Why Collaboration and Licensing is Important for Heritage Brands
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.
Think Belstaff, Tricker’s, Burberry, Paul Smith, Harrods, Viviene Westwood, Liberty, Mulberry - the list goes on. These brands all share the common characteristics of longevity, historical relevance, and symbolic value.
That said, historical relevance and longevity are not guaranteed. Given the diversity of the consumer market and the vast changes in purchasing and decision making over the years, heritage brands cannot simply rely on their symbolic value to carry them through the tides of modern consumer behaviours.
This is where collaboration and brand licensing hold massive value and importance for heritage brands. It’s the gateway to extending the compelling storyline that many heritage brands have forged, and it is an increasingly common practice amongst many of the heritage brands we know and love
The reason behind this is that collaboration and brand licensing encourage continuous innovation, which allows heritage brands to secure the demands of the current and future marketplace whilst still acknowledging their heritage.
After all, heritage and innovation don’t necessarily need to be in opposition to each other. In fact, the most successful heritage brands happen to be the best at innovating through brand licensing and collaboration. This is precisely how they maintain their relevance as generations pass, seamlessly continuing to stay relevant in the midst of an ever-shifting landscape.
Let’s take the heritage lifestyle brand Barbour as an example, which recently teamed up with the luxury interiors company House of Hackney. The collaboration saw the launch of a new capsule womenswear collection for AW21 - a collection that combines heritage with modernity.
Another interesting example of heritage meeting modernity is Oxbridge Watches - a brand licensing business partnering with the best of British brands to provide unique and memorable luxury products. The Oxbridge Watches themselves are officially licensed luxury watches manufactured by Bremont, that are exclusively available to Oxbridge students, graduates, and alumni alike. The brand combines the heritage of both the Oxford and Cambridge University with luxury timepieces, whilst paying homage to the exclusivity of both institutions through the limited edition watches.
As a British luxury brand, it’s impossible to talk about heritage without mentioning Burberry. Burberry has been a British luxury brand since 1856, embodying heritage, craftsmanship and innovation at the heart of their story. This is symbolised by the iconic trench coat, woven from the weatherproof gabardine cloth invented by the founder Thomas Burberry. Another iconic symbol of the brand is the check pattern, which has become instantly synonymous with the brand itself, thus forming the core design principle of many of the collaborations that Burberry have undertaken. A case in point is the Burberry x Vivienne Westwood collaboration, with honours British style and heritage with a rock and roll twist. This collaboration went on to prove the timeless nature of the brand, by virtue of its applicability to modern-day collaborations in an effort to stay relevant with the ever-changing landscape of fashion.
