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IAN DOWNES, MANAGING DIRECTOR OF START LICENSING SPONSOR OF THE BEST BRAND LICENSED CHILDREN’S PRODUCT OR RANGE AWARD Brand Licensing’s Evolution: “I think brand licensing will become more popular and successful in the UK market over the next few years. It seems to be a sector in real growth. I think brand licensing provides licensees with access to proven properties that have a track record of success and well developed consumer audiences. For licensees looking to accelerate their company's growth, brand licensing is a great marketing tool and there are now lots of success stories to point to. It is a cost effective way of securing retail listings and consumer take up. I think we can be optimistic that this is a licensing sector that will continue to grow in a dynamic and innovative way - Start Licensing is delighted to be part of this exciting licensing trend.” Supporting The B&LLAs 2017: “Brand licensing is a core part of our business - we have experienced considerable success through licensing brands, such as Tango, J20, R Whites and Robinson's for Britvic. We also work with leading brands such as Monty Bojangles and Chewits. We have established strong and credible links with licensees in the sector. Companies such as 151 Products, Yumsh Snacks and Brand of Brothers were introduced to brand Above: Start facilitated licensing by us. Being part of The Bellas allows us to confirm and expanding the J20 underpin our commitment to the brand licensing sector. We have brand through licensing. recently started working with Nadiya Hussain and look forward to introducing Nadiya to the world of brand licensing. It is an exciting time to be involved in brand licensing and The Bellas is a fabulous showcase to be part of.”
Left: Ian Downes. Right: Russell Dever. Below: Giles Andrea and Heather Flynn, co-creators of Happy Jackson.
RUSSELL NEALE ANTHONY DEVER, MANAGING DIRECTOR OF THOSE LICENSING PEOPLE SPONSOR OF BEST BRAND LICENSED FOOD OR BEVERAGE PRODUCT OR RANGE AWARD Supporting The B&LLAs 2017: “TLP is delighted to support these prestigious awards which truly recognise the value of brands and the all important retail support for them. Good luck everyone.”
GILES ANDREAE AND HEATHER FLYNN, CO-OWNERS AND CO-CREATORS OF HAPPY JACKSON
ADAM BASS, DIRECTOR AND FOUNDER OF GOLDEN GOOSE SPONSOR OF THE BEST BRAND LICENSED CONSUMER HARD GOODS PRODUCTS OR RANGE AWARD Brand Licensing’s Evolution: “With retail’s greater emphasis on private label we expect more, bigger brands to look to licensing primarily as a way of demonstrating brand strength and growing channel power rather than just a source of revenue.” Supporting The B&LLAs 2017: “The B&LLAs are a way to reward the increasing professionalism of this growing marketing discipline, helping to ensure that high quality licensing is recognised by the whole marketing industry.”
SPONSOR OF BEST DEPARTMENT STORE OR MIXED RETAILER BRAND LICENSED RETAILER EXECUTION Brand Licensing’s Evolution: “The most important factor in brand licensing is relevance. Consumers have a keen sense of what works when you extend a brand - and, of course, what doesn’t. With Happy Jackson, we work with a very tight bunch of licensees who understand exactly what we’re trying to do, and why we’re trying to do it. Designing the products ourselves from scratch, and working with our licensees’ studios to realise these designs into products, we think, really helps. This creates an authenticity, which resonates with the consumer.” Supporting The B&LLAs 2017: “It’s only the second year, but the B&LLAs already feels like our natural home! This awards event is full of people who really care about that they’re doing. That's a great feeling - and it makes a big difference.”
Right: Golden Goose’s Adam Bass.
NICOLAS LOUFRANI, CEO OF SMILEY WORLD SPONSOR OF THE CATEGORY BEST SUPERMARKET BRAND LICENSED RETAILER EXECUTION AWARD Brand Licensing’s Evolution: “I see two different trends. One is the consolidation of brand and manufacturing. It is best illustrated by Lacoste, which for decades was a fully licensed apparel brand and is now fully integrated in the Maus group or Moschino, owned by its licensee Aeffe. In either cases secondary categories like shoes, sunglasses or watches are still licensed to third parties. The other trend is DTR. Major retail chains - from department stores to the discounters - are looking for brands to give a better perceived value to their private labels, can command higher prices and generate more margin as well as drive traffic to their stores with brands or celebrities that are appealing to different consumer groups.” Supporting The B&LLAs 2017: “We are supporting the Awards because we are a pure lifestyle-driven licensing brand and we fully support the way that the B&LLAs are recognising brands such as ourselves in the licensing space. The industry is no longer about being just a 'nuts and bolts’ licensing model, you need to be creative, innovative and push the boundaries and The B&LLAs is driving wider recognition of this and the excellence in this field. We attended the event last year and were really impressed. It created a great networking opportunity and also provides a dedicated event that elevates the great work being done in brand lifestyle licensing.”
07 BRAND & LIFESTYLE LICENSING AWARDS 2017