048-051_53_LSB_Summer 2020.qxp_NEW LSB 2008 GRID 05/07/2020 10:50 Page 48
The COVID-19 pandemic has affected every country across the globe. LSB chats to a selection of licensors and licensing agents from Europe, the US and Russia to find out more about how their businesses have been affected and how they see the rest of 2020 playing out.
OVERSEAS FEEDBACK Below: The licensing industry needs new ideas and strategies, says Hartmut.
An
international view
Italy: Hartmut Leger, founder, Garda Lakers
“We lost more than three months of business, however, we have developed some ideas for the upcoming season, sent out press releases in the B2B and B2C sectors and have undertaken some other activities. We have changed the Garda Lakers’ slogan from ‘Wind of Victories’ to ‘Tribute to Italy’ during this time, as a symbol of solidarity in these days, weeks and months. In addition, we sent out social distance greeting cards to our partners via email to stay in contact and bring us closer together. We have also created some designs that we have donated for solidarity shirts. However at the end of the day you need face to face meetings with your partners to push the business in the right way. The licensing industry needs new ideas and strategies, more brave and crazy collaborations, transparency and sustainable products to build brand trust and long-term relationships with the customers and fans.”
Italy: Maurizio Distefano, founder and president, Maurizio Distefano Licensing
“Business has gone down substantially compared to Q1 and Q2 of last year due to the Above: Maurizio says he has seen resilience lockdown and retail closures. from some licensees. However, we have seen resilience from some licensees which has helped keep the business running. The main change is the lack of face to face meetings with licensees and prospects. During the lockdown, we have been able to progress with and wrap up both new deals with licensees, as well as new IP representations expanding our IP offer to our customers. Retailers have all resumed business albeit with some measure in regards to social distancing, etc. Licensees have also resumed business and are eager to catch up with lost opportunities. In terms of challenges it’s been something of a chicken and egg story. In general, retailers are delaying payments to their suppliers including licensees, hence licensees are delaying their
Spain and Portugal: Guillem Rey, Caravanserai Partners
“In Spain and Portugal it has caused an enormous impact at all levels. Obviously, the fact that everything stopped all of a sudden has collapsed the market for almost three months. It‘s only now that we can start to see movement because the people are allowed to move and stores have opened again under severe restrictions. All activities related to tourism are suffering a lot, while others have been able to manage it somehow. A high percentage of companies were forced to reduce staff thanks to a special law that allowed them to do it to reduce costs. Others have simply closed. Limited amount of companies have been able to pass through without damage. Our activity has not stopped, as working from home is easy for us. We have been dealing with all partners, trying to help and find solutions to payments, renewals pending specific situations and so on. I am happy to say that all our licensors have proven to be helpful and positive and we have not left anyone behind. We have to learn from our medical staff and how they reacted and faced the problem without the proper tools. We have to do the same and I am fully convinced that licensing, one way or the other, will be as important as it used to be, even if it is under new rules and parameters.” Above: Activity at Caravanserai Partners has not stopped, says Guillem.
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LICENSING SOURCE BOOK EUROPE 2020