Looking at the supply chain, there are other areas where companies can create new competitive advantages. One of these areas concerns the extraction of raw materials and the supply of textiles. As we have discussed in other articles on fashion sustainability, material acquisition and textile production, two very important areas of application are for each fashion company. Textiles can contribute to the total value of a trademark by taking into account the following factors: Here is a simple definition: licensing is defined as the process of leasing a trademark or entity protected by copyright (the property) used with a product, service or promotion. Ownership is, in most cases, intellectual (immaterial). There is another rather vague statement in the decision which, although it does not in any way undermine the verdict, may give some indication of how a licensee can try to protect himself in circumstances such as those that Kardashian`s licensee claimed to have faced. The court wrote: “As with all contracts, trademark licensing agreements are subject to the general principles of contract law.” The Kardashians had terminated the license because, among other things, the taker would not have paid royalties. The licensee continued to operate the license and sold products with the Kardashian brands, stating in particular that “the termination of the licensing agreement by the Kardashians was invalid because the Kardashians first violated the licensing agreement . . .
. Fashion and luxury brands sell many product categories under the same name. From clothes to jewelry, perfumes and glasses. The question is whether they design, manufacture and sell all these categories themselves in a vertically integrated model? The answer is no. Most of them enter into licensing agreements. Today, we are going to talk about licensing. It is a widespread, contractual and even more widespread strategy in these sectors. Licensing is, can be defined as a marketing and brand extension tool widely used by large companies and small businesses and even startups. Entertainment, sports, fashion are the most visible areas where the license takes place. But don`t forget other areas as important for licensing, such as universities, colleges, cities, metropolitan areas with brands, museums. So I said that licensing is used in a very wide range of industries and product categories.
Today, we will talk about licensing on a specific timetable. First, we will introduce the concept of licensing and what licensing is, because the definition is very important to understand it. Secondly, we will focus on licensing beauty and eyewear, as these two categories are the most important for fashion and luxury. Third, we will ask who is doing what in licensing after introducing the concept of a licensee and a licensee. We will see what they do and how they share their activities. Next, we will look at the pros and cons of licensing agreements and the key success factors for managing a licensing agreement.