License to Brand

Sloan, Carole
May 2005
Home Textiles Today;5/30/2005, Vol. 26 Issue 37, p18
Trade Publication
The article focuses on the name brand licensing in the home furnishings business, particularly in home textiles. Many have not a clue about the products they want to design. Even worse, few have any design background--even from a basic color or drawing perspective. And as the home furnishings world, and especially home textiles, barrels into this arena using licensing as a means of differentiation, the scenario is becoming almost bizarre. One of the key issues, beyond design credibility, is the marketing of the brand.


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