Canadian Retailer - The Marketing Issue - 52

PARTNER MESSAGE LIMA

LICENSING AS A
DIFFERENTIATION TOOL
As the velocity of change at retail moves into hyperspeed, the
ability of everyone in the merchandising and marketing food
chain to compete becomes more crucial than ever.
BY ANDREW MENCELES

RETAILERS are dealing with such forces
(among many others) as the rise of e-commerce; the advent of big data; and the ubiquity of mobile and social marketing, including the power that social media has put
in the hands of consumers and "influencers."
One of any retailer's primary ways to stand
out has always been to differentiate themselves from the competition, whether via
pricing, superior customer service, enhanced
product offering, convenient location, greater
selection, no-hassle return policy, or some
other factor.
One of these points of differentiation
may be the presence of margin-building licensed merchandise, whether overtly via a
toy licensed from the latest Disney movie or
Nelvana TV show, or less obviously when a
fashion brand is licensed into home goods or
leather goods. Licensing is a business model
that accounts for more than US$250 Billion
in annual sales of merchandise and services,
according to results of the most recent LIMA
Annual Licensing Industry Survey. Canada is
the sixth largest market in terms of sales of
licensed merchandise, at US$7.4 Billion.
Licensed opportunities

Differentiate your business through licensed product.

Retail businesses have a much higher percentage of branded
and licensed merchandise than one might think. Few formal
studies have been done, although the general consensus seems
to be that anywhere from 25 to 50 per cent of all sales at retail
involve branded and licensed merchandise. For some retailers,
such as those in the toy business, this figure is much higher.
Trademark licensing within consumer products is obvious
to all in areas such as the entertainment business or sports;
a Frozen doll or Toronto Maple Leafs souvenir puck would instantly be recognized as such by consumers and the trade.

52 |

CANADIAN RETAILER

| THE MARKETING ISSUE

But it's less apparent when, for
example, manufacturers of such diverse products as ladders and workboots license the Stanley brand-
well-known for tools. When Tommy
Bahama decided to start selling
sunglasses and watches, it went to
specialists in those categories to
manufacture and distribute those
products under license.


http://www.licensing.org

Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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