TOTAL LICENSING
whole Inditex group with Zara, and the
rest their of brands including Mango and
Cortefiel are three brands that are now
present on a worldwide basis and are
helping to create new trends within the
licensing market.
Spanish toy groups such as IMC or Famosa
are also becoming internationally-known
partners.
Trade shows such as Intergift are also a
must in most European agendas when it
comes to discussing gifts or stationery and
Alimentaria is important when it comes to
food.
So yes, definitively we can now say, without
any doubt, that Iberia plays a major part in
Europe.
What we do not know is, of course, what
is going to happen as a result of the current
crisis that Iberia is suffering, which is as bad
or in some ways worse than the rest of
Europe.
Because a major portion of our growth
has been based on real-estate and
construction, we now have a tremendous
stock problem. We also have one of the
worst unemployment rates, if not the
worst, in Europe. Of course the crisis has
terms of costs and there is a far more conservative
scared people and has caused serious damage but,
attitude towards the acquisition of properties.
in terms of licensing, my personal opinion is that
Licensees are not simply buying “whatever”. They
the main problem is that the crisis has caused
now pay attention and decide carefully and after
delays in decision-making, rather than destroying
great consideration. In addition, they do not buy as
the basis of the industry.
much as they did.
I believe that everybody is waiting to see what
This trend works well for popular properties but
happens and most are hoping to see markets begin
does not make it easy for others in the marketplace.
to move in the right direction within the second
Every market has its own peculiarities but I do not
half of the year.
think we are very different to the rest of European
If you talk to licensees, with the exception of
markets. Maybe timings might change but, generally
some specific and very sensitive areas; most of
speaking, what works in Iberia are the same
our licensees are simply evolving and modifying
things that have worked in the UK, or France or
their catalogues in order to face create a new
Italy, maybe not so much in Germany with some
environment. There is a large amount of reduction in
exceptions.
The good thing about the
Spanish and Portuguese
market is that we have learned
to create better developed
programs for licensed
properties by ensuring they
are long-term brands which
generates better results for
both licensees and retailers.
To conclude, a property
cannot succeed in Iberia if
there is not a solid retail
program together with
a strong licensing and
promotion program behind
it.”
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