Brand Expansion

Sophia Chabbott

The Nicole Miller company may be 25 years old, but its loyal consumers are just getting a taste of what it has to offer as a lifestyle brand.

In late 2005, chief executive officer Bud Konheim announced the firm's all-out accessories initiative, signing licenses for handbags, footwear, belts and jewelry, as well as other related categories in a bid to boost the brand's revenue by 25 percent.

Many companies are signing licenses in a way of expanding their brand name. Nicole Miller is another designer doing just that. She is mostly known for her high fashion dresses, but now she is adding to her collection. She has signed a total of 34 licenses which include jewelry, handbags, sunglasses, menswear, home goods, and a variety of others. While many may say that too many licenses can be dangerous for a company, Nicole Miller is completely involved in every detail. This will also be a way for the company to increase their profits. If she remains in control of everything and keeps her high-end status I believe that she will have created a lasting empire for herself.

http://www.wwd.com/search/article/112277

Alexandra Artim