Ordinary retail is simple: the store sells other companies’ brands. The shopper wants TIDE, NIKE, RAO’S, or LA ROCHE-POSAY, and the retailer earns a m
Ordinary retail is simple: the store sells other companies’ brands. The shopper wants TIDE, NIKE, RAO’S, or LA ROCHE-POSAY, and the retailer earns a margin for making it available. Private labeling changes that relationship. The retailer places its own mark on the goods and asks consumers to trust its judgment and consistency even when the […]
