Licensing in the Fashion Industry. Opportunity or Threat?

Focusing on the significance of licensing in the fashion industry, this thesis examines its role as a vital tool for brands, highlighting its profitability and revenue generation. It notes that the licensing sector, as reported by the Licensing Industry Merchandiser's Association, reached over 5.9 billion dollars in market revenue in 2007, solely from licensing fees and royalties paid to brand owners. The study underscores the importance of licensing as a strategic element for fashion brands in achieving financial success.