DTR AND LICENSING the retailers get a continual supply of unique, aspirational products to sell at competitive margins. The possibilities and opportunities to create and develop private labels using DTR licensing partnerships are seemingly endless. This is set to continue, as long as retailers and licensors remember that consumers are becoming increasingly sophisticated. The winners will be those who provide them with a product that not only delivers on cost but also gives them a memorable experience that leaves them wanting more.
About Alfilo: known cultural institutions in the world, such as The Metropolitan Museum of Art, Museum of Fine Arts, Boston, the V&A, the National Gallery and The British Museum, who license their IP directly to e-commerce giant Alibaba in China. To make the most out of these relationships, our creative teams in Los Angeles and Shanghai develop annual creative themes, related to real fashion and lifestyle trends, and use these to create uniquely crafted designs to elevate their private label merchandise. The themes are used to create a portfolio of prints and patterns inspired by museum artefacts, and supplemented with narratives about the museum objects. For example, we recently launched the 2020 themes for The British Museum: Electric Egypt, East Side Story, Greek Legends and Pop Voyage.
ically, the cultural institutions enter a new market via a very established platform, while the retailers can offer consumers a stream of unique products. When done correctly, DTR licensing partnerships can be a winwin situation for all parties involved as well as consumers, who get access to high quality and unique products. There are other positive knock-on effects that come out of these partnerships. For example, the retailers are able to benefit from design inspiration and increased shop traffic thanks to the collection and brand name of the museums. Meanwhile, the licensors get more exposure of their brands and receives royalties while
Alfilo Brands is an industry leading consumer products company that holds exclusive licensing rights to many of the world’s leading art, cultural, fashion & entertainment properties. The global company has demonstrable expertise developing cutting edge, innovative & unique merchandising programs for licensed museum & gallery properties. They have partnered with many of the world’s leading consumer brands & retailers, allowing them the ability to share their intellectual property with fans of museums & galleries around the world. Headquartered in Los Angeles, California, with 3 support offices in China (Shanghai, Beijing, & Guangzhou), Alfilo Brands offers their unique design and intellectual property opportunities on a global scale to consumer brand and retail clients.
It’s the first time that the world’s leading museums are offering crafted art themes to retailers, who can subsequently use these IP assets to spice up their private label merchandise. Many of these retailers are market leaders in various market segments such as Amazon, Nestle and MI who launched a new smartphone inspired by 16th century Italian Maiolica pottery from the British Museum, which quickly became the most sought after smart phone label in May 2018. This kind of partnership is mutually beneficial. It allows the partners to engage a younger generation of shoppers in one of the world’s largest marketplaces. More specifTOTAL BRAND LICENSING
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