* Direct-to-retail (DTR) is showing early signs of wearing thin;
* Designer and celeb exclusives are still hot, but require more than a name on a label;
* Business is polarizing into fashion-centric lines based on fashion-based properties, with everything else left to T-shirts.
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