What comes to mind when you think of the term ‘heritage brand’?

Although the essence of a heritage brand far exceeds the confines of a simple definition, a general rule of thumb to describe a heritage brand is one that exhibits longevity, track record, long-held core values, use of symbols that stand for the brand over time, and above all, a history that is intrinsic to the brand.

No British band has ever made such a huge impact in such a short time as Joy Division did. Their seminal debut release Unknown Pleasures has gone on to become a cult classic, with the album cover designed by the world-renowned graphic designer Peter Saville completely transcending the band and going on to become one of the most famous pieces of music iconography.

In the first part of this article, we explored how sustainability within licensing agreements provides brands with the opportunity of pioneering seminal approaches to manufacturing, weaving social responsibility into the forefront of the production process. In part 2, we will be shining a light on a specific brand that has been taking centre stage with regards to the sustainability measures outlined within their manufacturing processes…

Consumers are now far more aware of the damage that some items are doing to the environment, with many beginning to take action by refining their consumption habits and being more responsible. Brands have also been adopting sustainability plans and extending them into licensing agreements in order to address the surging concerns about the health of our environment. After all, half of digital consumers say that environmental concerns impact their purchasing decisions - the impulse to go green is clearly gaining momentum.

Brand collaborations that centre around sustainability can deliver strong commercial benefits and have proven themselves to be a driving force for a better luxury industry for all involved. Licensing agreements between brands can also accelerate better shopping practices amongst consumers too, ultimately increasing the pool of conscious customers. After all, 42% of U.S and UK consumers say products that use sustainable materials are important in their purchasing decisions.

Owen Thompson, an alumnus of Wolfson College Cambridge, and Xavier Parkhouse-Parker, an alumnus of Homerton College Cambridge, discuss how they met whilst studying at Cambridge Judge Business School. Now they are working together to grow DoubleGood Licencing.