Private Brand Southern Style – Belk

    Take a look at this interesting story from the Charlotte Observer, it’s a fascinating look inside private brand at the Charlotte headquartered departments store Belk.

    Belk, Private Brand, Private Label
    Lauren Famularo, a technical designer, discusses a fitting with colleagues. T. Ortega Gaines ogaines@charlotteobserver.com

    What’s a ‘private label brand’ and what’s that mean? We take a look at Belk’s

    If colors made noise, the ground level of Belk’s Tyvola Road corporate headquarters would be deafening.

    It’s a fabric-filled beehive where teams of apparel and textile designers, graphic artists and branding experts create each of the store’s 22 unique-to-Belk private label brands.

    It’s here that brands with names like Saddlebred (preppy menswear), Made Cam Newton (trendy menswear), Crown & Ivy (preppy womenswear) and Red Camel (trendy clothes for girls and juniors) are dreamed up, then brought to life.

    For major department store retailers like Belk, private label brands are critical: They fill in market gaps left open by national brands. (Are Southern women craving brightly colored T-shirts with preppy anchor logos at a modest price? Belk will make them, if no one else is.) Retail analysts say companies like Belk keep more of the sales dollars from private label brands because national-brand middlemen are eliminated, and stores can choose how and when to mark down items.

    Each brand was conceived with a specific type of shopper in mind – and every month, designers churn out new collections for each of them. The goal: Keep store racks, and the company website, fresh enough to entice shoppers to buy on every trip.

    READ THE ENTIRE STORY.



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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.