The brand program, launched in 2021, is gaining new momentum in 2023.
“Our trademark licensing program allows us to protect and enhance our heritage because commercially activating trademarks is the best protection. Then, it is a communication tool for Lyonnais attached to the territory and its know-how as well as a tool for economic dynamism. Finally, this program generates additional revenue for the City via royalties, capped at 10%, paid by sub-licensees”explains Nausicaa Pompigne, program manager.
Nowadays, three brands were launched: City of Lyonthe mark of promotion of a Lyon lifestyle, Festival of Lightsthe brand dedicated to festive and popular events, and Park head goldthe latest brand focused on nature in the city.
“This new brand allows you to explore other universes around nature and leisure with sports outfits, educational games around fauna and flora, scented products…”details Nausicaa Pompigne.
Expand the circle of sub-licensees
Violette & Berlingot, Cafés Gonéo, Maison Peaux Neuves, Maison FT, Maison Polochon, Leaves & Clouds, Le Grand Tétras, Brochier Soieries, Oh My Gone, Expendo and Maison Pralus are the 11 companies sub-licensed.
In the worlds of fashion and accessories, gastronomy, home…, they offer a fifty products exclusive or personalized, local and responsible.
Again sublicensees can join the program at any time by submitting their file on the lyon-marques.fr website.
“We also have a voluntary approach towards companies. We would like to expand the range with new products around gastronomy, tableware and children”says Nausicaa Pompigne.
Commercial activation during the Rugby World Cup
Marketed directly by the sub-licensed companies, the products are also on sale on the e-boutique launched last November.
“This online storefront recorded nearly 32,000 visitors and 226 orders in November-December”says the program manager.
During the Festival of Lights, the ephemeral boutique, set up on the Place Bellecourgenerated positive spin-offs.
“We are working on a specific commercial activation for the Rugby World Cup”announces Nausicaa Pompigne.
Other initiatives, such as corners in shops and tourist reception areas, or even in the long term, a shop sustainable, are also under study.
