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, 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.