The Art of Licensing - June 2008 - (Page 17) been careful to stick very close to that strategy,” says Olds, who reveals that the biggest challenge is creating a growth plan that is in keeping with the capacity to develop new art. “Licensing has enabled us to invite new consumers into the Jim Shore brand that we might not otherwise have reached,” says Olds, who mentions that Shore is extremely particular about distribution and very loyal to the specialty retailers whose hard work and support made his success possible. “The best feedback we get is from consumers who find in the designs some expression of the love they have for their family,” says Olds. “The images Shore uses are taken from art that people have produced in their homes for generations. There’s a real connection from mother to daughter to granddaughter that people feel. A quilt isn’t just a quilt. It’s something grandma made that’s become a family heirloom.” Merchandising Story Shore is very active in developing retail presentations, including fixture designs and promotional strategies. Olds believes the key to merchandising is taking a simple approach—something that answers a retailer’s real need without having to go through a lot of effort. Designing fixtures that are easy to work with, versatile, and add color to the environment is also a key component. Generally speaking, Olds believes most retailers do a good job in today’s tough retail environment. One suggestion that might improve the Jim Shore business, in particular, would be for retailers to merchandise all of Shore’s licensed products together at the front of the store. The Jim Shore brand is extremely well known and has a very loyal consumer base. “We receive inquiries on a daily basis from consumers who want to see all the products that Jim is making,” says Olds. She believes the most important aspect is creating a “critical mass”— a meaningful statement of product. Summer 2008 THE ART OF LICENSING 17 http://www.cookiepaws.com http://www.cookiepaws.com
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