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Home | Press Releases | Private Label Brands Increase Consum . . .

Private Label Brands Increase Consumers' Shopping Frequency and Spending At Key Retail Chains

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Women's knowledge of 46 private label fashion, food and storewide brands revealed in EPM's Private Label Consumers research study

NEW YORK, NY—February 10, 2010: The availability of preferred private label and store brands at Wal-Mart, Target, Kohl's, Sears or 16 other retailers increases the frequency with which women shop that store. The amount they spend there, and the likelihood that they recommend that store to family and friends, also increases.

The findings are based on a proprietary survey of women's knowledge of 46 brands, reported in Private Label Consumers. Women were asked to identify which brands are sold at which retailers, and about the how the availability of those brands affects shopping behavior. The report is published by EPM Communications, Inc.

"When private labels feature 'higher-end' names, consumers assume it's a higher-end store," says EPM President Ira Mayer. "That's why Wal-Mart has an exclusive line from Norma Kamali, and Kohl's works with Vera Wang, as they try to improve their images in the apparel market.

"At the other end, our research demonstrates that if you have 'value' in your brand name, consumers assume the brand is sold Wal-Mart even though, for example, Value Time is a Piggly Wiggly brand. Meanwhile, anything associated with organic is perceived as available at Whole Foods, even though Whole Foods' own house brand is simply 365. Safeway offers O Organics, though few consumers know it."

Among other findings:

• 31% of women say that a preferred brand's exclusive presence at a store makes that store a destination for them when they shop. The younger the woman, the more likely she is to say brands bring her to specific stores.

• Exclusive brands generate foot traffic and drive sales: 33% of women are likely to spend more at a store that carries a favorite brand exclusively.

• Women are more likely to first learn about brands via store circulars and in-store promotions than they are from TV, magazines, radio and the Internet combined.

Private Label Consumers includes 58 charts depicting the value of store brands in making specific stores a destination; store loyalty; the significance of in-store promotions, circulars, TV advertising, and other media on brand awareness; and other factors. The data is also broken out by household income, age, presence of children in household, and other key shopper demographics.

A complete table of contents, and instructions for ordering and downloading the report, are available at www.epmcom.com/awareness. Print copies can be ordered by calling 1-212-941-0099.

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EPM Communications, Inc. tracks marketing and consumer trends for advertising agencies, brand marketers and entertainment/media companies through newsletters, research studies and events.

Media Contact for editorial requests for excerpts of the report: Ira Mayer, President & Publisher; imayer@epmcom.com; 1-212-941-1633, ext. 27.



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