Private Brand Fashionable Gossip

Not long ago my wife and I had the opportunity to spend the weekend in NYC, eat some great food, see a Broadway show and tour the King Tut exhibit, we are both in retail so we walk a lot of stores. On this visit we stayed in Soho and walked the shops and boutiques it is an amazing retail experience. The photos in this store come from a display for the women’s fashion brand Aqua in the Soho Bloomingdales. They merchandiser has clearly appropriated a clichéd/iconic private label package design to create a pseudo ironic fashion statement. It was certainly visually interesting and in its irony it seems to validate Private Brands in general – or it’s just bad merchandising, what do you think?



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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.