Gift Focus - Jul/Aug 2018 (Issue 108)

giftfocus 53 hot property Licensing: the gift horse you should look in the mouth Retail footfall plummeted in March and April, dropping 3.3 per cent* and 6 per cent*, respectively, the worst performance since the depths of recession in 2009. Much of the nosedive was blamed on the weather: the Beast from the East, a miserable Easter weekend and then a mini heatwave. However, if we’re being honest, the snow, sleet and sun are not entirely to blame. As British Retail Consortium CEO Helen Dickinson said: “[These stats] are just adding to the long-term downward [trend] in footfall, resulting from changing consumer behaviour. That shift in the way we shop, coupled with a highly challenging business environment, is having a significant impact on the nation’s high streets.” In stark comparison, retail sales of licensed goods are growing, reaching £262.9 billion, according to the 2016 LIMA Global Licensing Industry Survey, representing a 4.2 per cent increase on the previous year. Licensed gifts are worth 4 per cent of that market. So why is licensing succeeding where general retail is failing? Put simply, it’s because licensing gives consumers access to products featuring brands they have a connection with – brands they trust, relate or aspire to – and they will pay more for the privilege. The licensee or manufacturer essentially rents the brand to use on products, and that connection can help to increase sales and drive revenue. The licensor or brand owner can use licensing to extend a brand into new categories, areas of a store or into new stores entirely. When it comes to gifting, the use of licensing is exploding, resulting in extraordinarily high-quality and creative products. Just look at the finalists in the recent B&LLAs for proof. The winner was Wild & Wolf’s Orla Kiely stationery range, but Wild & Wolf has already produced some wonderful product for Ted Baker, Polaroid and Stanley Tools. Another of the finalists, Kimm & Miller, has created a beautiful range of vintage-inspired gifts using Kellogg’s back catalogue. And The Einstein Collection from Professor Puzzle is a range of quirky, well-designed puzzles – perfect stocking fillers. Away from the B&LLAs, Pringles is being seen on a range of novelty gifts, like circular pencil cases, Breton tops and socks that never fail to raise a smile. Licensing Link’s recent deal will soon see the TV smash hit Robot Wars move into gifting. Personalisation is a huge trend, as seen through Signature Gifts, which is working on a range of customised annuals. Celebrity continues to be a massive trend, especially reality stars, YouTubers and influencers. Food and beverage, this year’s theme at Brand Licensing Europe, will continue to eat into gifting thanks to the rise and rise of wellbeing and clean eating. And, of course, anniversaries are always brilliant vehicles for reintroducing a brand to market. The Snowman is soon to be 40, and Elmer the Patchwork Elephant will be celebrating the big 3-0! *Stats via BRC. brandlicensing.eu hot property Catch up with all the latest from the world of licensing Anna Knight, Brand Director, Brand Licensing Europe Santoro wins The Queen’s Award for Enterprise for International Trade Santoro Licensing is proud to have been awarded The Queen’s Award for Enterprise for International Trade 2018, which is the UK’s most prestigious and highest accolade for international business success. These Awards are made by HM The Queen on the advice of the Prime Minister. Santoro Licensing is a division of the London-based design house Santoro Ltd, a privately owned British business founded in 1985. It has demonstrated the necessary level of growth and development on an international scale to meet the strict and demanding criteria required to be considered for these Awards. The Licensing division has seen 20 new licensing partners signed since October 2017 and works with 65 global licensing partners. Santoro Licensing has seen a 40 per cent growth since 2016, and a major factor in this can be attributed to the global phenomenon of Santoro’s Gorjuss brand. Launched in 2009, Gorjuss is available at more than 35,000 points of sale across 93 countries and has already become a £120million brand.