What better timing than the week of Licensing International to get our panel of international consumer products peeps to weigh in on the positive industry trends to watch out for in the next 12 to 18 months. Today we’ve got Leila Pirnia, VP of global brand management, DIC Entertainment and Karen Spitz, president, Licensing Link.
VP of global brand management, DIC Entertainment
We can now reach our consumers through multiple touch points that haven’t been available to us in the past. The industry has traditionally relied on television and film to create a mass splash and to capture the majority of eyeballs. These entertainment platforms are still the leaders at attracting the widest audiences, but with the advent of online, mobile and interactive platforms, companies can create, sustain and grow a brand through non-traditional outlets at lower costs and higher margins. These avenues create the ability to target specific audiences, introduce them to the brand, create a relationship and sell directly to the new fan base, providing companies with the option to bypass the crowded retail shelves altogether or eventually build the brand until it can land in mass retail.
President, Licensing Link
With fewer retailers and an ever increasing number of brands competing for shelf space, we think that in the years ahead, we will likely see more direct-to-retail, especially with known brands because every retailer is looking into new strategies to differentiate themselves. Kohl’s work in getting exclusive rights with brands like Vera Wang and the Food Network are terrific examples. Also, along with the challenge comes the new fun and creative side of licensing as licensors need to be more creative with partners and find new ways to leverage brands in order to be truly successful.