Brand licensing must be careful, both opportunities and risks

Many apparel companies have tried to use their brand licenses to start their own business, but it turns out that the brand's empowerment of this road is not a smooth one. What risks are companies likely to face? What advice do you have for companies that want to enter the brand licensing field?
It is undeniable that brand licensing is a quick success path for SMEs, but there is no shortcut to success. At the same time, it is obviously easy to have many problems. Yang Dawei, president of UTA Fashion Management Group, analyzed the possible problems in brand licensing and answered how companies can avoid problems.


There are two main types of brand authorization: one is cross-industry authorization, such as Disney's animation authorization, marching from the animation industry to the retail industry, and the second is the authorization of Montagut inside the apparel industry. There are many phenomena in China that are authorized now, but not many are actually able to bring good benefits to enterprises.


First of all, each company's cooperation method is different. It is difficult to define whether it is good or not. Enterprises must clarify their own goals. Brand authorization is undoubtedly a good way to use short-term profits solely for the use of authorization. However, this method is limited by time, life cycle and some other aspects, which will make it difficult for brand owners to control the brand and the market.


Second, the authorized company is in danger of being terminated at any time after the brand has been made. It is very likely that the brand licensor will find another partner. In addition, the authorization also constrains the company's own development space, and the authorized party is doing a better job and is also doing the same for others.


Authorized enterprises must choose their own brand, observe the other party's overall strength, have professional team, brand promotion efforts, etc., and combine their market performance.


Question: Pierre Cardin is a representative brand that uses the brand licensing method to expand the market. Will this business model be outdated in a rapidly changing market environment?


Yang Dayi: Like Pierre Cardin and Montagut, the first generation of companies that have reached the brand's authorization, they are still on the market today. However, it can be clearly seen that these apparel brands have minimal impact on China's overall apparel industry, and there is little chance for authorized brands to become first-line brands, and they are also very few in the world. The independent brands such as ZARA, H&M, and Uniqlo have great influence on the industry.


China's second-generation brand licensing companies, such as Playboy, JEEP, and Santa Paul, can only say that they have benefited from their own brand effects.


Authorized brands all have a natural weakness. Based on the cooperation mode of brand authorization, when the brand develops to a certain scale, it will quickly enter the bottleneck period of brand development. The reason is that many investment companies have weakened brand control ability and are uncertain about the brand's future. Direction of development.


When many brands of companies license different categories of products, they will have a corresponding position when selecting customers and they will be handed over to different companies for operation. But in the process it is easy to blindly authorize, which is undoubtedly tantamount to weakening the brand's cohesion, because the ability of authorized customers is different, the brand is difficult to grasp in the market, and ultimately deviated from the original goal.


For example, Pierre Cardin was originally an excellent brand in coats and men's wear. He is a world-famous brand, but blind expansion has caused the original brand value to plummet. Therefore, whether it is an authorized party or an authorized party, we must choose carefully for future development.

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Material:1.PRINTED PVC WITH FLANNEL BACKING BACKING                                                

PVC thickness: 0.06~0.10MM / customized size    

Flannel backing: 30g/m2, 35g/m2, 40g/m2, 45g/m2,50g/m2,customized                              

Tolerance: + / - 0.01mm                                                                    

Tolerance: + / - 5g/m2      

Product Size Table


Market
Country
Popular Sizes
Asia
China
106 x 152 cm;120 x 152 cm;137 x 137 cm;137 x 183 cm;152 x 152 cm;152 x 228 cm
Other countries
120 x 152 cm;137 x 137 cm;137 x 183 cm; 152 x 228 cm
Europe
Russia
78 x 130 cm;98 x 152 cm;106 x 152 cm;120 x 152 cm;137 x 137 cm;137 x 183 cm;152 x 152 cm;152 x 203 cm;152 x 228 cm;152 x 265 cm;152 x 310 cm
Ukraine
78 x 130 cm;98 x 152 cm;106 x 152 cm;110 x 140 cm; 120 x 152 cm;137 x 137 cm;137 x 183 cm;152 x 152 cm;152 x 203 cm;152 x 228 cm;152 x 265 cm;152 x 310 cm
Germany
100 x 140 cm;110 x 140 cm;140cm Rund; 130 x 160 cm;160 Rund
France
140x200cm; 140x240cm; 140x250cm; 140x300cm; 150x150cm; 150x240cm; 150x250cm; 150x300cm; 160cm round
England
140 x 220cm
Italy
120 x 160 cm; 120 x 190 cm; 120 x 220 cm; 160cm round; 160 x 210 cm
Switzerland
110 x 140cm; 140 x 160cm; 140 x 210cm; 160 x 260cm Oval
Turkey
140 x 140cm; 140 x 180cm
Denmark
130 x 178cm
Finland
150cm round; 145 x 220cm
Other countries

North America
USA
52" x 52"; 52" x 70"; 60 x 84"; 60 x 102"; 60" x 120"; 60" round; 70" x 70"
Mexico

South America
Brazil
140 x 140cm; 140 x 220cm; 160cm round
Other countries

Africa
South Africa
135 x 125cm; 135 x 150cm; 135 x 200cm
Other countries

Quality Standard and Certification


Target market
Reference standard and regulation
Certificates
Certificate No.
EU
REACH REGULATIONS


EU
OEKO-TEX STANDARD 100


US
CA PROP 65


US
PHTHALATES FREE


Workmanship and Packing Configuration for Option

CSeries

C1
Simple cutting edge + care label + color card + PP bag + barcode label + carton (30 pieces)
C3
Simple cutting edge +care label + color card + PP bag + small hook + barcode label + carton (30 pieces)
C5
Simple cutting edge + care label + color card + PP bag + middle hook + barcode label + carton (30 pieces)
C7
Simple cutting edge + care label + color card + PP bag + large hook + barcode label + carton (30 pieces)
C9
Simple cutting edge + paper board stiffener + care label + color card + PVC bag + small hook + golden size label + carton (woven bag)
C+
Simple cutting edge + paper board stiffener + care label + color card + PVC bag + one-piece large hook + golden size label + carton (woven bag)


G
Series

G1
Straight lock-stitched edge + care label + color card + PP bag + barcode label + carton (30 pieces)
G3
Straight lock-stitched edge +care label + color card + PP bag + small hook + barcode label + carton (30 pieces)
G5
Straight lock-stitched edge + care label + color card + PP bag + middle hook + barcode label + carton (30 pieces)
G7
Straight lock-stitched edge + care label + color card + PP bag + large hook + barcode label + carton (30 pieces)
G9
Straight lock-stitched edge + paper board stiffener + care label + color card + PVC bag + small hook + golden size label + carton (woven bag)
G+
Straight lock-stitched edge + paper board stiffener + care label + color card + PVC bag + one-piece large hook + golden size label + carton (woven bag)


K
Series

K1
Wave lock-stitched edge + care label + color card + PP bag + barcode label + carton (30 pieces)
K3
Wave lock-stitched edge + care label + color card + PP bag + small hook + barcode label + carton (30 pieces)
K5
Wave lock-stitched edge + care label + color card + PP bag + middle hook + barcode label + carton (30 pieces)
K7
Wave lock-stitched edge + care label + color card + PP bag + large hook + barcode label + carton (30 pieces)
K9
Wave lock-stitched edge + paper board stiffener + care label + color card + PVC bag + small hook + golden size label + carton (woven bag)
K+
Wave lock-stitched edge + paper board stiffener + care label + color card + PVC bag + one-piece large hook + golden size label + carton (woven bag)


P
Series
P1
TC piping + care label + color card + PP bag + barcode label + carton (30 pieces)
P3
TC piping + care label + color card + PP bag + small hook + barcode label + carton (30 pieces)
P5
TC piping + care label + color card + PP bag + middle hook + barcode label + carton (30 pieces)
P7
TC piping + care label + color card + PP bag + large hook + barcode label + carton (30 pieces)
P9
TC piping + paper board stiffener + care label + color card + PVC bag + small hook + golden size label + carton (woven bag)
P+
TC piping + paper board stiffener + care label + color card + PVC bag + one-piece large hook + golden size label + carton (woven bag)


Q
Series
Q1
2″PVC Lace edge + care label + color card + PP bag + barcode label + carton (30 pieces)
Q3
2″PVC lace edge + care label + color card + PP bag + small hook + barcode label + carton (30 pieces)
Q5
2″PVC lace edge + care label + color card + PP bag + middle hook + barcode label + carton (30 pieces)
Q7
2″PVC lace edge + care label + color card + PP bag + large hook + barcode label + carton (30 pieces)
Q9
2″PVC lace edge + paper board stiffener + care label + color card + PVC bag + small hook + golden size label + carton (woven bag)
Q+
2″PVC lace edge + paper board stiffener + care label+ color card + PVC bag + one-piece large hook + golden size label + carton (woven bag)


X
Series
X1
3″PVC lace edge + care label + color card + PP bag + barcode label + carton (30 pieces)
X3
3″PVC lace edge + care label + color card + PP bag + small hook + barcode label + carton (30 pieces)
X5
3″PVC lace edge + care label + color card + PP bag + middle hook + barcode label + carton (30 pieces)
X7
3″PVC lace edge + care label + color card + PP bag + large hook + barcode label + carton (30 pieces)
X9
3″PVC lace edge + paper board stiffener + care label + color card + PVC bag + small hook + golden size label + carton (woven bag)
X+
3″PVC lace edge + paper board stiffener + care label + color card + PVC bag + one-piece large hook + golden size label + carton (woven bag)


T
Series
T1
Fringed edge + care label + color card + PP bag + barcode label + carton (30 pieces)
T3
Fringed edge + care label + color card + PP bag + small hook + barcode label + carton (30 pieces)
T5
Fringed edge + care label + color card + PP bag + middle hook + barcode label + carton (30 pieces)
T7
Fringed edge + care label + color card + PP bag + large hook + barcode label + carton (30 pieces)
T9
Fringed edge + paper board stiffener + care label + color card + PVC bag + small hook + golden size label + carton (woven bag)
T+
Fringed edge + paper board stiffener + care label + color card + PVC bag + one-piece large hook + golden size label + carton (woven bag)

Definition and Illustration

2[PVC lace edge

it means that PVC lace edges are fused at the periphery of the tablecloth through a hot melting machine, to ensure that the tablecloth is rich in aesthetics, flexibility, magnificence and romantic breath.


Tablecloth With 2"Lace

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