What's it All About? What to look out for in the influential private brand sector

摘要

There may be some confusion about the exact definition of Private Brand, but hair-splitting aside, pretty much everyone knows what you are talking about. And the fact that these products are produced in order to keep manufacturer's factories running at full capacity means they also offer relatively high margins and often the chance of geographical exclusivity. The result is that they remain a popular way of generating profit improvement at the retail and wholesale level. However, the pay-off that comes in terms of margin is counterbalanced by private brands' awareness, or lack of it. And this remains an obstacle that those dealing with private brands cannot avoid contending with. However, the good news is that the leading wholesalers believe this barrier can be overcome with the effective use of good strategy.