Are Private Brands Destinations?

Although I have not had the opportunity to read this report from EPM Communications I must admit it sounds like an interesting read. If you are able to pick it up please let me know what you think.

When does a private label brand make a store a destination?

The answer is critical. Because when a store becomes a destination, the impact is a highly profitable ripple effect on frequency of shopping, amount spent per visit, and the likelihood of recommending that store to family and friends.

Private Label Consumers: Brands They Know, How They Shop & Which Media Reach Them examines all of these issues in detail. Whether you’re in the private label sector, or assessing the competitive positioning of your national brand relative to the growing presence of private label, you need to know the answers to the question above. Here are a few facts representative of what you’ll find in Private Label Consumers:

  • Women 18-24 (41% of them) are the most likely to say a preferred store brand makes that store a destination.
  • Women with household income of less than $30,000 (35%) are most likely to say the same.
  • Walmart’s Great Value private label brand makes that store a destination for 59% of women.
  • Craftsman and Kenmore make Sears and Kmart a destination for 79% of women.

Are you reaching the right audiences with your brand?

Understanding private label preferences by age, income, marital status, and presence of children in the household will give you an edge in structuring your private label programs — or put your national brand in context of all the competition, not just other national brands.

With Private Label Consumers you’ll also discover:

  • Which key words in a brand name women wrongly assume are associated with specific retailers.
  • Which media are most effective in reaching these sought after store brand shoppers so you can spend your limited budget dollars more efficiently.
  • How the presence of children in the household affects private label preferences.
  • What women know about which private label brands are sold where.

The research covers 46 brands, including fashion labels from Abbey Dawn to Simply Vera Vera Wang, food brands from 365 to Value Time, and storewide brands from Berkley & Jensen to Sonoma. A total of 19 retailers are represented.

Sales of private label goods have taken off in recent years not only because manufacturers have put substantial effort into offering more attractive packaging and labeling, but also because a majority of consumers who have tried them have deemed them as good as national brands.

Private Label Consumers is only $299 for single-user PDF or printed copy ($249 for subscribers to EPM paid newsletters). Download your copy today at Or call Riva Bennett at 212-941-0099 to order your electronic or print copy now.

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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.