Red or Dead started out as a market stall in Camden in 1982, and since then it’s become a worldwide brand and licensees have been key to their sucess.
An interview with Julia Massey, Brand President of Red or Dead.
What is your fashion business background?
JM- My background is with sport and fashion brands working in brand management, brand licensing and retail. I started my career with Marks and Spencer as a graduate trainee on the shop floor.
Red or Dead license their different product categories very well. How do you constantly maintain so many partnerships with licensees?
JM - The key success factor of managing a licensed business is a clear direction and communicate a clear message to all partners. We ensure that all our products fully represent our brand values and personality by providing added value creative direction and inspiration. We also recognise that our partners are the experts in product, we simply add the creative direction and “brand buzz”.
What advice would you have for other brands who would like to do the same?
JM - Be clear about your brand message and work closely and support your partners to ensure success.
How did the latest RoD product category come about?
JM - The most recent product category was hosiery which was launched in November. This is a category that we felt was strategically important for the brand, complementing footwear, clothing and bags. We researched the market and initially approached some of the larger retailers and manufacturers. We wanted to create something different to the “plain black tight” and noticed two etailers had entered the market who were changing the way tights are being marketed and sold in the UK. We approached both and the result is our partnership with www.tightsplease.co.uk to launch Red or Dead Glorious Gussets.
What ventures are next for RoD?
JM - We would like to launch home furnishings, fragrance and fashion bicycles all showcasing our lovely prints and designs. We have other ideas but they’ll have to remain a secret for the time being. Just watch this space!