The role of Private Labels in retailers’ assortment: an analysis in the FMCG sector
Private label (PL) has become a «social and economic phenomenon», especially in the context of Fast Moving Consumer Goods (FMCG) sector. Although global economic crisis has boosted PLs’ success, retailers have developed high-value own brands. As a consequence PL positioning is very close to that of (traditional) national brands competing in the sector. Because of such positioning, many retailers have emphasized their own brands in their shelves. PL has become the most important competitive tool the retailers employ against national brands. This paper analyses the role of PLs in retailers’ assortment and whether many retailers’ assortment decisions might be detrimental to the retailers’ interests.
ODS
Juan Carlos Gázquez AbadTeaching collaborator in the Economics and Business Studies Department at the Open University of Catalonia (UOC) and tenured lecturer in Marketing and Market Research at the University of Almería. Doctorate from the University of Almería. Formerly visiting lecturer at Ghent University (Belgium). His research results have been published nationally and internationally in numerous influential journals. Furthermore, he has authored a wide range of books and book chapters published nationally and internationally on retail management and retailer brands. He is co-chair of the international conference Research on National Brand & Private Label Marketing, which is held annually in Barcelona and is sponsored by the UOC.
