Canadian Retailer - The Marketing Issue - 53

Licensed partnerships

One increasingly important aspect of brand licensing is the "direct-to-retail" (DTR)
deal, in which a retailer-rather than a third party supplier-is the actual licensee. A
great example is the relationship bewtween Walmart and publishing giant Meredith
Corp. Walmart licenses the brand of one of Meredith's iconic magazines, Better Homes
and Gardens, for merchandise categories including bedding, bath, window, home décor,
outdoor furnishings, lighting, among many others.
Licensing is a key tool in differentiation, both for licensees and for the retailers who
carry and sell the goods through to consumers. Many manufacturers take on licenses
in order to create a new line for a particular large retail customer, or to service a particular class of trade without upsetting a previously existing distribution plan.
Retailers' awareness and attention to the whole concept of licensed merchandise
will prompt any number of actions but will most naturally lead to a consideration of
which brands to carry, how extensively, and how to negotiate territorial, category,
or even total exclusivity for the
brand or the specific products
that are chosen.
So, take a look at evaluating
your inventory and sales with a
different focus, and you may be
surprised by the presence and
importance of licensed merchandise on your floor. Closer scrutiny and analysis will prompt decisions about certain brands and
research on others that may be
added to the product mix. Used
effectively, licensed brands will
target and attract consumers
retailers covet most and raise
overall interest and margins.
LIMA Canada is the Canadian office of the International Licensing Industry Merchandiser's Association (LIMA), the global trade association for
companies in the business of trademark licensing,
with more than 1,100 member companies in 35
countries. LIMA Canada was formed in 2016 with a
goal of developing the understanding, activity and
influence of licensing and licensed merchandise
in Canada. Networking and educational events
bring together businesses and professionals from a
variety of industries, including retail, manufacturing
and marketing. For more information about LIMA
Canada, contact Andrew Menceles, Director, at
amenceles@licensing.org. For more information on
LIMA globally, visit www.licensing.org.
Andrew Menceles is Director of LIMA Canada, and
President of Toronto based licensing agency,
JAM Brands Inc.

www.retailcouncil.org/cdnretailer

THE MARKETING ISSUE

| CANADIAN RETAILER | 5 3


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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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