Giada De Laurentiis: One of Target’s Most Successful Private Brands

Join me at the FUSE 2011 conference, April 11-13, 2011 in Chicago, and hear the story of one of Target’s most successful private brands. The “Giada De Laurentiis for Target: The Building of a Brand” session will share the story behind the creation of Giada De Laurentiis for Target from the identification of the business opportunity to how the brand was brought to market in nine short months. The presentation will also include a peak at the brand positioning, design process, packaging and marketing.

Giada De Laurentiis for Target: The Building of a Brand,
Wednesday, April 13, 2011

Featuring: Fiona Mitchell, Creative Visioneer, Target, Michelle Mesenburg, Marketing Director, Target

Other sessions featuring Private Brands and Retailers:

  • For the Love of Packaging: Design for the Relationship and Experience -> Private Brand P.O.V., Vickie L. VanHurley, Ph.D., Design Director, Packaging, Meijer
  • Leveraging Trends to Build Brands: Treating Fragrance & Skincare Like Fashion, David K. Lyon, Vice President Brand Design, Bath & Body Works
  • Reviving an Icon: How to Stay True to your Roots Whilst Becoming a Global Icon, Mrs. Sandra Lee, Group Director, Crabtree & Eveyln with Tess Wicksteed, Pearlfisher Strategy Director

Download the FUSE Brochure for more sessions and full descriptions here.



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.