Advantages and disadvantages of private labels
...Advantages and Disadvantages of Private Labels (Product Development) Compared to National Brands in the Merchandise Assortment. A private label may be defined as a label that is unique to a specific retailer. According to Levy Weitz's definition in Retailing Environment, "Private-label brands, also called store brands, are products developed by a retailer and available for sale only from that retailer (2004)." There are many categories of private labels such as, store brands, store sub-brands, umbrella branding, individual brands and exclusive brands
In order to fully discuss private labels, an original company, Macy's, has been used as an example in...