Land, Sea and Air: Luxury Auto Brands Extend Themselves in All Directions

posted in media, news on 12/5/17

As seen on LIMA’s Inside Licensing on http://www.licensing.org/

Luxury automakers are increasingly traveling new routes to reinforce their brand image and attract new consumers.

Luxury automotive brands traditionally have used upscale apparel and fashion accessories (along with less exclusive categories such as die-cast and model cars) as the basis of their lifestyle efforts. But in recent years, they’ve also been layering on a diverse collection of less-than-obvious extensions.

“You define luxury by quality and experience so automakers are trying to take that same process and expand into other areas which are why residences and other experiential categories make so much sense,” says Global Icons’ Jeff Lotman, whose firm represents Ford and its luxury Lincoln brand. “Those people that are going to buy an Aston Martin or Porsche condo probably don’t have the cars. It is about the style and design and it may make them think about buying the car.”

How Chefs Go From Restaurant Kitchen to Grocery Store Brand

posted in media, news on 11/30/17

Inside the world of licensing your name to Big Food

Jeff Lotman has tried for years to get to Nobuyuki Matsuhisa to license his name. “I don’t believe in ‘no,’” the brand-licensing executive says. “I only believe in ‘No, right now.’ I have chased people for years before they’ve said yes. Chefs are often afraid they can’t get control. They can.”

Where Matsuhisa, the world-renowned chef behind Nobu, has refrained, other household-name chefs have done the opposite, signing over their names to restaurant operators, manufacturers, and retailers, lending their image to everything from sauces (Bobby Flay) to spatulas (Alton Brown), chilled ready-made meals (Jamie Oliver) to pressure ovens (Wolfgang Puck), knife sets (Rachael Ray) to K-cups (Emeril Lagasse).

Lotman, the founder and CEO of Global Icons, a Los Angeles-based licensing agency, has been consulting and acting as a middleman in the business of branded goods and services since the early aughts. His agency works more closely now with corporate rather than personal brands, but he remains an opportunistic observer of the market.

AUTODROMO ANNOUNCES OFFICIAL WATCH PARTNERSHIP FOR THE FORD GT SUPERCAR

posted in news, press release on 11/21/17

New York, N.Y. – Autodromo, the New York-based watch and accessories company inspired by the golden age of motoring, is pleased to announce a new collaboration with Ford Motor Company to create watches for the Ford GT, the fastest production car ever to wear the Blue Oval.

How Nordstrom, Macy’s, And Calvin Klein Are Making A Killing Even As Retail Is Crumbling

posted in media, news on 10/11/17

When I was young, when you got your driver’s license, your parents took you to the local dealership and bought you a used car. And that’s if you were lucky. Today, no one buys a “used” anything, which just sounds cheap. Instead, thanks to Madison Avenue, everyone gets treated to a “certified, pre-owned” vehicle.

Linguistic rebrandings like this have been so successful that they now permeate every industry. For example, say you’re at a restaurant and see “Patagonian toothfish” on the menu. Surely you’d be repulsed, which is why chefs have rechristened this cod “Chilean sea bass.” Yum, yum!  Ditto for “junk bonds,” which we now know as “high-yield bonds,” and “taxes,” which has been transformed into “revenue enhancements.” Marketers use such semantics not to deceive, but to emphasize a larger or more specific truth.

University of Oxford and Bahoma Limited Announce Candle & Home Fragrance Deal

posted in news, press release on 10/5/17

EUROPE–The University of Oxford has partnered with the international company Bahoma Limited to create a range of candles and home fragrance collections for the European and U.K. markets.

The five-year deal was brokered by Global Icons, the University’s licensing agent.

The initial product lineup will feature a mix of branded and content-driven themes inspired by the historic University–such as college bops, hushed libraries, dreaming spires, misty mornings and college scarves. In addition, Bahoma is currently working on a collaboration with the University’s Botanic Garden.

Leading Italian Watchmaker Fashions Iconic Vespa Collection

posted in news, press release on 9/26/17

LONDON, UK (September, 2017) – This multi-year deal was brokered by Global Icons, exclusive global licensing agent for the Piaggio group. This unique collection has just launched in Europe, Middle East and Asia, and is expected to fill the gap in the market for Vespa inspired accessories in the fashion and lifestyle space.

Sordi’s new offering will reflect the superior technology, innovation and iconicity of the Vespa brand, whilst taking into consideration the unique and powerful brand heritage. The range is crafted of quality materials and to the highest standards, created fully in-house from design to implementation. Sordi prides itself in being one of the few Italian companies offering such services, making them the ideal watch partner for the iconic Vespa brand.

OJO ELECTRIC TO OFFER FORD-BRANDED LINE OF ELECTRIC ADULT SCOOTERS FOR GLOBAL DISTRIBUTION

posted in news, press release on 9/20/17

Santa Monica, California, September 19, 2017 – OjO Electric today announced an official global licensing agreement with Ford Motor Company to create an exclusive line of six Ford OjO Commuter Scooters®. These unique scooters will draw visual inspiration from classic and contemporary Ford vehicles while integrating OjO’s innovative design and technology. Beginning in January 2018, the Ford OjO Commuter Scooter will be available for purchase at retailers nationwide as well as online at www.ojoelectric.com. Select models of the Ford OjO Commuter Scooter will be previewed at interbike in Las Vegas, NV September 20 – 22, 2017.

Vespa Rides into the Fashion & Lifestyle Space with Footwear Collection

posted in news, press release on 9/19/17

LONDON, UK (September, 2017) – Industry leading brand licensing agency, Global Icons, brokered the deal between BREX and Vespa, as Piaggio’s exclusive global licensing agent. The launch of the Fall/Winter 2017 collection will commence with influential retailers in London, Paris, Milan, Barcelona and Prague, before extending globally.