Gemma’s Tim Rudd-Clarke on why it’s important to remember the value of licensed brands.
It’s the most wonderful time of the year – and arguably the most important for the licensing business.
But what three words come to mind when thinking Q4 trading in 2018 and why? The Source asked some key names for their feedback.
Today: Tim Rudd-Clarke, licensing director, Gemma International
“Exciting – we have just launched Studio by Gemma our premium licensed range, and have launched our trade website, supporting our independent sales team. We think in these challenging times, you need to innovate and adapt. So we have also made a point of producing Studio by Gemma in the UK, and we believe will help Brexit proof our business, and wow have those lead times come down.
Focus – again, I think the last quarter and beyond needs clear vision about how licensing, principles, licensees and retailers are going to work together to give consumers what they want and when the need it. I sense there is a lot of playing safe at the moment and I do think opportunities are being missed by some retailers.
Long-term value (sorry, I’m cheating here) – I see a lot of chasing volume and quick turnover promotions on my travels, which can be great, and in Q4 2018, I am sure there will be plenty. However, it’s important to remember the value of licensed brands, and again here at Gemma, we like to think that we a have a duty of care, and recognise the extra value in licensed brands, over generic products.”
This feature originally appeared in the autumn 2018 edition of Licensing Source Book. Click here to read the full publication.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
