Licensed merchandise has traditionally provided colleges with revenue and brand visibility. However, rising tariffs and uncertainty in the market are affecting licensees, with many reassessing their strategies and reducing orders. Smaller schools face potential exclusion from product offerings as larger brands gain priority due to financial pressures. This disruption may result in fewer special collections and slower product refreshes, which impacts the brand visibility and affinity that comes from licensed merchandise. The ability of merchandise to turn fans into ambassadors for the institution is at risk.
Licensed merchandise serves as walking billboards that boost school spirit and brand recognition far beyond campus and generates steady revenue for colleges and universities.
Rising tariffs and costs are pushing licensees to cut back, affecting the availability and variety of collegiate merchandise especially for smaller-volume schools.
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