Private Brands Deliver Back-to-School Value.


Survey Says: Moms Looking for Deals and Value for Back-to-School Shopping

Today, July 20, OfficeMax released a national survey of Moms that demonstrated a heightened awareness of cost and a demand for value-based products that provide both cost savings and quality. The 2009 Back-to-School Shopping Survey of more than 1,000 moms around the country was fielded to understand their needs and desires for back-to-school shopping. A resounding consensus among moms is the need for value with school supplies – 70 percent of moms surveyed say they are worried about the cost of all the supplies on their child’s school list.

In recent years, OfficeMax has introduced several Private Brand product categories that help address the need for value. The OfficeMax’s Private Brand focused on back-to-school is Schoolio Von Hoolio, this year it includes two new exclusive design patterns – Cupcake and Darling.

To view a recap of OfficeMax’s Back-to-School Shopping Survey findings please click here.

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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.