December 18, 2008
2009: Private Label Brand Naming Hits the Clothing Trade
I have written about the rise of private label brand naming in the food aisles and I'm not surprised to see that 2009 will most likely see a rise in private label clothing brands.
Private label brand names in clothing stores "have their own identity - and their own discerning fans - instead of being a cheap trick to spark a little foot traffic."
It had to happen. Fashion has become fast. No-name brands can get the new styles into the stores faster than the well-known brand names, and they can do it for less. So there's no reason for large clothing stores not to take advantage of this.
Macy's now has INC, Charter Club and Style & Co. Saks has Clothes(Real) and Nordstrom's has Classiques Entier and Halogen, which represent a great deal of Nordstrom's overall sales - try 15%.
Note how carefully these brand names have been created and positioned. The strategic naming that gets appended to private label brands rivals that of much larger brands, just on a minimized scale. With private labels we are naming a product to appeal to a few thousand shoppers, rather than a few million.
I have noted that even the Big Box retailers are now using brand name designers, which goes to show that private labels bring fashion for the average consumer to a whole new level.
A Cotton Inc blog states it pretty simply:
With private label, retailers are able to customize their lines to target specific groups of consumers who shop at their stores... A third of women who shop in department stores are 25-55, and many private label programs are aimed at this group.
Private label clothing allows each store to create products and brand names for a distinct customer base. The news about these house brands can be spread through social media channels, while also helping build the store's brand at the same time.
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» Saks Fifth Ave Embraces House Brand Naming (But Doesn't Want to Admit It) from Name Wire: The Product Naming Blog
Saks Fifth Avenue is embracing the house brand concept with a new line of menswear called The Men's Collection. This means that House Brands have moved from the fluorescent universe of 7-11 and Walmart to the well-heeled world. But Saks is avoiding the... [Read More]
Tracked on July 30, 2009 11:34 AM