What is Private Labeling?
Private label products are manufactured by one company to be sold in the market under other company’s brand. In garments business, they are clothing with a label exclusive to a store or a chain of stores. These clothing can be designed by retailer’s in-house designers or by outside manufacturers. There are many textile services available these days. One of such service is that of private labeling. The firms engaged in providing private labels, help the retailers in customizing their clothing lines for their specific groups of consumers. The stores know their target market and its requirements through constant research. In fact, many of them have their own product evaluation centers that talk to shoppers about their present and future needs.
How are customers benefited?
Consumers get to select quality clothing at much lower prices as compared to manufacturers’ established brands and that too without waiting for any discounts or promotional pricing. To eliminate all doubts about quality, some stores keep others brands too with their private labeled clothing. When the customers compare the two and see that they can save significantly and also get equivalent and sometimes better quality, they prefer to buy the private labeled clothing. Moreover, the retailer’s name or symbol assures that the product meets the retailer’s quality standards and specifications. Although the concept of private labeling was more prevalent in food products and other health & beauty products and it’s comparatively new to the clothing business, yet it’s making big in this sector, growing day by day. More and more store brand clothing lines are expected in this year 2009.