Licensing has been one of the hot topics on the stages at Spring Fair over the past few days, with Laura Ashley, Jeff Banks, Licensing International, Fabacus, Nobody’s Child, Products of Change and Laurence Llewelyn-Bowen among those sharing insights.
Designer Jeff Banks delivered two talks on the success of his licensing business. He spoke candidly about his journey, starting as a textile designer and the launch of his first brand, Cobbler, which he licensed in New York in the 1960s.
He told the audience that for successful licensing the brands need to offer, “Content, style, purpose, integrity, spirit, quality and value and communication.” He added that, “when creating a brand licence, sticking to the principles of its own style, quality, purpose and value is so important. A brand license needs feeding and nurturing and looking after like a brand-new baby”.
Meanwhile, Poppy Marshall-Lawton, vp at Laura Ashley, was interviewed by Steve Manners, UK md at Licensing International, on the brand’s transition to a licensing-only model and how it has reshaped the brand, driven growth and unlocked new opportunities for strategic partnerships. Poppy talked about due diligence and finding the right partners to maintain brand standards and willingness to take on long-term partnerships.
After opening the show on Sunday (2 February), Laurence Llewelyn-Bowen returned to host an informal chat about his licensing experience and how important it is to make the process organic rather than scientific.
He said: “When you get a licensing deal right, it is really a collaboration. It has to be a very creative relationship between the designer, the manufacturer and the retailer. The collaboration starts from the beginning and becomes a mutual commitment to support each other’s expertise. A licensing relationship should not be constrained, it should be creative.”
Meanwhile, Andrew Xeni, founder of Nobody’s Child and Fabacus, spoke at the Licensing Lab on licensing success and diversification at Nobody’s Child, looking at how the brand expanded its reach through partnerships and new product categories whilst maintaining its core value and brand integrity. He opened up to the audience, keen to let future designers know the pain and journey he went through to get to where he is today.
In an afternoon session at the Masterclass Studio, Andrew gave an informative talk on Digital Product Passports. Designed to revolutionise retail by creating transparent, traceable connections between brands and consumers, DPP’s are transforming supply chain visibility and customer engagement while driving sustainable practices across the digital commerce landscape.
Helena Mansell-Stopher, ceo and founder of Products of Change, also hosted two sessions during the show: a sustainability masterclass where she provided a comprehensive rundown on sustainability, offering insights into the key areas that shape environmental impact; and Driving Sustainable Change in the Brand and Licensing Industry, a discussion on how to lead sustainable transformation within the industry with POC.
A number of exhibitors with licensed products have also expressed how Spring Fair has been for them, including Tara Carlile-Swift, founder of Freckle Face, which has licences with the RHS and Historic Royal Palaces. She said: “We have had a really successful day two of Spring Fair with lots of buyers visiting our stand to experience the products first-hand. Our new Historic Royal Palaces range, along with our pick and mix melts, have been a real hit.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
