Fashion Brand Research for Licensing Business - Versace

BRAND DEEP DIVE - Versace [login to view URL] Successful licensing relies on a thorough understanding and analysis of the brand and its characteristics. For your assigned brand/property, please visit retailers and/or ecommerce sites that carry the brand to research, and prepare a report on the following: History/background of the brand/property: (38 points/see breakdown below) 1. Describe the brand image? Who is the target consumer? What is the current distribution channel of the brand? (8 points) 2. What is the current product line available in the brand, including brand extensions? What is the positioning (price points) relative to the brand’s competition? Who do you view as the competition? (8 points) 3. Current information on licensing for the property that you have found through relevant sources such as WWD, The Wall Street Journal, License Magazine, The Licensing Letter, [login to view URL], etc. (6 points) 4. Discuss current marketing, whether it is consumer advertising, store advertising, blogs, social media, etc. for the property that you have found. (8 points) 5. Look at the website and in-store presentation for brand and describe. (8 points) Suggestions and opinion on licensing efforts: (32 points/see breakdown below) 1. Is the licensor monitoring the quality and look of the product to fit within the defined brand image? Please support your opinion. If not, what suggestions would you make? (8 points) 2. Is the distribution channel correct for this property? Are there other places you would suggest the property gets distributed to? How is the distribution channel contributing, or hurting, the brand image? (8 points) 3. Are all of the marketing efforts (advertising/web site/store display, etc) consistent with the brand’s image? (8 points) 4. What product categories do you feel are missing, or would be great additions to a licensing program for the brand? (8 points) A written typed summary of the above is due on October 22 - 23, 2020. It should be approximately 5-6 pages double-spaced.