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Strategy Briefing

Experiential Licensing: Consumer Fundamentals Falling into Place

47 pages, Aug 2016

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Today’s consumers are increasingly redefining their values and priorities, leading to the birth of a new consumerism. “Experiencing is everything” is driving growth in sports/music licensing and theme parks/themed travel. Thus, themed flights/holidays, themed hotels and cruises enjoy growing popularity. This trend also presents many opportunities across a wide range of industries including Travel, Appeal & Footwear, Toys & Games, Consumer Electronics, Personal Accessories and, Home & Garden.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

New consumerism fuels “experiencing is everything” phenomenon

Today’s consumers are redefining their values and priorities, leading to the birth of a “new consumerism”, while time has become a luxury in our connected world. The experience trend is impacting across many areas from sports and music licensing to licensed themed travel and theme parks.

US dominates sports licensing and licensed music merchandise sales

Globally, sports licensing has registered steady 5% year-on-year growth in the last few years driven largely by licensed sports apparel merchandise sales. Sports licensing is largely constant and does not fluctuate from year to year. In the US, the business is driven mainly by major sports leagues.

Wide range of cross-industry opportunities for licensing

Apparel (menswear, womenswear, childrenswear, accessories) and Footwear, Video Games, Consumer Electronics (headphones/earphones, wireless speakers), Traditional Toys and Games, Personal Accessories (jewellery, bags and luggage, pens), Home and Garden (bed textiles, dinnerwear) are some of the major industries and categories that would benefit further from experiential licensing.

Millennials: A key segment for licensing

Millennials -defined as consumers aged 25-34 years -is a sizeable demographic. It is a key consumer segment for licensing businesses and travel is an important area for them.

Licensing to theme parks brings revenue and brand exposure

Theme parks themselves have become an increasingly important component of many brand licensing strategies in recent years, as licensors search for innovative ways to leverage their property, enhance brand awareness and connect with fans.

New consumerism drives themed travel

Themed travel is part of a phenomenon that is no longer about a property targeting just commercial movie screens or TV series which now includes anything related to the concept of fan engagement from licensed themed flights and holidays to licensed themed hotels and cruises.

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Introduction

Scope

Key findings

New consumerism

The search for maximum v alue

Drivers in common

Time: A crucial commodity in today’s world

Experiencing is everything

Opportunities for licensing: Cross-industry expansion

Sports and Music licensing

Sports licensing: Top markets

US: Dominates global licensed sports goods sales

Sports licensing: Money scores goals

Music licensing: Top markets

Cross-Industry opportunities by Region

Apparel and footwear: Top industry in sports and music licensing

Video games: Benefits from sports licensing

Consumer electronics: Headphones leads licensing

Wireless speakers offer untapped opportunities for licensing

Audio quality is the top priority when purchasing a wireless speaker

Traditional toys and games: Licensing continues to drive sales

Personal Accessories: Jewellery and Bags & Luggage targeted most

Home and garden: Bed textiles and dinnerware focal for licensing

Key Parameters

Asia Pacific to be world’s growth engine in number of trips

Travel in China: SWOT

Personal domestic trips represent most common form of travel

Millennials: A key segment for licensing

Millennials ’ travel set to boom

Case study: Travel in the US

Destination the US: SWOT

Theme Parks

Licensing to theme parks brings both revenue and brand exposure

Theme parks utilise licensing to draw crowds

Anti-Disneyland takes on new Shanghai Disney Park

China to benefit from Disney factor

Dismaland Exhibition in the UK sparks controversy

New licensed theme park attractions: 2016 and beyond

US: World’s licensed theme park capital

Themed Travel: Emerging Trends

New consumerism drives themed travel

Themed flights take off

First Ferrari hotel to open in Spain

Luxury fashion house franchises continue to grow in licensed hotels

The reinvention of cruising: Licensed themed cruises

Licensed themes could help to diversify client base in cruises

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Megatrends

Strategy Briefing

Experiential Licensing: Consumer Fundamentals Falling into Place

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

New consumerism fuels “experiencing is everything” phenomenon

US dominates sports licensing and licensed music merchandise sales

Wide range of cross-industry opportunities for licensing

Millennials: A key segment for licensing

Licensing to theme parks brings revenue and brand exposure

New consumerism drives themed travel

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

New consumerism

The search for maximum v alue

Drivers in common

Time: A crucial commodity in today’s world

Experiencing is everything

Opportunities for licensing: Cross-industry expansion

Sports and Music licensing

Sports licensing: Top markets

US: Dominates global licensed sports goods sales

Sports licensing: Money scores goals

Music licensing: Top markets

Cross-Industry opportunities by Region

Apparel and footwear: Top industry in sports and music licensing

Video games: Benefits from sports licensing

Consumer electronics: Headphones leads licensing

Wireless speakers offer untapped opportunities for licensing

Audio quality is the top priority when purchasing a wireless speaker

Traditional toys and games: Licensing continues to drive sales

Personal Accessories: Jewellery and Bags & Luggage targeted most

Home and garden: Bed textiles and dinnerware focal for licensing

Key Parameters

Asia Pacific to be world’s growth engine in number of trips

Travel in China: SWOT

Personal domestic trips represent most common form of travel

Millennials: A key segment for licensing

Millennials ’ travel set to boom

Case study: Travel in the US

Destination the US: SWOT

Theme Parks

Licensing to theme parks brings both revenue and brand exposure

Theme parks utilise licensing to draw crowds

Anti-Disneyland takes on new Shanghai Disney Park

China to benefit from Disney factor

Dismaland Exhibition in the UK sparks controversy

New licensed theme park attractions: 2016 and beyond

US: World’s licensed theme park capital

Themed Travel: Emerging Trends

New consumerism drives themed travel

Themed flights take off

First Ferrari hotel to open in Spain

Luxury fashion house franchises continue to grow in licensed hotels

The reinvention of cruising: Licensed themed cruises

Licensed themes could help to diversify client base in cruises

Why buy this report?

Want to find out more about this report?

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