Sports Licensing White Paper 2001
The Licensing Industry in Doldrums -- Sales of licensed products of all kinds slipped 0.5% to $73.75 billion in 2000 and have been relatively flat since 1997, according to The Licensing Letter. The newsletter reported in July that the industry remained in the doldrums. This was not unexpected. The sports licensed products share of the total market declined from 19% of all licensed product sales in 1996 to 16% in 2000. Retailers continue to approach the category with extreme caution, reducing inventory or even discontinuing the category. Major Restructuring Under Way -- Against this backdrop, the major sports licensing organizations have been extremely industrious and creative in restructuring their businesses and improving customer service. This report reviews and details this market segment, providing the researcher with specific data and statistical informatioon necessary to make those tough decisions in an even tougher market.
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