The licensing market is undergoing a rapid transformation, driven by the diversification of business models and the expansion of audiences. Today, licences are being adapted to a wide range of sectors, from luxury to sport and digital, and touch every generation.
In this context, cobranding plays a key role. Ephemeral collaborations and exclusive capsules are multiplying, enabling brands to explore new identities and capture increasingly diverse audiences. The retail sector, whether physical or digital, is also helping to boost the visibility and distribution of licensed products, while players such as Lego and Spin Master are now positioning themselves as creators of their own content and licences.
The apparel sector in particular illustrates these developments, with three major dynamics:
- Sustainability: adopting responsible materials and optimising production processes.
- Circularity & recycling: towards more ethical fashion and rethought collections.
- Innovative collaborations: strategic alliances between brands, licences and designers to create impactful collections.
Artificial intelligence is also making its way into brand strategies, opening up unprecedented opportunities for personalisation and content creation. But this advance also raises ethical and strategic questions:
- How far can creativity be automated without losing the human touch?
- How can we ensure that it is used responsibly and in line with brand identity?
All these issues will be at the heart of the discussions at CoBrandz,on 3rd and 4th April in Paris – La Grande Crypte, an opportunity to explore new horizons and discover best practices through enriching exchanges.
On the programme:
- Opening round table: Apparel industry and cobranding: findings and 5-year outlook – Thursday 3 April, 10am-10.40am
- Conference: Creative revolution: generative AI at the heart of brand strategies – Friday 4 April, 10.40am-11.10am
And many more talks on key themes in licensing, retail and new market trends to be discovered.
Register now here for free with the MLD-FREE-CBZ25 codes