Rethink the Shrink: Three Ways Licensing Safeguards Against Retail’s Right-Sizing
That didn’t take long.
The rash of retail right-sizing and closures that I began warning my clients about early last year is reaching critical mass and having fewer shops dotting the land will challenge brand marketers.
Online store revenue still represents a relatively small portion of most retailers’ overall business so, as fast as e-commerce is growing, in the short term, it won’t make up for volume shortfalls resulting from the massive reductions in store count.
As daunting as it may seem for retailers to counteract the dynamics that drive the domino effect, the licensing community has a few tricks up its sleeve. In fact, licensing presents a unique hedge against downsizing in three important ways.