Retailers hop on 'proprietary brand' train

Sloan, Carole
September 2006
Furniture/Today;9/4/2006, Vol. 31 Issue 1, p51
Trade Publication
The author reflects on the new trend of retailers opting for marketing proprietary merchandise. She holds, that a number of retailers are banking on brands and brand names either named on them or on celebrities. Proprietary merchandise is said to give the retailers an advantage to magnify prices and margins. The disadvantage is that the design, production, distribution and marketing burden lies on the retailer.


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