Retail Merchandiser - March/April 2017 - 51
to pin down what was a good fit for
their products. But the licensing team
has partnered with a trend agency to
help licensees find the right matches. "Now we can package and put
together themes that the licensees can
draw from," Sizeland says.
This gives licensees different styles
to work from one season to the next.
Sizeland notes that these can range
from European designs to those from
the Middle East. "We work with
them and ensure the scale of the
pattern is absolutely appropriate for
the product it's applied to," she says.
For example, the museum is pre-
paring a major exhibition of ocean
liners in collaboration with The Peabody Essex Museum in Salem, Mass.
"We are tapping into the golden age
of travel," she says, noting that the
V&A will display its collection of textiles, furniture, flatware and evening
ensembles from the 1920s and 1930s.
"Those can be applied to a wide
variety of companies and their products," Sizeland says, naming manufacturers of furnishing fabrics, rugs
and travel accessories as examples.
"We can provide ideas and inspiration
from our archives.
"The licensees are getting what they
want," she says. "It's also enabling us
to share the archive with consumers
in a way that we think is beautiful
and carefully thought through."
The V&A plans to explore new
categories for products as well as new
territories, Sizeland says. "For example, in Korea, we have two licensees
at the moment, with one in bedding
and one in jewelry," she says. "We're
also hoping we can expand in fashion,
apparel and more table-top ceramics."
The museum also is developing a
relationship with a licensee in China.
"We're hoping we can build a program there, so we'll be looking for the
right agent to look at that territory,"
she says. O