|Title:||United States and Canada licensed fashion merchandise retail sales by designer/brand type in percentages with industrywide total in dollars for 2010|
|Source:||TLL The Licensing Letter|
Start of full article - but without data
RETAIL SALES OF LICENSED FASHION MERCHANDISE,
BY TYPE OF BRAND OR DESIGNER, U.S. AND CANADA, 2010
(Total = $XX.XX billion)
Home Decor/Furnishings Brands and Designers (X.X%) Footwear Brands and Designers (XX.X%) Apparel Brands and Designers (XX.X%)
SOURCE: THE LICENSING LETTER
Note: Table made from pie chart.
Retail sales of licensed merchandise based on fashion brands and designers declined X.X% last year, to $XX.XX billion in 2010 from $XX.XX billion in 2009, according to TLL's Annual Licensing Business Survey.
This represents the largest drop of any of the five major licensed property types--Trademark/Brand, Fashion, Entertainment, Sports, and Art. However, it was less than half the size of the decline the sector experienced in the previous year, when retail sales of licensed merchandise based on fashion brands dropped XX%.
Despite the soft results for fashion licensing as a whole, there were some bright spots, with several individual properties showing growth in licensing during the year. In fact, in many ways it was a story of the "haves" versus the "havenots."
On the positive side, many major fashion brands and multi-brand conglomerates that release financial results showed year-on-year gains in their latest fiscal year:
* Phillips Van Heusen's Calvin Klein saw royalties grow XX% globally;
* Collective Brands, which owns Stride Rite, Keds, Sperry, and Saucony as well as shoe retailer Payless, reported royalties up XX%;
* Jones Apparel Group, which owns Anne Klein, Nine West, Gloria Vanderbilt and other brands, witnessed licensing revenues up X%;
* Iconix saw revenues up XX% for its XX brands, which are mostly from the fashion sector (Candle's, Joe Boxer, Danskin, Rocawear, and others) but also include the recently acquired Peanuts business;
* VF Corp. reported royalty income from its XX brands (Wrangler, Lee, Vans, The North Face, Nautica, Majestic, and others) up X%; and
* Perry Ellis International had royalties up XX% over 2009.
Other brands did not fare as well, including many smaller and some larger names. Ralph Lauren saw total revenues decline in the first nine months of its fiscal year and blames some of the decrease on lower sales of its licensed home goods. Liz Claiborne saw revenues in its partnered brands unit, which includes licensing, decline, in part due to its transition to exclusive licensing deals with JCPenney and QVC for its namesake brand. Delta Apparel reported sales declines in its vintage licensed products.
In terms of product sectors, no categories saw growth during the year, although their performance varied greatly:
* The two largest categories, accessories and apparel, saw declines of X.X% and X.X%, respectively. Together, those categories represent XX.X% of all retail sales of licensed fashion products. Footwear, which accounts for another X.X% of total sales, was down X.X% overall, although some individual brands reported increases.
* HBA, including fragrances and cosmetics, were flat, as was eyewear. These are the third and fourth most significant categories in fashion licensing, with XX.X% and XX.X% shares of market, respectively. While there were many strong new and on-going licensed lines in both categories, fashion brands faced competition from other property types, notably celebrities and musicians.
* Items for the home, which also faced strong competition from chefs and other celebrities, all saw sales fall, with domestics down X.X%, furniture/home furnishings down X.X%, and housewares down X.X%. Collectively, these three categories account for just X% of total retail sales of fashion-licensed products.
* The categories that declined the most were those that were farthest away from the core business, such as publishing, stationery/paper, and gifts and novelties, all of which saw double-digit declines. All are very small categories, with shares of less than X% each.
Of course, there are wide variations from the norms when it comes to individual properties, both in terms of total and category-by-category results.
RETAIL SALES OF LICENSED FASHION-BASED MERCHANDISE,
BY PRODUCT CATEGORY, U.S. AND CANADA, 2009-2010
(Dollars in billions)
2010 2009 RETAIL RETAIL % CHANGE SALES SALES 2009-2010
Accessories $X.XX $X.XX -X.X% Eyewear $X.XX $X.XX X.X% Handbags, Backpacks, Messenger Bags $X.XX $X.XX -X.X% Headwear $X.XX $X.XX -X.X% Hosiery $X.XX $X.XX -X.X% Jewelry and Watches $X.XX $X.XX -X.X% Luggage and Travel Accessories $X.XX $X.XX -X.X% Scarves and res $X.XX $X.XX -X.X% Other $X.XX $X.XX -X.X% Apparel $X.XX $X.XX -X.X% Domestics $X.XX $X.XX -X.X% Footwear $X.XX $X.XX -X.X% Furniture/Home Furnishings $X.XX $X.XX -X.X% Gifts/Novelties $X.XX $X.XX -XX.X% HBA $X.XX $X.XX X.X% Fragrance $X.XX $X.XX X.X% Other $X.XX $X.XX X.X% Housewares $X.XX $X.XX -X.X% Infant Products $X.XX $X.XX -X.X% Publishing $X.XX $X.XX -XX.X% Stationery/Paper $X.XX $X.XX -XX.X% Toys/Games $X.XX $X.XX -XX.X% Other $X.XX $X.XX NA TOTAL $XX.XX $XX.XX -X.X%
2010 SHARE CATEGORY OF MARKET
Accessories XX.X% Eyewear XX.X% Handbags, Backpacks, Messenger Bags X.X% Headwear X.X% Hosiery X.X% Jewelry and Watches X.X% Luggage and Travel Accessories X.X% Scarves and res X.X% Other X.X% Apparel XX.X% Domestics X.X% Footwear X.X% Furniture/Home Furnishings X.X% Gifts/Novelties X.X% HBA XX.X% Fragrance XX.X% ...