Ben Ball

PL Buyer: Joe's Trading Its Way to the Top

August 23, 2010

FROM RETAILWIRE:
While it's doubtful most retailers would want to copy Trader Joe's outright, they can learn some important lessons on how to make their private label lines as appealing to consumers. What lessons does Trader Joe's success offer those looking to develop their own private label programs?      [more...]

Pardon me if I sound like a bit of a grouch on this fine Monday morning--but how many times are we going to go over this same ground?

The difference is simply that the owner, developer and promoter of the brands is a retailer and not a manufacturer or other third party marketer. If there is any one definitive advantage a retailer has in building brands, it is the one cited by Jim Hertel--they can effectively maintain a consistent personality across multiple brands because they control the presentation to the consumer in-store.