The Private Brand Movement 2010 Conference

Retailers and CPG’s Succeeding in the New Normal

\"\"The tides have turned… \”75% of consumers define Private Brands as \”brands\” and 83% said they purchase these brands on a regular basis*.\”

Retailers and private brand manufacturers have been stepping up their game and creating more sophisticated and eye-catching packaging. With higher emphasis on design and brand strategy, retail brands are making their presence on the shelf even more visible and attractive to consumers. This is helping them gain their place on the consumer\’s preferred brands list.

Private Brands continue to gain market share…but how can CPG’s continue to prosper and grow?

  • working better with retailers to make sure your brands are still getting the prime spot on shelf
  • understanding what brand strategy and design initiatives retailers are undertaking
  • building loyalty

staying updated on where the world is headed – the trends, forecasts and predictions shaping the future of retail

The Private Brand Movement brings retailers and national brands together to discuss the future of branding and design in this new retail landscape. Join us and discover how today\’s leading retailers are building brands at retail – strategy, design, innovation and collaboration.

You Won\’t Want to Miss

  • Interactive Panel on Building Brand Excellence Post-Recession with Pepsi, Hershey & Philips
  • Full Day Summit on the Front End Process of Brand Transformation
  • Revelation of the latest packaging trends – what matters, what will pop off the shelf
  • 30+ of the top brands and retailers take the stage. Including Target, Walgreens, Safeway, Kraft, Sears, Victoria\’s Secret, McDonald\’s, Family Dollar Stores, The Hershey Company, L.L. Bean, Meijer Stores, Ace Hardware, Philips, Sam\’s Club, Office Depot and more.
  • Two distinct breakout tracks diving deep on strategy & design
  • Visionary Perspectives from Dan Heath, Marc Gobé and Dan Hill
  • Sessions covering the complete continuum of evolving brands for retail from strategy to design to innovation
  • Come together to share, learn, debate and co-create the future of private brands at retail

I look forward to seeing you there

P.S. – Register by August 27th & Save $100 off the standard rate.

**Private Label sales information from Now Private Label and the PLMA

My Private Brand Readers may register with the code MYPBRAND and save 20% off standard rates.


The Hunt For Private Brand At Bass Pro Shop


Springfield Missouri based Bass Pro Shops (Outdoor World) is a privately held retailer of hunting, fishing, camping and related outdoor recreation merchandise with more than fifty stores nationwide. I grew up camping and fishing so I have a passing interest in the category however I am closer to a car camper than a outdoorsman. Nevertheless the retail concept fascinates me they create amazing immersive experiences with high concentrations of Private Brands leveraged off of a strong outdoor history.

The owner, John L. Morris, began his career in sporting goods with a fishing section in the back of a Brown Derby liquor store owned by his dad, located in Springfield on the road to Table Rock Lake and Branson, Missouri. That small department sold homemade Private Brand bait and worms, proving popular enough that Bass Pro Shops incorporated in 1972. These Private Brand baits were so popular that wanted to buy them when they returned home and the first catalog was mailed in 1974. In 1975, to meet the burgeoning demand for Bass Pro Shops exclusive products, American Rod and Gun was established. Acting as a separate wholesaling entity ARG serves more than 7000 independently owned retail stores worldwide. In 1977, Bass Pro Shops introduced the first fish-ready complete boat motor and trailer package with the Private Brand boat the Bass Tracker. In 1984, construction began on the Outdoor World Catalog Showroom in Springfield, Missouri. Big Cedar Lodge opened in 1988 on Table Rock Lake. In 1995 Bass Pro Shops Sportsman\’s Warehouse opened in Atlanta, GA, this is the first store outside the state of Missouri.

If you have never shopped a Bass Pro Shop the store ranges from 300,000 square feet down to 42,000 square feet they are the perfect combination of Disney World and Big Box. The decor includes taxidermy mounts native to the local area. All stores have an indoor water feature that showcase fish species indigenous to the area. In some of these aquariums professional anglers and store pro-staff hold demonstrations and continue to provide the theater that so many retailers strive for today.

Bass Pro carries a number of Private Brands including: Ascend, Bass Pro Shops, Bob Timberlake, Johnny Morris Reels, Natural Reflections, Offshore Angler, Uncle Buck\’s, White River, Worldwide Sportsman. XPS, XTS and Redhead which is featured in a two page spread for this weeks flyer.



The Material Girl Goes Private Brand.


Madonna will release a new Private Brand of juniors clothing for Macy’s in August, just in time for little material girls all over the country to buy clothes for back to school. Unfortunately, you can’t see the real line yet, but Macy’s released sketches from the collection, called Material Girl and channeled through the hip young eyes of Madonna’s daughter Lourdes According to a press release, Lourdes, 13, helped her mom create the Private Brand fashion line in connection with Madonna\’s partners at Iconix Brand Group Inc. \”We look forward to working with Madonna, Lourdes and the Iconix team,\” said Jeff Gennette, Macy\’s chief merchandising officer. \”Madonna is a fashion icon who can bring a new dimension to our juniors customer.\” Prices on the \”Material Girl\” line will range from $12 to $40, with plans already in place to introduce perfume and other beauty products beginning in 2011.



Tide Basic Has Left The Building.


Procter & Gamble announced it will discontinue Tide Basic, the cheaper version of Tide developed to fight Private Brands during the downturn. According to an article in the Wall Street Journal, “A P&G spokeswoman said the test on Tide Basic ended recently, but the company declined to comment on why it has stopped making the product or what its findings from the test were.”

It remains to be seen if this decision will have an impact on the other basic brand extensions: Bounty Basic or Charmin Basic. The move towards basic sub-brands by P&G was widely viewed by the branding community as reactionary and potential damaging to the Tide, Bounty and Charmin core brands.

CBX Duane Reade Walgreens

Walgreens goes Delish!

\"\"Deerfield, Illinois based drug retailer Walgreen conduct its quarterly earnings call Tuesday, Chief Executive Greg Wasson pointed to its recent acquisition Duane Reade and their success in Private Brands, he announced that Walgreen will launch an initial selection of Duane Reade\’s \”Delish\” brand chain wide in August. I cannot say that this comes as a surprise as the reinvented Private Brand portfolio at Duane Reade has been widely acclaimed and shown a significant impact on sales over the last year. Not to mention I asked questions about the direction of the Private Brand portfolio as late a last week.

It will be interesting to see the evolution of Delish from the NYC centric premium brand it was created to be into its role in the Middle America world of Walgreen. It should at minimum mean repositioning and a expanded brand language that is just as relevant to Illinois as NYC.

It is certainly a fascinating challenge for the folks at CBX who created the original brand for Duane Reade.

Stay Tuned.