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Licensing of Clothing Brands

Licensing agreements lease the right to use legally a protected brand name and its relevant logo and graphic to apply on a product, a service, or a promotion. The licensor owns the mark, and the licensee can be a manufacturer, supplier, or distributor who acts on behalf of the licensor and whose production output is increased by the perceived value of a well-known brand. In the fashion industry, licensing issues mainly concern a partnership between a brand with high reputation (often international) and a local or international manufacturer, who often holds an agreement to distribute.

Licensing can be studied through various disciplines concerning management, law, international commerce, and globalization. It concerns intellectual property rights, export techniques and international distribution, marketing and branding, product development and extension.

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