It is our goal to give [alternative] guidelines to retailers in their approach of branding strategies. A Retailer’s private labels must examine today the advantages of licensing but needs also to consider all the consequences of such strategy on the long term. Alternative Branding is a complete, flexible package offering both the strategic, tactic and the operational approach of the licensing activity. Alternative Branding is the natural link between Retail, Licensors and Licensee.
Retailers have considerably changed in the last 2 decades. Their strength is not only based on their distribution network but now also on their buying and sourcing capabilities. In the licensing industry, too few licensors have anticipated the arrival of such huge players. It is necessary to propose to the retailers the appropriate business model: a strategy through traditional licensing, direct sourcing or Direct To Retail (DTR).
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