Published by:
Harvard Business Publishing
Length: 7 pages
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Abstract
Battles between national brands and private labels continue unabated on retailers'' shelves and racks. The conflict is particularly sharp in the fashion industry, where famous names are now not only brands but also private labels. Private labels have made inroads into the fashion business because consumer tastes are changing, management information systems have become sophisticated, and certain manufacturers have developed reputations among the style conscious. Even so, some of America''s most powerful chains continue to stress national brands instead of their own brands.
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Abstract
Battles between national brands and private labels continue unabated on retailers'' shelves and racks. The conflict is particularly sharp in the fashion industry, where famous names are now not only brands but also private labels. Private labels have made inroads into the fashion business because consumer tastes are changing, management information systems have become sophisticated, and certain manufacturers have developed reputations among the style conscious. Even so, some of America''s most powerful chains continue to stress national brands instead of their own brands.