Trademarks accessories betting on sports clothing

They are called

Eastpak, Cool Shoes and Converse, and are recognized as leading brands in their respective sectors: backpacks, sneakers surfer, canvas sneakers. Today, these specialists accessory engage in textiles, where competition is already raging. Suddenly, their breakthrough is very focused. "You have to make collections of both limited number of references and very effective in terms of image," explains Stphane Grimault responsible for Converse for France. In practice, they generally focus on high - sweatshirt, tee-shirt, jacket or jacket - to be quickly noticed. They must also reflect the identity codes of the brand to appear as a logical extension to the public. Thus, fashion Eastpak plays on the practical and functional, while that of Converse placed on basic cuts echoing his philosophy.

Given the diversity of labels of fashion and sportswear in all kinds licensing peripherals, accessories specialists would they react now? Perhaps, although this is not fundamentally new. These include major sports equipment manufacturers, whose collections are no longer limited to baskets for years. Today, Adidas is going further by exploring the world of denim with Diesel, while collaborating with Puma Evisu jeans.

To be convincing in the first season

In watermark, these recent stress the need for these leaders to be convincing from the first season. "We can not be necessarily in a good market even if it is close to the initial activity, agree on at Eastpak. For this reason, Kickers shoes have not hesitated to defer to the 2010 relaunch of a textile that has already existed in the years 1970-1980.

Another problem often encountered during an Diversification at the international level, success differ from one country to another. What works in the United States must be adapted to European taste, "says Guillaume Flahaut, director of the licensing division at IMG Agency representative in Europe, the Major League of Baseball publishes with New Era caps. And for good reason, the current enthusiasm around labels "Made in USA", like American Apparel and Abercrombie & Fitch leads the public to expect from any brand of the New World, a colorful style and fashion, whether specialty or not.