Generic Brands or Private Label brands are carbon copies of original products meant to lure customers to buy based mainly on a lower price tag.
It is not the taste or durability that would get you to put a “Store Brand” in your basket but rather the price. After all if live on a budget why pay a little less for the almost-same product, and save for the bigger “fun-er” products in life. For decades that was both the party line (for supermarkets) ,and consumer attitude when it came to “store brands”, but that is all changing rapidly.
The world economic crisis has given Store Brands a new lease on life which was an opportunity to turn Store Brands from a compromise purchase to a desired or “destination product”. But how do you turn something “generic” into a brand? DESIGN is the answer! There is no reason why Store Brands should look like hammy downs. This is the shift in both marketing strategy as well as naming conventions: generic is now Privet Label, and the change in terms warrants a change in look.
Stores like Target, Publix, Safeway and Kmart have all embarked on a strategy that has one or more Private Label brands in their offering, and those brands now look as good if not better then Brands offered by the likes of Procter and Gamble, Johnsons & Johnsons. This strategy has proven itself so well, that some stores are now offering as many as 3 different Private label brands.
Scroll down as we do a little show and tell on how Store Brands or now full fledged brands:
The Publix supermarket chain, based in the southeastern United States in one of the pioneers in turning generic into cool, and their design team has won several awards for their great work:
Since the mid 1990′s Target has been very successful in fusing cool design and low everyday prices, one part of that success is has to do with Private Label brands that are cool looking.