Can private labels develop more focused target marketing?

Short answer to the question posed in the headline: “Of course!” Here’s my thought from a recent RetailWire discussion:

Private labels need “brand management” just as much as national brands. In fact, a lot of the evolution toward “exclusive brands” rather than private labels is an effort to move away from one-size-fits-all marketing. Any brand should try to reach a targeted audience, whether through demographic or lifestyle segmentation. Even a full-line retailer trying to draw a broad customer segment needs an array of brands with targeted appeal within its overall assortment.

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