Licensing Agreements in the Fashion Industry

Description

Licensing provides fashion companies with a powerful way to grow, compliment and strengthen the brand, expand into new markets, and build its image. However, it is essential to carefully draft and negotiate the license agreement to protect the brand licensing products because licensing inevitably means the fashion company is entrusting the licensee with responsibility for manufacturing products bearing the fashion brand’s trademarks.

Many celebrities are using licensing to lend their names to fashion industry brands to promote and expand the audience for their products. Celebrity product licensing and promotion involves the same issues as fashion industry licenses but also involves additional considerations, such as social media obligations, morals clauses, and the celebrity's involvement and approvals of designs, products, and advertising and marketing campaigns.

From selecting and vetting the licensing partner to the terms of the agreement or alternatives to traditional licensing, fashion companies and their counsel must structure, draft and negotiate the terms and conditions of the license agreement, keeping in mind the impact on the brand and core business.

Listen as our panel examines the pros/cons of licensing and the essential terms of the agreement and addresses and contrasts celebrity licensing and endorsement agreements.