0.Question 10Which statement about licensing management in fashion and luxury is correct?1 pointIn fashion licensing started in Italy in the '50s to support the extension of the griffe on core categories.The licensee has full control of creativity in communication strategies (institutional, brand).The licensing key success factor is the professional management of the licensing partnership (contract, management of details, approvals).

Which statement about licensing management in fashion and luxury is correct?1 pointApparel and shoes are the two most important licensed categories in fashion and luxury.The licensee is the brand owner and the licensor takes care of the strategy's execution.The licensee develops prototypes according to licensor’s design direction and manufactures the sample collection

How can licensing be defined?1 pointThe permission to use a certain trademark and style for production and/or distribution of one or more product categoriesThe practice of leasing the right to use a firm's successful business model and brand for a prescribed period of timeAn equity agreement to start up a new venture

What is a key success factor for premium brands?1 pointThe creation of a very exclusive selling ceremonyThe glamour granted by the fashion showThe right marketing mix (i.e. a combination between trendy products, value for money, customer service, and a strong concept of communicati

Identify a true statement about licensing.Multiple choice question.It reduces revenue.It involves costly startup investment.It involves high risk.It is a powerful marketing tool.

Question 3What is the difference between fashion and luxury?1 pointFashion is about apparel while luxury is about durable products.In fashion the brand heritage is crucial while in luxury the designer persona is key for success.Fashion is driven by seasonality, while luxury is not.