Keds in collaboration with Taylor Swift

Image courtesy of www.licensemag.com

Keds will be collaborating with global country music artist Taylor Swift for a second footwear line. This line will feature 17 styles with an assortment of prints and colors inspired by Taylor Swift. Like the first line, it will include either a silver heart featuring the number 13 or a guitar pick with Swift's logo.

This collaboration is just one example of the increasing trend in celebrity and fashion licensing. As of 2012, character-related merchandise, consisting of entertainment, TV, movie and celebrity licensing, is the largest category of licensing and the biggest sales generator. Overall royalties are equal to $2.55 billion with a projected $49.3 billion in retail sales. Fashion licensing royalty revenues totaled $755 million with estimated retail sales of $16.5 billion.

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