Store brands

"To the surprise of many, a number of store brands have managed to build loyal followings of their own in the last decade. What’s more, they’ve managed to do so even while the economy was strong, which would seem to remove price as a factor and may mark a more significant change in what Americans buy and how companies sell us stuff.
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Traditionally, the draw of a store brand was low prices, not style or quality. The new generics playbook is working, in part, because young, web-first companies such as Dollar Shave Club Inc. and Casper Sleep Inc. have made people feel more comfortable reaching beyond the handful of tried-and-true brands.
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This isn’t merely an “internet changed everything” story—even if, OK, that’s part of it. The same set of tactics has also worked for traditional retailers. Walmart, Costco Wholesale, Target, and others have focused on private-label products to which they can give an identity and appeal beyond price.
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Your favorite brands from childhood probably won’t go away. But they’re going to have to work a lot harder to get shoppers’ attention. And it’s going to get uncomfortable for products that are stuck in the middle ground between the iconic and the cheap chic."

Sempre que leio sobre este tema recordo as metáforas do aristocrata arruinado, da carcaça oca, do hollowing, da radioclubização. Não é o fim das marcas, é a decadência das marcas que não desrespeitaram a sua relação com os clientes. Recordar "Better lemonades".

Trechos retirados de "The Rise of the New House Labels Is Reshaping Retail"