Our regular column shining a light on retail trends, sees Mary Lewis, retail manager at The Point.1888, reflecting on the return in investment we get from attending industry trade shows and networking events.
We are lucky to be a part of a friendly, social and fun industry that loves nothing more than an event – whether that’s a trade show, networking, educational, celebratory or even a quiz or treasure hunt. We’ve got them covered! As a relationship-based industry all about collaboration and information sharing, it’s not surprising that we see a value in leaving our desks to mix with familiar faces in the UK and overseas but when it comes to our time and money, do we get a return on our investment?
When talking about industry events it’s probably best to start with the ones that loom largest in the calendar each year, trade shows. Not only do they take place at pretty much the same time every year (pandemic allowing), but they also seem to have come back with a vengeance since restarting post-lockdown. Record numbers have attended the likes of Brand Licensing Europe in the last couple of years with exciting themes reflecting industry trends from the latest in fashion to live events.
Along with being consistent benchmarks for the year where we can come together as an industry, the show floor is a cauldron of new opportunities where partnerships and collaborations are born. From that moment, where there’s an ember of an idea it can soon spark to life after that brief discussion way after we’ve returned to the comfort of our desks.
As well as being a hot bed of creativity and new ideas, trade shows are also the opportunity for brands to set their stall when it comes to the latest newness on their slate whether that’s the next big movie release or an extension of a classic IP. There’s no doubt that the licensing trade shows in the calendar – especially Licensing Expo and Brand Licensing Europe – are must-attends to stay ahead of the curve when it comes to the next big thing. Isn’t that why we’re all in the licensing game?
In addition to established licensing events, there have recently been ‘new kids on the block’ brought to us by Licensing International in partnership with Informa such as the Licensing for Retail Day. On 7 March the industry came together to network, hear from new brands and debate the most exciting areas of opportunity in brand licensing, all with a retail focus. With this being the second year of hosting the event in London, it was great to attend dynamic panels, presentations and roundtables to understand the direction the industry is taking and how that impacts at retail.
Steve Manners, head of global marketing and UK md at Licensing International, spearheaded the event with Informa, and is thrilled with the uptake from the industry and shared: “It was great to see so many retailers attend the event with a significant increase over our inaugural year’s numbers. Events bring the industry together face-to-face which is in itself hugely valuable. With the likes of thought leadership events and awards we are not only celebrating successes, but also elevating the industry itself as it continues to demonstrate resilience in a difficult economic period and, better yet, is maintaining growth.”
As Steve mentioned, awards also form a fun and celebratory part of the licensing industry’s calendar to further shout about the successes and collaborations we only wish we’d thought of first. As a licensing agent, The Point.1888 loves nothing more than seeing the brands in our portfolio be recognised by our peers as well as seeing innovation across different sectors and categories from licensors and agencies. From experience, seeing your business, product launches, marketing initiatives or even yourself being recognised make all the hard work worth it.
From speaking to my fellow Rising Star Award nominee at this year’s Brand & Lifestyle Licensing Awards, Iceland’s trading manager on exclusive brands, Oliver Gilding, it’s clear to see that awards are a highlight of all of our careers. He comments: “Last year saw Iceland launch 100s of new licensed products with existing brands and the launch of new ranges with Myprotein and Blue Dragon both of which have been hugely successful.
“On a personal note, it is humbling to have been recognised alongside so many other exciting young talents. I am only at the start of what will be a long career in retail and specifically licensing. I am committed to continuously challenging myself and expanding my knowledge of the industry and its diverse roles. 2024 will see Iceland launch more licensed products than ever before, including some huge new brands so watch this space.”
It’s great to see fresh talent joining the industry and intending to stay in it and learn more for the long-term. Despite the cyclical nature of our business, this doesn’t mean it’s ever boring and the innovations like those Oliver mentions are testament to that fact. Whether it’s attending line reviews, product previews, brainstorming new collaborations or meeting at the next event, as mentioned at the opening of the article, we are lucky to have plenty of opportunities to network and celebrate what’s so great about what we do. It’s the taking part that counts!
