Licensing in the Fashion Industry. Opportunity or Threat?

Table of Contents

List of Abbreviations

List of Figures and Tables

1 Introduction
1.1 Problem Definition and Objectives
1.2 Course of Investigation

2 Fundamentals and Theoretical Framework
2.1 Brand and Branding Components
2.1.1 Definition of the Terms Brand and Trademark
2.1.2 Definition of Brand Equity
2.1.3 Definition of Brand Image
2.1.4 Definition of Brand Identity
2.2 Brand Stretching
2.2.1 Definition of Brand Stretching
2.2.2 Types of Brand Stretching
2.3 Licensing
2.3.1 Definition of License and Licensing
2.3.2 Dissociation from Merchandising
2.3.3 Industry Overview
2.4 Fashion and the Fashion Industry

3 The Concept of Licensing
3.1 Licensing Agreements
3.1.1 Licensees and Licensors
3.1.2 Content of a Licensing Contract
3.1.3 Compensation
3.2 Types of Licensing
3.2.1 Personality Licensing
3.2.2 Character Licensing
3.2.3 Event Licensing
3.2.4 Brand Licensing
3.2.5 Designer and Fashion Licensing
3.3 Licensing Objectives
3.3.1 Objectives of Licensors
3.3.2 Objectives of Licensees
3.4 Licensing as a Strategy to grow Internationally

4. Brands and Licensing in the Fashion Industry
4.1. Brands and Fashion
4.1.1 Fashion Brands
4.1.2 The Importance of Fashion Brands
4.2. Licensing in the Fashion Industry
4.2.1 Brand Licensing Concepts in Fashion
4.2.2 Examples of Brand Licensing in the Fashion Industry
4.2.3 Opportunities and Threads of Licensing in the Fashion Industry
4.2.4 Advantages and Disadvantages of Brand Licensing in the Fashion Industry

5 Summary and Conclusion

Reference List