While sales of private label store brands are experiencing strong growth, only 20% of women, on average, can identify which brands are sold by which retailers. What are the characteristics of the store brands with highest awareness? Which are destination brands? How do exclusive celebrity and fashion brands fare compared to store-developed brands?

For this exclusive report we asked 300 women to identify which of 46 fashion, food, and storewide brands (store-developed or licensed) are sold at Walmart, Target, Kohl’s, Sears/Kmart, JC Penney, Macy’s and 13 other retailers.

And beyond knowing which brands are sold where, Private Label Consumers tracks women’s main reasons for choosing a brand. You’ll learn:

• When the availability of a favored store brand makes that retailer a must-stop;
• How often a store brand's availability increases the amount spent at that store;
• When a store brand results in a shopper recommending that store to friends and family; 
• Which media reach private label buyers most effectively.

All of the data is broken out by age, income, presence in the household of children under age 18, and marital status.

Sales of private label goods have taken off in recent years not only because manufacturers have put substantial effort into offering more attractive packaging and labeling, but also because a majority of consumers who have tried them have deemed them as good as national brands.

This proprietary research from the publisher of Research Alert, The Licensing Letter and Marketing To Women, is your guide to the $80+ billion private label business.

Published November 2009 (originally titled Women's Retail Brand Awareness), 88 pages, 58 charts, tables and graphs depicting women’s private label shopping knowledge, behavior and attitudes.