Big Brands. Small Prices.

ora-kielyOver the last few weeks Target has adjusted their advertising to reflect the realities of the recession. It has started to air television commercials that are quite unlike anything we have seen from Target in many years. The often-groundbreaking Target brand focused ads have been replaced, at least partially, by more traditional retail ads featuring prices and products and the tagline “Big Brands. Small Prices.” They still look great the sell is much harder and they now feature at least one Private Brand product. Most often Target features their premium grocery Private Brand, Archer Farms, with occasional guest appearances by Bullseye health and beauty care products (check out the Bullseye tissues for 97¢) and the value brand Market Pantry.

Target also announced the launch of a home décor collection from designer Orla Kiely.  Ora Kiely is an english designer who has been commissioned by both Harrod’s and Sainsbury to create private brands for the respected English retailers. The collection features bold colors and patterns Kiely has become known for . The collection includes tableware, storage boxes, and organization products as well as kitchen towels and linens you should see them in stores beginning in Februart.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.