Big brands are dying, pundits say. While it may be true that major national brands are experiencing some challenging times, we shouldn’t count them out just yet. While this issue of BRANDPackaging focuses on some of the recent success of private label, it is also appropriate to take a closer look at national brands.
Private label is emerging from the shadow of major CPG brands, and many retailers increasingly are realizing the benefits of embracing private label as a primary brand, says Jeff Gamsey, vp of private label at Boxed, an online wholesaler and retailer, in an interview with Retail Touch Points. “When you have a strong private brand, it creates value for customers, and becomes a reason why they shop at your stores instead of somewhere else.”