“History and Evolution of Private Label Brands”

“The history of private labels has been closely linked with evolution of retailing. Private labels have contributed immensely to retail industry by creating lasting impact through innovation which has become established practice. Many established brands have started as private labels. Private labels have been misrepresented as something which is cheap in quality. Early pioneers have set high quality standards for private labels which were diluted overtime. Over a period of time, private labels have made visible improvements in quality and packaging overtime. In recent times, retailers are looking at private labels to differentiate themselves among consumers and private label popularity among consumers is on the rise. This paper discusses private label evolution, developments in retail, early private labels, pricing, quality standards and competitive element. In addition, this paper identifies underlying factors responsible for image of private labels and highlights boundaries between private labels and national brands.”