We chat to IMG’s Gabrielle Sims about the agency’s plans for fashion and lifestyle.
When Gabrielle Sims joined IMG as UK licensing director two years ago, the Volkswagen licensing programme was mainly led by toys, including partners such as Mattel, LEGO, Golden Bear, Fisher Price, Revell and Simba.
“I felt that we had a strong toy offering however we were missing a trick in the fashion space,” she recalls. “Volkswagen captures the hearts of so many – adults male and female, kids, teens, those going on adventures or family holidays – and it has a real lifestyle appeal.”
With an ambition to grow into the apparel and accessories categories, IMG worked closely with Volkswagen to develop new creative, to show that Volkswagen is not just a car brand, but more a lifestyle brand (as testified by Volkswagen winning Best Licensed Lifestyle Brand at the inaugural Brand & Lifestyle Licensing Awards in April).
“We looked into making the brand relevant and trend-led. Looking at themes and treatments to really show the lifestyle appeal and versatility of products that could be created. So, for example, if we wanted to create something fun and relevant for kids and dinosaurs was a popular trend or theme, then we brought Volkswagen into that world and made it fun,” Gabrielle explains.
Capitalising on the 70-year heritage of the brand and the beautifully designed vehicles with their timeless elegance, a new slew of partners were brought on board to complement the existing lifestyle licensees, Pull and Bear and Whitewall Images, to broaden the offering of apparel at retail.
New partners included Brand Alliance, NJ Screen Prints for kids’ apparel, Blues (which has a baby range launching in Mothercare this year), TDP/Aykroyds for underwear and nightwear and VMC on accessories. IMG is also working very closely with retailer Fat Face to bring a true cross category range into store this year.
One could be forgiven for thinking that the Camper Van is the only hero of the Volkswagen fleet for licensing.
“The Golf GTI which is celebrating its 40th anniversary this year and, of course, the Beetle is also very popular,” Gabrielle insists. “Particularly on men’s t-shirts, where we see the brand being a key licence across retail in the men’s space and we’ve even got ladies t-shirt in New Look and George featuring the Beetle which is exciting to see.”
The brand is now expanding into other categories across male and female, such as hoodies, nightwear and kidswear and is entering lots of key retailers including the key grocery outlets, as well as Next, Fat Face, New Look and Pull and Bear to name a few.
When it comes to product launches, for Gabrielle, creative execution and product quality is key.
“It’s always going to be challenging to get retailers to offer a brand space that a character would normally occupy,” she admits, “but we don’t see ourselves as competing with characters. When I talk to retailers, I talk to them about how kids are getting older at a younger age, so moving out of characters earlier on outerwear.
“Volkswagen is a cool brand to fill this gap and if it’s made relevant to kids, it can really resonate and be a consistent evergreen with longevity. It also has parent and grandparent appeal. The fact you can really have fun with the brand and bring it alive in store gives it stand out and point of difference, evidenced in Pull and Bear flagship stores across Europe, where we have full size Volkswagen Camper Van merchandising units.”
Gabrielle is also keen to demonstrate that it can be a year-round brand with products for key selling seasons like Father’s Day and even Christmas.
“We had a Christmas t-shirt last year in George which looked great – showing Santa driving his Camper full of Christmas presents.”
With plans firmly in the fast lane for apparel, the next step is to drive the lifestyle element of the licensing programme.
The roster already boasts lifestyle partners including Ashley Wilde for bedding, cushions and throws, 1Wall for room décor, GBEye and Pyramid for wall art, Paladone and Half Moon Bay for gifting, and The Monster Factory for fun, novelty product and outdoor, including the award winning Camper Van tents and wash bags. There are even cool lifestyle SEA products such as toasters and kettles from Fizz creations and designer fridges from Gorenje about to launch.
Beyond lifestyle accessories the next category in IMG’s sights is greetings and celebrations.
“People celebrate with Volkswagen, take special trips and even get married in Camper Vans, so cards, and confectionery and cakes seems a logical step,” smiles Gabrielle.
The love for the brand is truly global and people really do take the vehicles to their hearts. There’s over 35 festivals for the Camper Van in the UK alone.
“We want our licensing programme to capture that love for the brand and vehicles and ensure it’s a brand for all,” Gabrielle concludes.
This feature originally appeared in the autumn edition of Licensing Source Book. Click here to read the full publication.
