Evolution of the Retailer Brand Species

The terminology for retailer-owned brands has evolved over the years, as have the brands’ premises and promises. Many in the retail industry stopped at “private label” and still use that term as a catch-all, even as retailers have deliberately evolved out of it. To retailers; however, it’s not just wordplay, and “private label” and even “private brand” no longer fully describe the options they intend to exercise. Read more . . .