Licensed Products
Shifting store best sellers to an online business. I took this initiative starting late last year and saw it fully take off this year, with consistent sales through. I took the button pin business from a downtrending silhouette to one of the highest GMROI categories in my classes.
Crafting a unique experience and keeping customers engaged as a recognized destination. When I took control of lanyard production, we were just recovering from a challenging period due to COVID. People weren’t venturing out as frequently; nonetheless, I kept a close watch on sales and trends, poised to re-enter the market as soon as possible. Once I shifted toward what made us a sought-after destination and focused on our customers' needs, we began to see a 35% increase in sales. Not only did sales rise, but I also recognized an opportunity—a gap in the market. A high-end retractable lanyard that an adult with a touch of whimsy would appreciate carrying. I collaborated diligently with vendors to ensure the best cost and quality without compromising our margins or customer satisfaction. By the end of 2023, lanyards had emerged as a growth category and have continued to thrive.
Photo Notes:
New Shapes- Market research from 2022 indicated a rise in coffin shapes beyond the typical goth scene. I launched our first coffin-shaped bifold lanyard in the fall of 2022, which was successful and has since evolved into an anniversary silhouette. House and character shapes were the first fully shaped lanyards I created that were sold in the summer of 2022. Once we could accurately track sales and pacing, we could strategize our growth for the expanding department.
Incorporating my cultural background- The rise of the internet has brought other cultural celebrations into the spotlight. I leveraged my personal heritage to feature characters I cherish and promote my culture, which was warmly embraced by the community. I collaborated closely with licensors connected to cultural phenomena. These products were frequently associated with successful campaigns.
Metals and Colors- Upon taking over lanyard and keychain production, the demographic was predominantly 95% female, and any male-targeted products were still coded female. I faced the challenge of diversifying my range to include more unisex options. I assessed the metals we could refresh since everything was shiny metal. This enabled me to introduce rustic, more sophisticated designs. We specifically noticed an increase in male-oriented licenses.
Expanding our customer base and incorporating distinctive elements.
In 2023, I began purchasing and developing keychains. I viewed this as a burgeoning category with the trinket trend just on the horizon, while the current designs were experiencing a decline. I embraced the role of a keychain enthusiast, observing everyone's bags and engaging with discussions in popular bag forums. Given my limited background in this expanding category, I learned from other product lines.
Just because it's a trinket doesn't mean it can't be stylish! I made it my mission to enhance our keychain collection to match the standard of our other merchandise. We had moved past simple metal and enamel charms; customers were spending $80 on crystal-embellished bag charms. In the winter of 2023, I helped to create one of my favorite keychains to date. Our Elphaba keychain became a bestseller and sold out. I leveraged this success to develop new designs for the upcoming movie alongside a restock of the original.
Persistence is key! In the fall of 2022, I proposed the idea of Disney ear holder keychains. At that point, I was merely an assistant without any keychains to my name. Though the idea remained unfulfilled, I consistently brought it up whenever possible. I was eager to introduce it—even suggesting it to the headband buyer, but there was little enthusiasm. By October 2024, our headband sales soared, yet we still lacked hand band holders! So, I decided to take the initiative and asked the licensors' if we could introduce the first versions. Ultimately, in the summer of 2025, my first Disney headband holders arrived and were a success! Although it took three years, I’m thrilled that the market finally embraced them!
Seasonal Innovations! I’m genuinely unafraid to try new things, especially when all indicators suggest a positive outcome. Yes, experimenting with something that has failed before or that is untested can be daunting, but if the data suggests taking a risk, that’s what you should do. I became a relentless tester for both new and classic licenses. The moment I detected any growth, I would order a button pin of that license, monitor sales, and if results were favorable, develop and launch a capsule collection. That’s how I approached licenses such as Gilmore Girls, Coraline, SpongeBob, and various anime. Additionally, don’t hesitate to experiment with seasonal themes for already beloved characters, particularly if the licensor has existing style guides. Yes, the coffee smells like coffee, you’re welcome.
Adapting— I noticed a significant downturn in PVC keychains due to knockoffs flooding the market. Fortunately, I managed to exit that situation relatively unscathed, but I still saw potential in this style, especially with the growing trend of trinkets on bags. Thus, in spring 2024, I developed more clutter-core or additional charm styles to enhance the overall aesthetic, seeing a notable uptick in sales.
We collaborated with a major brand partner that had reduced the amount of exclusivity in their products, and I was also responsible for lowering our MOQ. The brand representative and I combined our efforts and designed anniversary decorations. These pieces were special and fitting for the character, effectively adding a unique detail. For instance, Wall-E features a finish that gives the appearance of rust. This approach expedited the licensors' approval process since it met everyone’s needs. This is the kind of problem-solving expertise I bring to every challenge.
