Bobbie Brooks Private Brand Fashion Heroine?

Dollar General
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Goodlettsville, Tennesse based Dollar General is preparing to reveal the new face of its Private Brand women’s clothing line Bobbie Brooks, this spring by launching a companywide model search. If Bobbie Brooks sounds vaguely familiar, the brand and the name have been in the American lexicon for more than fifty years. Founded in 1957, Bobbie Brooks pioneered the junior concept and existed as a national brand for many years. In 1988 it became and exclusive brand at Walmart. In 2005 Dollar General announced that they would add it to their stable of Private Brands. Perhaps the most famous reference to the brand was in the 1982 John Mellancamp sng Jack and Diane, “Little ditty about Jack and Diane, two American kids growing up in the heartland…dribble off those Bobbie Brooks, let me do what I please…”

Dollar General will give its employees the opportunity to step into the spotlight and become a model, Dollar General will select 10 employees to represent the brand in its advertising and other promotions.

“Getting our employees involved and energized about our brands is important to Dollar General. Employees are not only ambassadors, but they are also our customers,” said Todd Vasos, Dollar General division president and chief merchandising officer. “This is an exciting opportunity for employees to get some hands-on experience wearing the new line of clothes, while having some fun.”

Bobbie Brooks, which features casual, trend-right fashions for women, is one of four apparel Private Brands at Dollar General.  Dollar General is launching this spring. Bobbie Brooks Girls, Open Trails Men and Open Trails Boys will also debut on Dollar General’s shelves over the next several weeks.

Dollar General will reveal winners of its Bobbie Brooks model search in late spring.

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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.