Licensed to sell
Licensing players have to be adaptable to change if they wish to be in the game tomorrow. They might be competing in a cut-throat industry climate and softening US economy, but there are still many opportunities to better serve the licensed apparel consumer. And, as with branding in general, it all comes down to knowing the customer - which doesn't mean delivering what you think they want, but truly knowing what they want - as this article from ABOUT Style's new Global Branding Report explains.
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