Sprung upon the (non-Japanese) world last week was a series of lingerie based on the Disney Princess brand. Yet here in the west, a bit of a burhaha unfolded as people discussed the merits and demerits of such merchandise. In the midst of it all, people forgot that they might not be so weird, or so bad after all.
Licensed apparel (or clothing) has gained prominence in the merchandising puzzle as of late thanks to its simplicity, low cost/high margins and its customizability. Long gone are the days when clothing bearing your favourite cartoon character was only availably in a few, all-round safe choices. Today, thanks to on-demand production and the internet as a sales channel, it’s possible to create clothing with just about anything on it and in just about any batch size. So here’s the deal, given a choice, would consumers rather wear clothes that feature a character or rather replicas of the clothes the character wears?