bet you never expected to see ‘SpongeBob’ and ‘couture’ together.
Seems avant-garde fashion is about to see a new brand- from deep-down. Benefits of licensing deals include: added revenue, added exposure, appeal to new audiences. Drawbacks? Streching and diluting a brand.
When a certain revered Motorcycle brand launched branded dog harnesses & dog clothes imo they jumped the shark.
While I was managing Dr Scholl’s- consistently pushing for performance perfection in orthotics and footcare- Head Office licensed out the name to a shoe marketeer who put ‘my’ brand on imported el-cheapo everyday walking shoes sold at discounters. Wince.
Is this a step too far, even for SpongeBob? Not necessarily, as long as they ‘keep it light’ ie don’t take the fashion items to seriously. https://www.licenseglobal.com/apparel-accessories/spongebob-goes-couture-amsterdam
Japanese giant clothing retailer Uniqlo is arriving in Toronto’s Eaton Center.
It’ll be intriguing to see how they go about carving out a slot for themselves. Whether their USP resonates with enough customers, is yet to be verified. In the GTA, imo
- Fast Fashion is owned by Zara and H&M.
- Classic style by Michael Kors, The Bay.
- Elite designer style by Nordstrom, Saks, Holts.
- Discounted ‘badge’ apparel by hr2, the Rack, Marshalls, Winners.
- Men’s quality affordables? Moores, TipTop (they sell Calvin Klein!).
Uniqlo is destined to be a provider of durable, well constructed ‘new classics’ in multiple colour shades; in the GTA market, they may be in a similar space as Joe Fresh or perhaps Le Chateau. A step above Reitmans or TipTop or Moores. And what about Simons? Arriving (in Mississauga this past March) this savvy Quebec-based banner has a proven ability to offer quality in-style pieces, and decades of success servicing our (more style-conscious) brethren in so-French Canada.
Watch this market battle closely! I don’t expect Uniqlo to mess up inventory selection and logistics the way dearly departed Target did, yet, even with superb execution, Uniqlo’s success is not a foregone conclusion.
They need Marketing impact; watch for them to select homegrown Canuck celebs & to generously bulk up next year’s TIFF swag-bags. What if they were to play a role as primary investor bringing back the defunct World (formerly MasterCard) Fashion Week, to Toronto? THAT would certainly buy them some goodwill and be an attention-getting move for a style-conscious audience.