Authentic, WHP and Marquee have already reshaped the fashion landscape by focusing on intellectual property.
The brand management revolution has already remade the fashion landscape — from Aéropostale and Brooks Brothers to Van Heusen and Vince Camuto — and it might just be starting. that will park the sports brand next to all the brands above, as well as Reebok, Nautica, Forever 21, Barneys New York and more than 50 other names.
Brand management isn’t just a trend, it’s turning into a force in the consumer space, breaking traditional fashion businesses down to their constituent parts and rebuilding from there. “In America we actually have these brand management companies” consolidating the industry, said Jonathan Lazarow, a deal-savvy attorney and founding member and co-chair of Ambrose, Mills & Lazarow’s Corporate Group. “They’re monetizing the assets. And that in of itself is uniquely American.
But in truth, the companies the IP specialists buy — including Barneys and Express — were almost universally under serious strain before they showed up.and others, said: “We don’t set out to buy bankrupt brands. We want to buy timeless brands and that means they’ve been around for a while.” Salter is often characterized as a braggart by market observers, but he’s proven he’s got the chops to silence his critics. When Authentic is mentioned in the same sentence as the other brand management companies, Salter bristles, saying his company is head and shoulders above the rest.
WHP’s first deal was for Anne Klein and today it owns a portfolio with more than 12 brands in three verticals — hardgoods, fashion and athletic — worth more than $7.5 billion in retail sales. Its holdings include Joe’s Jeans, Bonobos, Joseph Abboud, Isaac Mizrahi, William Rast, Lotto and Toys “R” Us, as well as investments in the Express brand and Rag & Bone.
While the brand management firms are all using the same basic playbook, there are important differences.
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