The product portfolio of many brands grew substantially through brand diffusion in the past 15 years, introducing new product categories, especially eyewear, bags (handbags and luggage), fragrance, cosmetics and footwear.
For many brands footwear has become a substantial share of company turnover, often reaching a level of 10% or more. Licensing agreements are an ideal mechanism for many brands to enter the footwear market.

Hamm Market Solution has considerable experience in the field of footwear licensing, having been active in the area for 15 years. Hamm has very successfully cooperated with brands such as Marc O’Polo and Tommy Hilfiger.

The Hamm Product Solution is a footwear procurement concept for fashion brands aiming to enter the footwear market without the means of licensing, but rather in the form of a professional partnership where both creative control and turnover remain with the brand. This model was developed as an alternative to brand licensing for companies which are already endowed with a broad vertical distribution system.

The economic outlook and business ambitions of a brand are decisive in determining which business model is more suitable and functional.