Inception of Licensing Term Paper

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Inception of Licensing

The inception of Fashion licensing first began with industry designers like Pierre Cardin who sought to make their brands more available to the mass public, thereby creating a larger stream of revenue for themselves (Cooney). The inception of fashion licensing has been beneficial for both the consumer and the producers. For many years now, beginnings in the early 1900's entrepreneurs like Walt Disney have leased the licensing rights to their brands in order to capitalize on the popularity of their ideas and products (Brookman 3). So it is safe say to consumers all around the world have grown up in a world where licensed products of are desirable and extremely popular due to the advertising industry and their association with name brands. Licensing is good for the fashion industry because it allows designers to connect with the mass public and vice versa.

Before the inception of licensing top Designers like Calvin Klein, Ralph Lauren, and Pierre Cardin were not able to truly share their products, they were limited in terms of what they could put in the hands of the average consumer.

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They needed to expand their horizons and claim a bigger share of the market. This would have been impossible if they were not able to enter agreements with clothing manufacturers and license their brands. By licensing their brands they were able to open an immense revenue stream for their brands while at the same time providing consumer with products that they enjoyed and made them happy. The fact that licensed named brand are available to the average consumer help the fashion industry because it provides increases in income and also popularity for designers as the public is able to experience and enjoy firsthand the products of designers as opposed to only seeing these on the fashion runway. It gives the fashion industry more exposure, popularity and notoriety is always good for any….....

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