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Licensing Is a Double-Edged Sword

One of my first orders of business was to meet all the people in the company, visit many of the stores where we sold our products, and get a firsthand look at our warehouse and our off-site facilities. My next order of business was our company’s licensing partners: we had a diverse group. In particular, I wanted to visit our intimate apparel partner.

I had done considerable research on the brand, and that included looking at all the licensed products. When I went into Macy’s, I discovered that its DKNY intimate ...

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