• G-Star
  • G-Star
  • G-Star
  • G-Star
  • G-Star
  • G-Star
  • G-Star
  • G-Star

G-Star

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Challenge

Leading European denim brand, G-Star Raw wanted to expand upon its product portfolio to access new customers, extend its marketing reach and build upon its relevance with retailers.

The Approach

G-Star had one long time licensed partner that had developed organically. In order to engage new licensed partners, they were in need of a formalized approach to product extensions. We designed, instituted, and lead a formalized licensing strategy, plan and infrastructure. We developed an all inclusive brand presentation document along with a bespoke brand introduction package and implemented a tender presentation process to engage potential partners. We also instituted a standard licensing contract that promoted consistent cash flow and greater control over marketing.

The Result

With the implementation of our standards we secured a license with an industry leading eyewear partner, garnered interest from leading fragrance, watch, utility and childrenswear license companies; improved licensing profits by €1M and increased marketing exposure by €700,000.