Merchandising
Merchandising is the sale of branded goods associated with a club, artist or franchise, directly or through licensees.
Why It Matters
Margins depend heavily on whether the brand owner sells directly or licenses, and direct selling also returns customer data to the rights holder.
Related Terms
- Direct-to-ConsumerDirect-to-consumer is selling straight to the customer, through a brand's own channels, rather than through wholesalers or retailers.
- Intellectual PropertyIntellectual property is legally protected creative and technical work: copyrights, trademarks, patents and the rights to license them.
- Sports MarketingSports marketing is the promotion of clubs, competitions and brands through sport, covering audience growth, partnerships and the activation of sponsorships.
- FranchiseA franchise, in entertainment, is a set of properties built on the same characters or world, released across films, television, games and merchandise.
VANTAGE52 Coverage
Published reporting filed under the topics behind this concept.
Zara Is Rethinking How It Expands
Inditex is turning to the U.S. for its next phase of growth, using online demand and store performance to make more selective decisions about where and how to expand.
How Reflect Studio Is Turning Merchandise Into a New Commercial Model in Turkiye
Reflect Studio is building a business around merchandise, culture and community, working with names such as Galatasaray, the Turkish Volleyball Federation, MUBI, Socrates, Duman and mor ve ötesi.
How Did Bryant Park Become One of New York’s Most Powerful Commercial Areas?
Bryant Park has evolved into one of New York’s most notable commercial ecosystems, bringing together shops, restaurants and global brand partnerships.
Marc Jacobs Enters A New Era After LVMH Ownership
WHP Global and G-III take the brand from LVMH, with Jacobs himself staying as creative director.
Artisans Of New York Brings The Art Of Blown Glass To Collectors Around The World
Founded in 2007 after an encounter with a single Ikebana vase, the New York company has built a curated platform that carries independent glass artists from Bryant Park and Industry City to collectors worldwide.
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