Total Licensing Winter 2007 - (Page 98)

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After developing a wide range of products in the early 1990s, the company achieved international recognition by taking a corporate strategy and expanding the list of products offered and geographical coverage without ever compromising quality. Operations have evolved in the ensuing years to accommodate this strategy and today’s internal functions include all aspects of licensing from legal to marketing to design, providing licensee partners and agents with the best support possible. 2006 was a very important year for Lamborghini lovers, as it marked the 40th Anniversary of Miura, one of the most admired sports cars in the world. This anniversar y gave Tonino Lamborghini’s licensees the chance to present dedicated collections under the Anniversary trademark. All collections were produced in limited editions and presented in May at the Ferruccio Lamborghini Museum and Palazzo del Vignola, the 16th Century villa that is the Lamborghini headquarters. The celebration was a huge success with Italian industry press in attendance along with many of the company’s trade partners from Italy and abroad. From a consumer product point of view, 2006 was also a stellar year, both in terms of results and innovative licenses. One such license is with Iper Peccati di Gola in Italy for a series of Cafés. In 1994, long before coffee and delis were perceived as a logical step for Italian fashion brands, Tonino Lamborghini combined its brand with an offer of the best of Italian flavors. A few years later the brand became the integral part of new mono-brand cafés. In December 2005 two new cafés were opened in Rimini and Cassino Rome . Both cafés immediately enjoyed strong customer support. They represent two of the three licensed venues studied to penetrate this fast growing market. The Café Corsa focuses on ‘coffee on the go’ whereas the Road Café offers a wider selection and is located near major communication junctions. In February 2007 a third opening will provide the launch of the Coffee Lounge formula. These will be marketed towards a longer staying customer and will only be positioned in the best international hotels and cities. The first is within Hotel Ilga, located in Parma. A further major license for 2006 has been for European footwear with IN Srl, based in Italy. IN Srl has held the footwear license for four years and results have always been positive. During the last season, the company decided to shift the perception of Tonino Lamborghini footwear to exclusive and trendy. This was achieved through a combination of new designs, advertising, PR, and important testimonials. Both licensor and licensee decided not to attend Micam the number one footwear and leather show in Italy , but instead chose to present the new collection during a special event at the Ferruccio Lamborghini Museum. The event was a huge success and expanded the selected reseller network further, to the point where it accounts for more than two hundred of the best independent retailers nationwide today. In September, IN Srl celebrated the opening of a prestigious showroom in the heart of Milan to welcome the many trade partners, who are setting up distribution within key European markets. On the apparel side, the brand is enjoying success in Hong Kong and China through licensee Bestime Ltd. Despite the fact that Hong Kong is a very competitive marketplace, the Bestime apparel and accessories line has been one of the brand’s front-runners from the very beginning. Last March they opened a new location within the prestigious Landmark hotel in Macau raising the number of flagship stores in the Hong-Kong and Macau area to twelve. Two further openings are scheduled early this year. In addition, the brand enjoys substantial exposure through many aisles and corners in the best department stores and all of the shops keep the signage consistent, which ensures continuity of distribution across the China mainland. On a different tack, a further successful license has been for safety equipment and apparel through Italian licensee Track and Go. Work safety products are subjected to fast technological innovation, legal requirements that are in constant evolution, and, over and above the requirements, customers expect them to be attractive and fashionable. The brand’s long and diverse industrial history and its original style have quickly produced a major product line which is positioned at the top of its market. In 2006 the Italian distribution network exceeded three hundred authorized resellers, and exclusive distributors have recently been appoint- 98  Warning : Unknown : The session id contains invalid characters, valid characters are only a-z, A-Z and 0-9 in Unknown on line 0 Warning : Unknown : Failed to write session data files . Please verify that the current setting of session.save_path is correct /var/lib/php/session in Unknown on line 0

Table of Contents for the Digital Edition of Total Licensing Winter 2007

Total Licensing Winter 2007

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