Who Is Today’s Private Brand Shopper? PLMALive!

This month’s edition of PLMALive! The video magazine from the Private Label Manufacturers Association, “Who Is Today’s Primary Shopper?” The piece takes a look at the challenge of understanding today’s primary consumer. That’s why PLMA commissioned GfK Roper to survey consumers themselves and find out who is actually doing the shopping. Jodi Daley and PLMA president Brian Sharoff follow the trail with special interviews with James Russo, Sr. Vice President, Global Consumer Insights at Nielsen and Bryan Gildenberg, Chief Knowledge Officer at Kantar Retail.


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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.