LICENSING Interview
Creating a collection
“Chrissy is the perfect vehicle for aspirational product” Following the US launch of prep, cook and dine collection, Cravings, a collaboration with social media star Chrissy Teigen, Gibson Overseas is taking the collection to an international platform
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n September last year, Gibson announced its latest licensing collaboration – with world-famous supermodel, social media star and New York Times bestselling cookbook author Chrissy Teigen. The partnership produced Cravings by Chrissy Teigen, a collection of contemporary prep, cook, dine and entertaining essentials distributed exclusively in the US to Target and Target.com. With Gibson set to stage the Chrissy Teigen collection on its stand during Ambiente 2019 (Hall 5.1 Stand A10) with the aim of securing international retailers, we talk to them to find out more. How did the collaboration with Chrissy Teigen come about? David Nicklin, VP of marketing and licensing: Gibson is always on the look-out for great partners and Chrissy Teigen stood out as
an excellent example of growing trends, such as cooking and entertaining and the popularity of globally-inspired food trends.
In such cases, the existing recognition and loyalty a licensed brand can present to consumers are stronger than years of research.
Why did you feel Chrissy was the perfect choice for Gibson? David: Chrissy genuinely loves to cook and entertain at home and has established her expertise with a New York Times bestselling cookbook that communicates her food passions to her millions of fans. In this age of social media and celebrity influencers, she is the perfect vehicle for aspirational product that matches their lifestyles.
In what ways does Cravings represent Chrissy Teigen? Lisa Mitchell, VP of brand development: Being a home chef herself, Chrissy wanted each piece to be designed for what actually works in the home kitchen. Throughout the development process, the aim was to create a selection of housewares items that merge functionality and style into go-to kitchen essentials that inspire your inner chef. Chrissy was truly an integral part of the Cravings collection from the ground up. She had multiple meetings with Laurie Gates and our design team to make sure her sense of globally-inspired fashion was reflected in each and every piece of the collection.
What benefits does such a partnership bring Gibson? David: From the start, it was clear Chrissy had a clear passion to create a fashionable collection for the home chef, and Gibson had the resources and expertise to help bring her vision to reality.
Laurie Gates, VP of creative and merchandising at Gibson, discusses how the collaboration with Chrissy worked. “Chrissy has a great eye for what is on-trend informed by her global travels and love of international food cultures. She also has a passion for cooking and entertaining at home and her own experience has developed a profound appreciation for products that not only look amazing but also simplify the prepping, cooking and serving of food. Gibson’s creative team and myself loved working with Chrissy because we share many of the same appreciations. The result was a range of products that make a very unique statement as they mix global food inspirations with ontrend entertaining, with Chrissy’s focus on practical things that actually works for the home chef. Gibson brought its industryleading creative, product development, and logistical expertise to the table so Chrissy’s ideas could become reality. We’re proud that we were able to turn Chrissy’s vision into a multicategory collection for consumers that really speaks to cooking and entertaining at home, as well as globally-inspired tabletop trends like bowls and mixed-material serveware with metallics. There are few other companies that have the design expertise, the manufacturing capabilities and the industry knowledge to pull off such a collaboration.”
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I’m not sure I’ve ever been more excited to be part of something from the ground up! I hope that you will find beauty in the raw porcelain edges, my love of brass and gold detail, and lifelong-kitchen-staple practicality. From my home to yours – enjoy! Chrissy Teigen
Cravings by Chrissy Teigen Prep and Serve Collection
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Is this for global retailers? David: Yes. The Target exclusivity is only for the US. We are actively responding to interest and looking for new opportunities with retailers all around the world, including upscale retailers in the UK. What marketing campaigns accompany this launch? Lisa: As our retail partner for this launch, Target heavily promoted the collection through their channels, including traditional PR releases, a big internal unveiling of the brand at Target’s annual gathering, a variety of ads, in-store circulars and social media.
Naturally, Chrissy Teigen also promoted the brand to her millions of social media followers, but she also took it a step further with a national press tour that saw her on multiple national TV programmes and featured in various magazines and news portals. Chrissy’s PR efforts really helped to instantly boost awareness and grow excitement around the collection. Gibson handled PR releases with industry publications and through our own social channels. We also helped to further grow awareness of the brand through our network of bloggers and influencers.
The collection launched in September… how is it performing? Lisa: It is performing very well. It has exceeded projections and we fully expect the collection to continue to perform beyond expectations. Are there plans to extend? Lisa: Yes, additional holiday items have already been added and new product is on the way for Spring 2019. We are also actively looking at additional retail opportunities outside of the US. Find the Cravings collection by Chrissy Teigen with new launches at Ambiente, 2019 Hall 5.1, Stand A10. See the Ambiente preview. www.gibsonusa.com
“AMBIZIOSA”
AMBIENTE Frankfurt am Main 09-13/02/2019 Stand 4.1 C15 CHICAGO HOUSEWARE SHOW 02-05/03/2019 – Stand S 1634
Tognana porcellane s.p.a. Via Capitello, 22 - 31030 Casier (TV) ItalY Ph. +39 0422 6721 info@tognanaporcellane.it - www.tognanaporcellane.it KITCHENWARE INTERNATIONAL 37