Jacky & Tommy

Category: P4. Clothing
Retailer: Action
Country: Netherlands
Agency: Yellow Dress Retail

Summary:
Action launched a new Own Brand kids underwear product range in this manufacturer driven category. No thrills underwear, good value for money. Action creates an ownable style, with playful illustrations targeted at mothers.

The Underwear and Socks category made a jump in Own Brand sales.

Credits:

  • Brand manager Client: Erwin Wentink, Hans van Hattem, Lotje Roussel, Ellen Peters
  • Designer: Lisanne Snoek, Barbara van der Hoorn
  • Illustrator: Willemijn de Lint
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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.