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Licensing Expo Fuels Fashion Industry Licensing
http://www.fashionnewspaper.com/articles/9057/1/Licensing-Expo-Fuels-Fashion-Industry-Licensing/Page1.html
By Maxamillion Blick
Published on 06/14/2012
 

Licensing Expo and Fashion Tradeshow MAGIC Share Parent Company

Licensing Expo 2012, held on June 12-14, at Mandalay Bay Convention Center in Las Vegas, has created a welcoming environment for the fastest growing segment of licensing: fashion. Licensed products account for more than $190 billion annually in retail revenue and fashion licensing already represents nearly 25 percent of that number, but continued growth is expected as more fashion brands seek to take advantage of the low investment, high return opportunity that licensing offers.


Licensing Expo Fuels Fashion Industry Licensing

Licensing Expo 2012, held on June 12-14, at Mandalay Bay Convention Center in Las Vegas, has created a welcoming environment for the fastest growing segment of licensing: fashion. Licensed products account for more than $190 billion annually in retail revenue and fashion licensing already represents nearly 25 percent of that number, but continued growth is expected as more fashion brands seek to take advantage of the low investment, high return opportunity that licensing offers.

Licensing Expo 2012 will feature a "Fashion District" with a JumboTron showcasing fashion footage, a bar with community seating, and more than 6,000-square-feet of show floor designated to fashion exhibitors. As event participation continues to expand, Licensing Expo welcomes new global exhibitors who recognize the event as a leading venue to initiate fashion licensing deals. To connect fashion exhibitors, Licensing Expo will offer a fashion cocktail party on Wednesday, June 13, from 3:30-5 p.m. in the fashion district.

Exhibitors that have a booth in the Licensing Expo Fashion District include Skechers, Paris Blues, Cherokee, Von Dutch, ACA Joe, Bulky Boy, Country Girl, Country Boy Clothing & Accessories, Gecko Hawaii, Dinopack, Big Movers, High Maintenance Bitch, Furry Bones, Laid-Back, Liquid Blue, Longboard, Maui and Sons, memBrain, Mighty Wallets, Muy Pop, OHIYA, Pan Am Brands, Rebel Girl & American Rebel, RNR Studios, Senks Circle, Skechers, The Style Zoo by Delia, Today I Can Do Anything, Von Dutch, Withit Licensing Ltd., and XCD Beyond.

In addition to those fashion brands who have booths in the Fashion District, many others are represented by licensing agents including Aquascutum, Gotcha, LA Gear, Nicole Miller, Perry Ellis, and Stop Staring! and Vera Bradley.

Licensing Expo's investment in the fashion industry is a natural evolution, as it falls under the same parent company, Advanstar, as iconic fashion tradeshow MAGIC. Additionally, current Licensing Expo President Chris DeMoulin recently transitioned from a leadership position with MAGIC to oversee Licensing Expo.

"This is one of the most dynamic periods in fashion licensing, and Licensing Expo is the ideal meeting place and springboard for the fashion industry to capitalize upon the booming licensing industry," said DeMoulin, "As the affinity for fashion brands continues to grow exponentially globally, we will continue to develop an appropriate home for our MAGIC and Project customers within Licensing Expo."

Fashion deals made at Licensing Expo will become new products in womenswear, menswear, street/culture, luxury and mainstream categories, answering consumer demand for the latest in apparel and fashion. As the allure of these brands reaches new heights among buyers, the future of the fashion licensing industry can expect many more opportunities for product extensions that reach new customer segments, from accessories and babywear, to luggage and homewares.

Fashion licensing is not only one of the fastest growing categories of licensing; it is also one of the fastest evolving categories, thanks to the synergies of popular television programming and retail products. This year, a new dimension of fashion licensing emerged with the launch of NBCUniversal's Fashion Star, which successfully integrated live time programming with products immediately available for purchase in Sak's Fifth Avenue, Macy's and H&M. FOX's American Idol also integrated fashion makeovers from Tommy Hilfiger and launched a new apparel line exclusively at Kohl's.

Licensing Expo 2012 will host international attendees, offering fashion exhibitors the ability to explore strategic partnerships, secure promotional tie-ins and connect with retailers worldwide. For more than 30 years, Licensing Expo has been the meeting place for the biggest names in the industry, attracting the world's most recognizable brands and properties every year.

About Licensing Expo:

Licensing Expo is the licensing industry's largest annual event. A trade show for leveraging properties and brand equity to develop merchandise, Licensing Expo attracts more than 500 exhibitors representing more than 7,000 brands and properties in entertainment; sports; fashion and apparel; publishing; art and design; automotive; animation/anime; home and housewares; and lifestyle. Exhibitors include Fortune 500 consumer brands, film studios, publishing houses and other creative agencies. Attendees from more than 90 countries represent the world's leading retailers, manufacturers, distributors and licensing agents. The show is owned and organized by Advanstar Communications, Inc., is sponsored by the International Licensing Industry Merchandisers' Association (LIMA), and is affiliated with License! Global magazine.

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