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celebrity endorsed and licensed products Purchase psychology


With the growing importance of social media in a shopper’s purchase journey, brands are evolving and stepping up the endorsement game across a range of different channels - whether it’s partnering with a celebrity for a new cookware range, or licensing a popular IP for themed tableware. A recent Taiwanese study demonstrated that consumers have better recall of products that have been endorsed by celebrities, so partnering a celebrity or a recognisable licenced IP is a recognised way to help market and sell products. This month, Housewares editor Bryony Andrews asked Abbie Bleasby-Voice, marketing manager, Dexam International, and Helen Cottrill, marketing and product director, Enesco, to share their insights into the success of celebrity endorsed and licensed housewares products.


on Jeremy’s expertise and educate our customers at the same time. Helen: In our experience consumers feel a sense of security in buying licensed products, they know that the product has gone through a rigorous approval process for both content and quality which when gifting are key to how they want their recipient to feel about the gift. With celebrity endorsement it is about aspiration, you can enjoy a small piece of your favourite celebrities lifestyle by buying into their product collections.


In your opinion, what is the psychology behind the success of celebrity endorsed or licensed products? Why do you think they work so well for housewares products? Abbie: Most people will agree that they’re more likely to buy a product if they’ve received a recommendation from someone they know. With celebrity endorsed products or with the use of a licensed brand name, companies are able to increase consumer awareness and build trust and familiarity, which are important variables in the purchase decision-making process. At Dexam we collaborated with ground-breaking celebrity chef Jeremy Pang, of London’s School of Wok, to create a comprehensive collection that is dedicated solely to making oriental cookery easier and more accessible. This was a great fit for us as we could build


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What celebrity endorsed or licensed ranges are your bestsellers? What sets them apart in the marketplace? H: We are so lucky, we have so many great licenses but consistently at the top of our best sellers list are Disney Traditions, Beatrix Potter and Harry Potter. Our collections offer the very best in licensed gifting and we are the market leaders in hand painted collectible figurines. Enesco are renowned for our quality and add to this the endorsement of Disney in collaboration with Jim Shore and you have a unique look and feel which appeals to collectors of Disney worldwide. Enesco have held a Beatrix Potter license for over 30 years and our licensing manager, Wendy Addison has worked on every collection and continues to use her many years of experience to bring the best in Beatrix Potter gifting to the market. Our Harry Potter collection includes faithful replicas of scenes from the movies, including lit buildings through to a brand new manga style collection of figurines of the key characters. A: Our licensed Scion Living textile ranges sell really well at Dexam. Scion is a proudly British designed brand that’s inspired by the clean lines of Scandi design. Their bold prints with confident colour and iconic Mr Fox mascot, together with pals Spike and Pedro Penguin, can’t resist bringing a smile to the everyday. Our Scion textiles


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are made close to home in Portugal and Dexam is seen as a specialist in textiles, which is key to retailer confidence. This, coupled with the Scion brand name, contributes to the success of these licensed ranges.


How can licenced products help retailers and independents to make sales - POS support, social media, etc? A: We’ve seen with the introduction of our new licensed RHS collection that sales are supported by the strong association with the brand name. The Royal Horticultural Society is the world’s leading gardening charity; it’s iconic and recognised by all. This makes it an easy sell-out for the retailer and it is therefore seen as a low risk investment. H: Retailers can really benefit from stocking licensed collections - consumers know and trust licensed brands. We offer in store POS and online support for all of our brands, including all of our imagery, social media artwork packs and also marketing to our consumer databases. Our focus is brand building, and supporting our retailer base is key to that.


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January/February 2022


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