The show was amazing and I was able to mix and mingle with some of the most influential people in branding. Even more importantly for you, I learned a new word:
What does it mean?
It means to divide one asset, usually a trademark in the fashion industry, into as many pieces as possible.
Now, this concept of diversifying a trademark into small consumable pieces is not new, nor uncommon in fashion licensing. This is a recommendation that I have been making to fashion brands for years so they can become a lifestyle brand.
What I didn’t know until last week is that there is a word for it!!!
What do you think?
photo credit: Communal Table