I wanted to offer a bit of clarity in regards to what we all know as Private Label in the mass merchant world (Wal-Mart, Bath & Bodyworks etc.)
Let me preface this by saying I am a professional Product Development Manager and have been for 10 years. I have worked for the largest retailer in the world and several other very well known retailers.
MOST retailers (like B&BW) are just that,
retailers. They are not manufacturers hence they employ people like me to work with trading companies and/or factories to create their product for them and put their name on the product. In the past 5-10 years it has become common for retailers to offer their own "private brand" in order to provide the customer a value product at a great price while avoiding the often high price of "name brands"....and often the product is produced in the SAME factory as the name brand (I have seen it with my own eyes).
Many retailers want to build a brand that you wont recognize as their private brand...then it looks like they have an exclusive!
If a mass retailer is not doing their own Private Brand in todays economy something is wrong. The customer has been educated over the years and knows they can get a great product in a black and white "generic" box .....but it doesnt have to actually look that way
If you will look at your labels and packages you will soon find that what you might think is a national brand is not but is a Private Brand found only at such and such store.
As small business owners we are our own brand! We have to market ourselves, build our own brand names.
What is your "nike swoosh"? What is your personal connection to your customer. Why will they buy your soap vs. someone else?
Just some things to think about
Nicki
