Fashion and the Private Brand Consumer

Research and Markets has announced the addition of the “Private Label Consumers” report to their offering. While sales of Private Brands are experiencing strong growth, only 20% of women, on average, can identify which brands are sold by which retailers. What are the characteristics of the store brands with highest awareness? Which are destination brands? How do exclusive celebrity and fashion brands fare compared to store-developed brands?

For this exclusive report we asked 300 women to identify which of 46 fashion, food, and storewide brands (store-developed or licensed) are sold at Walmart, Target, Kohl’s, Sears/Kmart, JC Penney, Macy’s and 13 other retailers.

And beyond knowing which brands are sold where, Private Label Consumers tracks women’s main reasons for choosing a brand.

You’ll learn:

  • When the availability of a favored store brand makes that retailer a must-stop;
  • How often a store brand’s availability increases the amount spent at that store;
  • When a store brand results in a shopper recommending that store to friends and family;
  • Which media reach private label buyers most effectively.

All of the data is broken out by age, income, presence in the household of children under age 18, and marital status.

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.

This proprietary research from the publisher of Research Alert, The Licensing Letter and Marketing To Women, is your guide to the $80+ billion private label business.

Key Topics Covered:

Part I: Identifying Brands And Their Retailers Apparel Brand Awareness

  • Food Brand Awareness
  • Storewide Brand Awareness

Part II: External Factors Affecting Brand Awareness Frequency

  • Destination Brands
  • Media Effect On Awareness
  • Licensed Vs. Non-Licensed Brands

To view the reports full table of contents and for more information, please visit

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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.