S2 Ep7 The Value of Owned Brands

Retail Done Right

Private label, white label, owned brands. What are the differences? Why do they exist? What value to they bring to the customer as well as to the retailer? We explore all these questions and just how a retailer should approach creating their own owned brands with our special guest, Juli Lassow, Owner and Principal of jhl solutions.

PRIVATE LABEL, WHITE LABEL & OWNED BRANDS

According to our guest, in their simplest definition, private label brands are brands retailers sell that can’t be found anywhere else. They get their origins in the grocery space. The one-for-one compare-to SKUs packaged in a retailer’s packaging which can be compared to a national brand equivalent. Or they are the opening price point offering with no national brand equivalent. Regardless, you can’t find that specific product sold anywhere else.

Owned Brands are a particular subset of private-label brands in that there is no ‘compare-to’ option. That retailer designs these items to meet a very specific need of their target customer. You can’t find these items anywhere else – and they are a very specific assortment, which draws in the customer this retail knows well.

RETAIL DONE RIGHT is produced by Jeff Fisher & Cristene Gonzalez-Wertz

• Email Jeff at [email protected] and connect on LinkedIn here
• Email Cristene at [email protected] and connect on LinkedIn here
• Follow us on Instagram @retaildoneright
• Tweet us @RetailD0neRight
• Michael Cooke is our brilliant sound engineer and editor
• Jade Siriswad composed our theme music

Let's go shopping!