Hispanics & PRivate Brands?

Hispanic shoppers

It is not often that I see Private Brands and Hispanics discussed in the media so it is with great interest that I read this article by the Editor-In-Chief of Supermarket News, David Orgel. He boldly and correctly solves the Hispanic marketing question with one simple statement: “You really need to know your customer.”

Busting the Private-Label Myth About Hispanics

When retailers discuss Hispanic marketing best practices, they inevitably raise a number of points that haven’t changed much over time.

They say things like, “Don’t assume all Hispanics have the same buying behaviors,” and, “Make sure to focus on fresh and authentic products.”

All of these points still hold true, but at least one often-raised observation may be worth rethinking. Retailers have long assumed that Hispanics are so brand loyal that they are least likely to seek alternate choices, especially private label. But now cracks are forming in that assumption, and retailers see openings to attract Hispanics to store brands. This development may also have significance beyond the Hispanic sector.

Read the entire story.



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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.