As shoppers browse through rows of denims and khakis in the The UCLA store in the south of China, one of the latest of its UCLA is currently finalizing plans to open its newest store in Over the last 20 years, 15 stores have opened in South Korea and UCLA makes $400,000 in royalties each year through its Unlike the UCLA T-shirts, sweatshirts and sporting gear that Strategies for targeting a wider audience are different than “The difference is mainly because the school products are In stark contrast to the large letters that scream across Licensing officials speculate that it is the Southern California “The academic reputation is quite well-known in (the The name is especially popular in Asia because of the large Holmes also said UCLA’s proximity to the beach, the UCLA has the largest overseas licensing program among colleges Some UCLA students who have lived in Asian countries agree that “UCLA is definitely one of the more popular universities But, first-year undeclared student Tania Tsang wonders how long “It might be a trend that fades out,” Tsang said, With the spread of manufacturing across borders and out of Holmes said UCLA enforces strict labor laws, but cannot Holmes said though she has not encountered labor-policy breaches “I’m not saying there is or isn’t,” she
casual-apparel store in Guangzhou, China, there’s not much to
distinguish it from an everyday GAP or Banana Republic in any U.S.
mall ““ except for the gigantic poster of the UCLA football
team that greets each shopper.
type to open in Asia, reflects a growing trend in which the
university is using its name recognition and marketable lifestyle
for financial gain around the world.
Japan, said Cindy Holmes, the licensing director of UCLA Trademarks
and Licensing. Holmes said UCLA still needs to secure a retailer in
Japan before the store can open and couldn’t name a definite
time frame for the opening.
five in mainland China. UCLA also has licensed manufacturers in
Singapore, Mexico and parts of Europe.
international licensing program, Holmes said.
fill the racks of the UCLA Store in Ackerman Union, the UCLA
apparel in the international market targets a wider audience.
those used to attract students, said Louis Lee, president of
Interasia and Associates, a licensing agent for UCLA.
targets for students and alumni, but for the license program,
it’s catered toward a mass audience who are not students or
alumni,” Lee said.
apparel in the UCLA Store, sometimes the only UCLA identifier on an
article of clothing in an overseas store could be a label or a
button. The colors also stray far from the various combinations of
blue and gold that adorn the UCLA Store. All products have to be
approved by UCLA’s licensing department, Holmes said.
lifestyle and the prestige of the UCLA name that make the
university namesake so marketable overseas.
international) society,” Lee said.
population of Asian immigrants that live in the L.A. area, he
said.
mountains and Hollywood could contribute to its marketability.
in the country, Holmes said, noting that UCLA is a popular tourist
site.
UCLA was popular among their friends.
in Singapore versus other lesser-known schools,” said Irene
Wong, a second-year biochemistry student, who lived in Singapore
for nine years.
the perceived UCLA attraction in Asia will last.
adding that she’s never encountered UCLA apparel in her
native country of Singapore.
UCLA’s direct control, unfair labor practices and sweatshop
labor become a concern for UCLA officials.
guarantee that unfair labor practices do not occur in foreign
factories producing UCLA merchandise
on her many visits overseas throughout the year, each year,
violations may inevitably occur.
said.
