The Age of Private Brand

This past week the advertising trade magazine Advertising Age published the following article on the continued rise of Private Brands. Despite the somewhat derisive and wonderfully ironic headline the article the article with its corresponding research continues the endless research that says more people are buying Private Brands.

Generic Headline Here
As Part of Recession Cutbacks, Consumers Are Stocking up on Private-Label Goods

Consumers are cutting back in a variety of ways as the recession lingers on. One subtle but important shift can be seen in the rise of generic or private-label brands. According to SymphonyIRI, the private-label consumer-packaged-goods category has seen share of both units and dollars rise in the past two years. An Ad Age/Ipsos Observer survey shows that 90% of consumers who are responsible for a majority of grocery shopping are buying as many or more private-label products this year.

Read the entire article.



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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.