Leila Loumi
Global Senior Licensing Director Licensing Matters Global, Maxx Group
Fashion & apparel largest product categories in trademark licensing business
Licensing Matters is a global full-service licensing agency. In a chat with Fibre2Fashion, Leila Loumi, Global Senior Licensing Director, Licensing Matters Global, outlines the global licensing industry, the company's latest licensing deal with Peugeot and its plans to help the automotive brand find a foothold in the apparel and fashion business.
How big is the fashion & apparel licensing business world over? How much is it set to grow in the next few years?
Great question! We see considerable growth potential within these categories. Fashion and apparel are the largest product categories in the trademark licensing business in addition to toys, with global retail sales projected to continue to grow. For Licensing Matters Global, fashion and apparel are key areas of opportunity for many of our clients.
What are some of the changes seen by licensing brands since the pandemic knocked on our doors last year? How are established licensing brands responding to it with matched innovation?
The year 2020 was when we all took to virtual conferences to reach out to licensees and retailers. We were part of the virtual Festival of Licensing, which was incredibly beneficial, although we do miss face-to-face meetings and look forward to getting back to that when it is safe to do so. It has been terrific to see the whole industry adapt to a new way of working so quickly.
Loungewear, athleisure, and business casual wear or 'comfort clothing' has naturally evolved as more time is spent at home, and there are many reasons why consumers are prioritising comfort in their day-to-day lives. We believe this trend will continue to develop, as many professional and recreational activities will continue to take place at home. There is also likely to be a continued focus on wellbeing, as consumers overcome the uncertainty faced over the last year. As well as the need for outerwear, due to safety requirements and avoiding closed confinements.
Having mushroomed due to the pandemic, e-commerce will continue to grow among consumers' purchasing channel preferences. We have consumer facing brands in our own corporate group and so we understand the process, the opportunity, and the challenges. Our retail and marketing expertise is an added value that we provide our partner licensees in the set up and sell through of new products.
You recently entered into a licensing partnership with Peugeot. What are the licensing terms that will be come into play?
That's correct. In January we launched a long-term partnership with Peugeot Frères Industrie, the Peugeot Family Group subsidiary that manages the continued expansion of the Peugeot brand across various sectors outside of the automotive industry. Under the agreement, LMG will help extend the iconic Peugeot brand into new product categories worldwide.
Some may not know this, but Peugeot has already conquered millions of new loyal customers beyond the automotive sector via its two existing licensed product verticals: Tableware and DIY Tools. Time is ripe time to take the next step in the expansion of this beloved, iconic French brand, and expand its footprint into new product categories, such as fashion, and apparel, where Peugeot's legacy and attributes, and its commitment to sustainability, will add tangible value to the consumer proposition.
What is the programme you have ready for execution to help Peugeot find a foothold in the apparel & fashion business?
We seek partners that share common values with the Peugeot Family Group. We try and find creators who can inject a sense of timeless elegance and evoke the sensory-emotional appeal that Peugeot's products arouse in consumers. Our initial focus will be on fashion and apparel partner licensees that specialise in outdoorwear, sportswear and leisurewear and we are working on Direct to Retail (DTR), co-branding and traditional licensing strategies.
Peugeot has a very long history in automotive. How do you wish to leverage the fact with respect to fashion & apparel?
Peugeot's fascinating 210-year history began in 1810, even before the company developed their first automobile (in 1889). The innovation and technical ingenuity that their automotive products stand out for is present throughout the brand's long multi-category legacy. Back in 1851, for example, Peugeot revolutionised fashion by inventing the steel crinoline. Later, in 1867 Peugeot launched its first sewing machine. Today, this global licensing programme is the natural evolution in Peugeot's tradition of instilling its unique brand of inventiveness into the fashion industry.
What are the core brand attributes of Peugeot you wish to project to the consumers?
Above all, Peugeot stands for technical ingenuity and timeless elegance. We seek partners that can bring these two brand pillars to life through fashion products that seamlessly embed technology that transforms the day-to-day ritual of wearing apparel into a truly satisfying experience: while making a sober aesthetic statement.
Which are the regions you wish to target?
Peugeot is a renowned global brand and as such our ambition is to achieve global coverage. Europe provides the initial revenue opportunity due to the brand's strong resonance in the region. North America, China, the rest of Asia and Latin America will follow.
Which are the fashion products which will be sold under the brand?
The Peugeot licensing programme's lifestyle products plan includes outdoorwear, sportswear, athleisure, footwear, travel accessories, eyewear, timewear and fragrances.
Do you have any specific manufacturers in mind in fashion and apparel you would like to partner with?
We are looking for outdoorwear and footwear manufacturers that bring a healthy dose of technical innovation to fashion. We would like to partner with ambitious players that share Peugeot's entrepreneurial spirit to create products that strive to improve the daily life of the consumer, all with a timeless sense of style. If you're a well-established company within your market, with strong distribution presence, we'd love to talk to you about this exciting project. (PC)
Published on: 18/03/2021
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
