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The last few years have not been easy for many retailers, yet private labels continue to gain ground. Their strengths: combining quality, accessibility and personality, and generating unrivalled profitability in the process. But also make common sense and pleasure work together, to gently establish itself as an everyday partner. In a word: be reassuring.

Convinced that private labels are an opportunity to be seized, and with our dual expertise in consumer intelligence and product marketing (from brand positioning to product strategy), we wanted to draw a few insights from 40 years of supporting some of the most emblematic private labels on the market.

The result is this white paper, which explores the many facets of private label and deciphers some key strategies (Decathlon, OhMyCream, Urban Outfitters…) and emerging trends enabling brands to establish their identity, boost profitability and consolidate their market position.

Conceived as a practical and accessible tool, it provides a synthetic understanding of the issues at stake through concrete examples and inspiring case studies (fashion, beauty, athleisure, decoration, food…).

Enjoy your reading!

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From reason-based choice to love brand: private labels as growth levers.

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