Question

Topic: Strategy

Looking To Expand Our Designs Via Licencing

Posted by CelebNow on 8/30/2012 at 1:37 AM ET 500 Points
Hello All
We want to expand our designs (currently on apparel and jewelry) to broader markets.
We currently offer t-shirts and sleepwear and would like to expand onto other lines. Our logo design was put onto swimwear last year.
Any ideas on how to go about attracting licensing alignments? Or where to find businesses that would see the value in combining our markets? Any assistance or points in the right direction are appreciated!
Thanks
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  • Posted by SteveByrneMarketing on 8/30/2012 at 1:58 AM Member
    I think you have it backwards.

    The more passive route would be to develop something to 'attract licensing alignments'. The more proactive route would be to identify the licensing agents and firms specific to your industries and contact them with with a summary plan, and then learn their level of interest.

    The good ones receive hundreds of inquiries like yours. You will need a very compelling story to catch their interest.

    Steve
  • Posted by CelebNow on 8/30/2012 at 2:09 AM Author
    Hi Steve
    We realize that the "big boys" come to you AFTER they see a value.
    I was more thinking of getting some "outside the box" ideas.
    Maybe aligning with newer or aspiring designers. People or companies who would benefit from our customer base and we benefit from expansion into a new market or fashion.
    Thanks for the feedback
  • Posted by SteveByrneMarketing on 8/30/2012 at 2:15 AM Accepted
    The process is the same. Identify the "newer or aspiring designers". Then go talk with them to learn what they need, what they are looking for in licensing designs.

    good luck

    Steve
  • Posted by Jay Hamilton-Roth on 8/30/2012 at 8:32 AM Accepted
    As Steve has suggested, you start by targeting a few companies who have licensed designs similar to yours and then pitching them for why they should license yours.

    If you're trying to create a groundswell for your designs, see how much traction you get from social media. How many FB fans can you sign up? How many people are willing to put your designs on their coffee mugs, etc.? Then you can approach companies with a built-in community to create a win-win.
  • Posted by Gary Bloomer on 8/30/2012 at 7:46 PM Accepted
    The secret here is: who, within any given market, is buying your kinds of designs and why? What does the flying of YOUR design colors signify or proclaim? Nail this and do so with original art work and you're golden.

    What common flag does this group rally under? What specific niche, interest, mindset, subculture, or event are they aligned with, why are they aligned, how much do they spend, and how often do they spend it?

    To succeed with licensed design work you need an army of ken buyers who are price immune that marches to the beat of a specific drum, be it Ultimate Fight Club, the rock band KISS, Disney, whatever (and note here, and for your own protection: I suggest you do NOT stray into ANY of these niches).
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