Carol Spieckerman

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...]

One big lesson that can be learned from Trader Joe's private brands is that you don't have to start with the basics. The traditional approach to private brand, particularly in food, has been to cover the basic bases first then move on to the gourmet and offbeat items (or leave those to the national or niche brands altogether).

If anything, Trader Joe's has done the opposite and in fact, a visit to Trader Joe's can leave one a bit frustrated when everything doesn't get crossed off the list (but look at these delicious enchiladas and the beautiful sushi!) Also, as pointed out in the article, Trader Joe's has managed to remain invested in its brand while not getting overly invested in individual items. In fact, rotating and evolving the assortments has been key to driving TJ's brands' relevance.