By Rieva Lesonsky
Marilyn Monroe is making a comeback more than 50 years after her death. Earlier this month the Marilyn Monroe collection launched in Macy’s, and the brand management and licensing company (Authentic Brands Group) that holds the rights also announced “Marilyn Monroe partnerships” for shoes, eyewear, accessories, candy and more. The iconic movie star’s life is also the focus of TV’s Smash.
According to The New York Times, Macy’s is targeting the first launch at young women, from 13 to 30 (though Women’s Wear Daily narrows that age demo to 16- to 22-year-olds). The paper says Macy’s research show Monroe’s name “still resonates strongly” with today’s Millennial shoppers. However, if the brand sells well among juniors, Macy’s is likely to expand the Monroe brand to other age groups. (Photo: Business Wire)
What does this have to do with you? Well, if this does take off, you might pitch Authentic Brands to get a license for a product. But more important, keep your eye on the trajectory here. If the Monroe moniker indeed moves products, especially among younger consumers, other iconic figures from the past might do so as well.
Are there licensing arrangements out there to be had? (Authentic acquired the Monroe rights only two years ago.) Although few can match the legendary Marilyn Monroe, if this works, you know others are sure to follow.