Renaissance Woman of Product Licensing

GUESS? joined FIDM students for a week of discussions, presentations, and fun aimed at educating the student body about the real world of apparel manufacturing, design, and fashion-forward thinking. (Part 2 of 3)

Rebecca Damavandi just knew her career fate would involve fashion and she was right! She is now Director of Product Licensing for GUESS?. Her educational path started out at UCLA where she majored in history and minored in business. She pursued her love of fashion at FIDM where she completed the one-year Professional Designation Program in Apparel Manufacturing Management.

While attending classes at FIDM, she worked as a production manager for a small apparel company in Santa Monica where she came to an important realization. In the midst of buying trims and fabrics, filling out cost sheets, and dealing with manufacturers, Rebecca realized that it wasn't the job for her, which helped her narrow down her career choices. After graduation, Rebecca interviewed with GUESS? and landed a great job. Her new position in product licensing involves the best of the business and design worlds.

Licensing touches us in many ways we don't even realize. As Rebecca explained it: A "mother" company (licensor) sells the right to use their brand name and image to another company (licensee), who in turn uses that name and image on a variety of products. So when you buy a GUESS? watch or handbag, they were actually produced by separate companies. The licensor collects royalties from the sale of those items. Why would the manufacturing companies consider giving up profits? Because the value added to the merchandise by a licensed image is huge - instant, automatic brand identification. People trust the licensed product for qualities that stem from the licensor. In the end, both licensor and licensee come out ahead. The licensor can expand their product lines with the advantage of the manufacturing expertise and facilities of other companies. Someone from the mother company must supervise the quality and look of the products bearing their name. For GUESS?, that person is Rebecca.

Rebecca finds and meets with potential licensee companies, and if there's a good licensing match, she puts together a contract. Licensing is a very lucrative business and there are a lot of contractual elements and requirements involved. She goes over everything with the licensee including silhouettes, colors, fabrics, and trims. GUESS? is very hands-on with the entire process, and Rebecca does a lot of hand-holding to make sure the licensees develop exactly what GUESS? wants. For instance, GUESS? forms a contract with a watch manufacturer. Then Rebecca oversees the line as it's developed and offers intensive design direction. Rebecca explained how the best part of licensing is that most of the production details fall on the manufacturer's shoulders, and off of GUESS's plate. Once they have produced the merchandise, the licensee sells the line to buyers approved by GUESS? in the licensing contract. The licensee also does advertising for the line, following contract guidelines.

Rebecca approves all of the advertising, including signage, store displays, and anything online. Licensees can quickly fall into breech of contract if they sell merchandise to off-price stores, don't pay royalties, use unapproved fabrics and materials, or run unapproved ads. Rebecca does everything she can to prevent contractual problems and often works closely with the GUESS? legal department.

Product licensing keeps Rebecca on her toes - she's constantly researching the competition to find out what kind of licensing agreements they're entering into. If a competitor signs a swimwear licensing contract, then Rebecca knows that GUESS? also needs to produce a great swimwear line that will get to department stores first. She also works hard to keep accessories in the theme of the line's overall "story." She makes sure that sexy skirts have complementing strappy sandals and zebra pants get coordinating zebra shoes, watches, and purses. A shopaholic's dream job!

A color-curious student asked Rebecca, "How do you pick colors and inform all your licensees about the color choices?" She explained that the design department goes to trade shows and uses color forecasting services. They pick colors that go with the line they're working on, and she comes up with some colors on her own that she knows will coordinate with accessories. Here's the fun part - she creates trend books for licensees and holds fun seminars to keep them up on the latest trends and colors.

Businesswoman, trend forecaster, market researcher, production supervisor, design director - all of these describe Rebecca in her multifaceted career. She's truly a Renaissance woman! How does she feel about her cool job? "Licensing is the whole big picture. It's frantic and hectic but that's what I enjoy!"