How Retailers Can Bring Creativity and Originality Back to Private Label Products
Retail TouchPoints
OCTOBER 5, 2023
Twenty years ago, retailers aiming to launch new store brands to fend off the negative associations created by the “generics era” would say to their design agencies, “Get this as close to the national brand target as you possibly can.” Call it the copycat phase of private label development. Mimicking Green Giant or Coca-Cola was a big improvement over what had come before — a plain white can with nothing but “green beans” or “soda” on the label.
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