Retailing And Merchandising In Textiles And Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 18 : Growth of Private label: Retailers into Manufacturers

Private label brand

A label that is owned and marketed by a specific retailer for use in their stores. A private or store brand, meeting standards specified by the retailer, is an identification that belongs exclusively to that store and is often used to meet price competition and/or to achieve exclusivity of a product.

Different types of retailers have different policies pertaining to brand name merchandise. For example, prestige stores tend to feature their own store labels and designer names, whereas nationally branded merchandise' dominant in the assortment of department stores. Although national brands are some times offered by mass merchandisers, as a rule these stores tend to emphasize either un branded merchandise or their own private brands.