Organic Jeans or a Bowl of Soup?


great-value-soupDiscount big boxes Walmart(Faded Glory) and Kmart(Route 66) join Kohl’s(ReGen) and the plagued department store Macy’s (Greensource)  in adding a Private Brand organic jeans. The jeans are made by Washington-based Greensource a manufacturer who specializes in stylish apparel design and manufacturing.  They are one of the nation’s largest suppliers of private-label and branded apparel.

Organic jeans are certainly a great way for retailers to provide differentiation through innovative private brand products. The real question is will big box value oriented customers pay the extra $6.00 per pair in this economy. Will they believe there is a value to organic that is worth the more than 60% price increase or will they wander to the grocery end of the store and buy 8-12 cans of Great Value soup to feed their family with that extra $6.00.

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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.