How BESTSELLER India is getting licensing push?
In an exclusive conversation with Vineet Gautam, Country Head, BESTSELLER India sheds light on Bestseller India’s stint with brand licensing.BY Shipra Srivastava | December 03, 2018 | comments ( 0 ) |
How do you see the growth scenario in License & Merchandise market of India? It would be great if you can highlight few numbers to quantify the same. Also shed light on Bestseller India stint with brand licensing?
With JACK & JONES, ONLY and VERO MODA, we have always connected with the youth via music, sports and pop culture. The trend of licensed merchandise has seen an exponential growth in the India Retail market. We have consciously invested in capsule collections through categories like movies (Star Wars, Marvel collection), sports (NBA), games (Pokemon) and characters like Mickey, Garfield and Donald Duck to name a few. These collections are extremely topical and gives the brand an interesting talking point with the TG.
Mickey is one of the most sold out IPs worldwide. Since it is 90th anniversary of this iconic character, has any brand under BESTSELLER’s Umbrella come up with any collection to mark the occasion or plan to? What kind of response the brand garnered from Mickey ranges usually? Also, what kind of distribution and price points are decided for this range.
In the past, limited edition capsule collections launched by JACK & JONES, ONLY and VERO MODA dedicated to iconic Disney character Mickey Mouse were a huge success. Within the first week of the launch of these collections, almost 50% of the stock was sold out.
We are extremely positive about the 90th anniversary limited edition Mickey collections by JACK & JONES, VERO MODA and ONLY. The range is highly talked about in the media and popular amongst the top fashion bloggers, celebrity stylists and Bollywood A-listers. The collection is available across all exclusive brand stores, shop-in-shops and online.
The collection is priced INR 1299 onwards.
Mickey as the character has evolved immensely since its inception. In fact, the history of the character goes across several generations. In such scenario, what is brand’s strategy to cater different age groups to capitalize on the popularity of this iconic character?
Disney characters have always been a favorite with our target audience. Mickey is an iconic character and holds sentimental value which rekindles the nostalgia of from the childhood days. More and more people are opting for these products as they relate to these Disney icons and it reflects their atypical sense of style and aspiration.
Mickey range has styles from almost all categories like T-shirts, shirts, track-pants, skirts, dresses, sweats, shirt dresses, jackets etc. The styles are designed to reflect the quirk of Disney characters along with the DNA of the brand.
At last, how do you see the potential in character licensing in India?
L&M shows tremendous potential with encouraging sales figures and increasing popularity amongst the youth. With rising digital awareness and mass media, global trends have got proximity advantage like never before.