Continuing to Innovate in 2024
License Global gets an inside scoop on Bioworld’s brand strategy for challenging limits in the licensing industry and gives a behind the scenes look of what is next for the company.
License Global recently had the opportunity to sit down with Bioworld — a company that is consistently recognized for being a successful manufacturer and distributor in over 25 apparel and accessories categories in the licensing industry. It has partnered with hundreds of world-renowned brands, including Disney, Warner Bros., Minecraft, Naruto and Sanrio. The company has also recently expanded its sports and lifestyle portfolio. However, in 2024, Bioworld has plans to be more than just a global manufacturer and distributor of licensed apparel, accessories and home goods. It will be working to push boundaries in the licensing space through a distinct corporate brand strategy that embraces more innovation, seamless omni-channel experiences and efficiencies across every business channel.
Defining What is New
Since trends and consumer demands are generally produced through societal values and cultural influences, most businesses follow these trends and demands to maintain a certain level of success. However, unlike most companies, Bioworld’s brand strategy attacks surfacing trends to define industry whitespace, adopts emerging techniques and prioritizes innovation. Its recent move back into the travel industry with Disney is the perfect example of the company’s forward-thinking ideas and brand strategy.
“As most people know, the travel industry was disseminated during the pandemic. But, as things opened back up, we were well positioned and saw emerging whitespace for licensed and branded travel accessories and luggage. So, Bioworld set out to innovate that space with the same diligence as it has all other categories for over 20 years,” says Michael Nolan, senior vice president, Bioworld.
The unique Disney luggage collection features several silhouettes and colorways. The suitcases from this collection are made from an elevated polyurethane, decreasing their maintenance and increasing the suitcases’ durability and longevity. Plus, the suitcases, available in 20-, 24- and 28- inch models, have corner guards for extended protection.
Disney luggage collection, Bioworld
Nolan continues, "The nature of travel has changed from business and traditional trips to adventure and personal growth. Consumer expectations have also evolved into different features, colors and shapes. The Bioworld team has the ability to reach those consumers with their favorite brands now more than ever.”
The continued focus on product innovation also allows Bioworld to offer an extended selection of styles to the consumer at every price point and in every retail channel. Some other stand out products that have been released in early 2024 are the new Real Tree and Sanrio’s apparel collections. Both collections feature all types of clothing, from varsity jackets and hoodies to matching skirts and tops.
“Bioworld’s focus is translating great brands onto creative products for every pop culture fan,” says Jason Mayes, senior director of marketing and intellectual property, Bioworld.
Sanrio's Hello Kitty Varsity Jacket, Bioworld
Reaching Consumers No Matter Where They Are
Another important part of the brand strategy is accessibility to Bioworld’s visionary products. Over the last 20 years, the company has built an industry-leading infrastructure capable of fulfilling every customer's need across continents. With 11 offices worldwide (including five international), it has the strategic capability to increase products' speed to market and partners’ global business intelligence. This mitigates risks for partners and opens new revenue streams across many business channels.
“Our infrastructure allows Bioworld to fulfill orders around the globe. This includes traditional brick-and-mortar retailers, e-commerce marketplaces (including Amazon), wholesale ecommerce in the U.S., U.K., Canada and India, direct-to-consumer channels and even social commerce. This not only increases brand partners’ reach but creates tremendous business intelligence the company can use to streamline the process and ultimately get the fans the products they desire quicker,” says Mayes.
Pop Culture for Everyone
However, Bioworld’s brand strategy goes beyond accessibility, creative product design and immersive retail experiences. It also highlights the importance of diversity and inclusion in the marketplace and the uniqueness of every consumer. Therefore, the company invests in studying customer needs and pain points and analyzing industry patterns to ensure every consumer has functional products that express their fandom.
“We are proud to be a part of the global community working to increase positive change throughout the marketplace,” says Mayes.
All in all, License Global is excited to see where this brand strategy will take the company in the remainder of 2024 and looking forward to seeing other unique techniques and ideas that will continue to change the licensing industry and all channels of pop culture commerce.
Minecraft Adaptive Backpack, Bioworld