International Housewares Association

Industry Education, Tradeshow, Resources + More - IHA

  • All Posts
  • Show
  • Executive Networking
    • CHESS Conference
    • CORE Networking Groups
  • Global Opportunities
    • Connect GLOBAL
    • IBC Global Forum
    • Trade Missions
    • Key Buyer / Market Reports
    • Export 101
    • Global Retail Intelligence
  • Education
    • Smart Home
    • Gourmet Home
    • Webinars
    • Trends
    • Housewares History
  • Industry Resources
    • U.S. Retail Intelligence
    • IHSA Shippers Association
    • Government Affairs & Legal
  • Inspiration Magazine
    • Design
    • Innovation
    • Inspiration
    • Trends

License to Thrill: Wowing Consumers With Brands That They Know And Love

March 17, 2014

show_experience_daily_header

Consumers once were largely unaware of brands and their strength as pillars of self identify, but today they consciously want branded products that make them feel good about their purchases for that reason. That affinity is responsible for billions of dollars in sales every year through licensing and brand extension, a panel of licensing experts said. Consumers buy licensed products to replicate a style or brand essence they admire, to role play that they are a character with props, to take something home from a special event (souvenirs), to relive special memories either individually or to share with their children, to show their “fanship,” and to express a personality says Jessica Blue, vice president of the annual Licensing Expo in Las Vegas. Lia Buffa, vice president for new business at Food Network, notes that the explosion in consumer interest in food, especially making it, has given the network universal recognition that has resulted in a myriad of licensing deals that include books, magazines, wine and candles, plus an in-store presence with Kohl’s on many housewares. The meticulous licensing process, however, requires high standards, consuming detective work, diligent brand protection and complete dedication to the network’s advertising business. That does not make Food Network an easy partner but a passionate one that pays dividends to those carefully chosen and relevant few.

Filed Under: All Posts, Innovation Theater, Show Tagged With: 2014 International Home + Housewares Show, housewares, IHA, International Home + Housewares Show, International Housewares Association, Show Experience Daily

Recent Show Posts

Special Spaces

Decidedly Danish

Sculpting a Community

Jumbled Joy

Perfectly Porland

The Inspired Home Show 2022

IHA
6400 Shafer Court, Suite 650
Rosemont, IL 60018
United States of America

T: +1-847-292-4200
F: +1-847-292-4211

Staff Directory
Privacy and Legal

Connect With IHA

International Housewares Association
  • Facebook
  • LinkedIn
  • Twitter
  • YouTube

Connect With The Inspired Home

The Inspired Home
  • Bloglovin
  • Facebook
  • Instagram
  • Pinterest
  • Twitter
  • YouTube

© 2025 International Housewares Association · Design by Brian Lis · Log in