Strategic Trends in Brand Licensing in the Eyewear Industry

Abstract

This dissertation aims at discussing the main trends that are shaping licensing strategy through the analysis conducted on a specific case in the eyewear industry: Safilo Group and its licensed Brands.

First of all, the main concepts of “brand” and “licensing” are identified and presented through literature reviews. The meanings of the word “brand” are defined through the analysis and definitions provided by scholars. An historical evolution of this concept is developed to show how, from ancient times, we have arrived to the modern idea of Brand. In addition, all the different types of Brands are identified, categorized and presented, following studies conducted by scholars. Another fundamental notion then follows: the concept of Brand licensing from two different perspectives. On one side, licensing is intended and explained as a strategy. In literature it is described as a tool to sustain brands extension, as a marketing technique and as a commercial activity. Motivations to pursue this strategy and trends that are shaping its structure are identified and presented. On the other side, licensing is intended as an industry. The structure of the industry is built, studying all property and product types that composed it. Than data and statistics are presented to understand the performance of this specific industry.

The second part of this thesis presents a specific case study. The research, information and analysis conducted come from a personal 7-months working experience in the licensing and marketing department at Safilo Group. From literature main trends in licensing are identified and the conducted research aims at defining how these trends are concretely characterizing the eyewear industry. The main purpose is to show how, through the years, licensing strategy has evolved from a secondary tool of marketing to an integrated strategy for companies and the reasons behind these changes are highlighted.