Sachin Goel
Executive Director & CEO Bradford India
Apparel licensing is almost 60% in terms of number of licensing deals
Global brand licensing Bradford was recently appointed as the exclusive India partner to develop the global brand of football icon, Diego Armando Maradona. Established in 2010, Bradford License India is a joint venture between Bradford Licensing LLC and Franchise India Group. The venture has been marked as India’s first end-to-end licensing solution provider, formed with the objective to increase awareness and support the growth of licensing in the country. In an interview with Fibre2Fashion, Bradford License India Executive Director & CEO Sachin Goel discusses apparel licensing in India.
Please give us a brief about Bradford License India?
Bradford is an award-winning consultancy leveraging over 50 years of experience of Bradford Licensing LLC and Franchise India Group combined. As pioneers we develop strategic licensing businesses resulting in successful consumer products and services, for leading global brands in corporate, fashion, character, entertainment and sports genre. Steering transformation in retail industry, Bradford enables retailers and manufacturers to maximise profits and revolutionise customer experience through brand extensions, which is the ultimate brand marketing tool.
What are some of the challenges in brand licensing that you as an agency can help overcome?
Bradford provides end-to-end solution and services to the companies seeking global brands to be associated with their business. We offer largest offering of brands to any industry and segment.
Our services include finding the right brand, commercial agreements, MIS, audit, invoicing support and time to time reconciliation between brands and licensee. We bring trust, transparency and smooth operations for both brands and licensee in every step starting from selection, agreement, to design approvals and commercial transactions.
What is the percentage of clothing brand licenses in the franchisee licensing business?
Apparel licensing is almost 60 per cent in terms of number of licensing deals in the industry, some of the deals are limited to 1-2 seasons, while some others are long-term deals extending to all retail formats.
Can you tell us some of the clothing brand licenses you have worked on?
Bradford has worked on many clothing brands in the past and present. Some of the names which we can share are Pepsi, 7UP, Mountain Dew, Manchester City, University of Oxford, Marie Claire, Carlton London, SwissBrand, Cheetos, Doritos, NASA, Hangten, Maradona, and WWF.
How big is the business on the clothing side in India?
In 2022, the apparel market will generate $87.60 billion in revenue. The market is anticipated to expand by 4.66 per cent yearly (CAGR 2022-2027). Approximately 40 per cent of revenue is through brand licencing.
What kinds of brands in menswear, womenswear and kidswear are popular when it comes to licensing?
There are many fast fashion, character, corporate, and lifestyle brands for each segment of menswear, womenswear and kidswear. Some of the popular ones from our portfolio are Pepsi, NASA, Marie Claire, Chhota Bheem, and 7UP. We are in the process of introducing many music and lifestyle brands by first half of 2023.
What are some of the important collaborations you are working on?
At Bradford, we are identifying the need and segments of growth within the scope of licensing. We are currently in discussion with many music, automotive and lifestyle brands, as per growing demand in apparel licensing.
What has been your growth story for the last two years?
In licensing business, the impact of pandemic has been same as with other retail businesses, however, Bradford managed to close few deals during 2020 and 2021. In 2022, we have added 15+ new brands and deals in our portfolio.
What are the future plans at Bradford?
At Bradford, we are expanding our operations in all areas, from team to brand portfolio, client base to entering into new overseas market. Our group company chairman Gaurav Marya has clear vision to expand the business to new and upcoming growth areas of licensing in retail, NFT, celebrity and new corporate and lifestyle brands.
(Interviewer: Shilpi Panjabi)
Published on: 23/12/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
