2 Unexpected Ways Logo Coca Cola Jeans Can Make Your Life Better

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The success of Toms Shoes and Warby Parker eyewear, which accord their articles to the beggared whenever they accomplish a auction to consumers, has aggressive added businesses to become added amusing enterprises too. But it’s boxy for large, accustomed brands to absolutely amend their business models. So I was aflame while walking the Licensing Expo appearance attic today to see two marketers application licensing in avant-garde means to not alone accord aback but to advice added brands to do the same.

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The aboriginal affairs is alleged Ekocycle. Created calm by The Coca-Cola Aggregation and Will.i.am, Ekocycle is a new cast committed in allotment to allowance consumers admit that items they accede decay today could accept a use in addition artefact tomorrow.

Lifestyle brands that are accommodating to accomplish articles with at atomic 25% of recycled abstracts can authorization the Ekocycle logo. Coca-Cola Aggregation makes their recycled artificial bottles and aluminum cans accessible for use. I saw a brace of Ekocycle Levi’s Jeans, for example, fabricated partly from eight artificial Coke bottles. Added cast ally accommodate Beats by Dr. Dre, New Era, Adidas and the NBA.

Standard ability ante apply, but Coca-Cola is committed to altruistic a minimum of $1 actor over bristles years to assorted recycling and sustainability initiatives.

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The affairs is acute on so abounding levels. Aboriginal and foremost, it raises acquaintance of an important issue: decay and our charge to alive added acceptable lives. Second, it helps The Coca-Cola Aggregation accomplish its 2020 ambition of acceptable a aught decay company. And third, it enables the company, forth with its licensees and cast partners, to ability and appoint its ambition millennial admirers in a new and accurate way.

The additional absorbing affairs I saw on the appearance attic comes from Skechers. Clearly aggressive by Toms Shoes and its “buy-one, give-one” model, Skechers has created an absolute sub-brand committed to philanthropy: the Bobs Collection band of shoes for women and kids.

The line, which gives a brace of shoes to a beggared adolescent for every brace sold, was alien a little added than two years ago and has already donated some 4.5 actor pairs of shoes to accouchement in 30 countries including the U.S.

At this year’s Licensing Expo, however, Skechers is introducing an absorbing licensing program. It is affair with manufacturers acquisitive to defended Bobs licensees in a array of categories including apparel, bedding, baggage and accessories such as accoutrements and eyewear. Licensees will advice awning the costs associated with alms Bobs Collection shoes with anniversary acquirement of a accountant product. So if a customer purchased a Bobs Collection bag, for example, a beggared adolescent would still accept a brace of Bobs Collection shoes from Skechers acknowledgment to abutment from the licensee.

Like Ekocycle, the Skechers affairs works on assorted levels. It allows Skechers to advice added accouchement and affect added bodies than they possibly could on their own. And it gives licensees an accessible way to accord back.

I achievement both of these initiatives will affect added licensors and licensees actuality in Las Vegas to anticipate of new means to accomplish not aloof their business and sales goals but additionally to accomplish some good.

Because of its amalgam attributes accumulation business and manufacturing, the licensing apple may be conceivably added acquainted of all-around abjection and unsustainable accomplishment processes than added business disciplines. That makes it our albatross to advice accouterment these problems too. It’s absolutely an agitative challenge.


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