Don’t Miss Sports Authority at the Omnishopper Private Brand Symposium

Bradley I. McIlrathThe OmniShopper 2015 Conference, formerly Shopper Insights in Action, is one of the most exciting events in the retail industry, and has been for over a decade. Experts from leading Retailers and Brands will address the dramatic shifts in shopper behavior and define the next generation of shopper strategy. The conference will be held July 20-22, 2015 at the beautiful Radisson Blu, on the river in Chicago.

Join me in Chicago as I chair the Omnishopper Private Brand Symposium and join the worlds leading retailers: Walgreens, Target, Walmart, Zappos, Groupon, Sports Authority, Safeway, Albertsons, Ahold, Giant, Stop & Shop, Big Lots and Mapco to discuss the latest strategies, trends and ground-breaking innovations that are transforming both branding and retail.


And don’t miss Bradley I. McIlrath, Director, Design, Sports Authority as he presents:

Designing Into Trend: Athleisure & Private Brand

Athletic apparel no longer conforms to the boundaries seen in years past.  It has found its place throughout High End Fashion, RTW and Athletic Brands – showcased as ‘Athleisure’ styling.  Appealing to consumer demand for everyday comfort and fashion, Sports Authority Design Director, Bradley McIlrath will discuss designing into the consumer trend across Private Brands.   From yoga and beyond, McIlrath focuses on ‘Brand Creation & Brand Reinvention’ within the Sports Authority assortment.

Using our 2 yoga brands, Aspire & Bloom, I think this will provide a great example of brand reinvention and brand creation.  Aspire was an existing brand with history in athletic apparel that we repurposed into ‘Yoga’ and Bloom is a brand we created to fill whitespace and positioned to compete with other leading brands in the category.  Connecting to consumer trend of ‘Athleisure’ will be a great way to discuss design and development into consumer trend. I will also tie-in elements of our other private brands, as it is relative to the presentation, and feel that this will be a great topic to communicate examples of reinvention, change, redesign, growth, innovation and strategy within a category that you were looking for.



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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.