Forbes Highlights Private Brand as a “Brands to Watch In 2020”

Yesterday Forbes contributor Denise Lee Yohn published her annual “Brands to Watch In 2020” article. Her annual alphabet-correlated list highlights what she believes will dominate the headlines in 2020. The list, of course, starts with A for Amazon and ends with Z – Zocdoc.

Her entry for the letter X highlights private brands. Although it perpetuates the worst old school private label/generic clichés it does highlight the increasing importance of retailer-owned brands in 2020.

“X – as in no brand or private label goods. The battle between retailers such as Aldi and Amazon and packaged-goods (e.g., P&G and Unilever) and food giants (e.g., Kraft and Nestle) has increasingly been one fought over direct customer relationships — and now retailers seem to winning with private label brands, which grew four times faster than national brands last year. Target’s 20 new exclusive brands have played a critical role in that company’s successful turnaround. And Trader Joe’s and Costco’s own branded products have sustained the popularity of their stores in the e-commerce era. Consumer product makers continue to fight back with acquisitions of direct players (e.g., personal care company Edgewell snapped up shaving market disruptor Harry’s) and development of their own channels (e.g., P&G’s Everyday website.)”

Read the entire article.

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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.