PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE

Authors

  • Janaina de Moura Engracia Giraldi Universidade de São Paulo - Ribeirão Preto, SP
  • Fernando Scandiuzzi Universidade de São Paulo - Ribeirão Preto, SP

Keywords:

private label, retailing, store brand

Abstract

Nowadays in the retail sector there is much speculation about the future of private labels – Will they continue the high growth rate in the next several years? In this report it is presented a clear and delicate picture of private labels: definition, situations (especially in Europe and in Brazil), strategies of both retailers and manufacturers, and trends concerning this hot topic. The paper starts with an explanation of the motivation to work with private labels, from the point of view of both retailers and manufacturers. The difficulties faced by them when dealing with private labels are also approached in this report. Then, the current situation in Europe and in Brazil is pointed out and a set of interviews makes clearer how a real private label manufacturer works. Finally, illustrations on the trend and an optimistic prediction of the future of private labels will close this paper.

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Published

2013-09-05

How to Cite

de Moura Engracia Giraldi, J., & Scandiuzzi, F. (2013). PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE. Electronic Review of Administration, 10(3). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/42402

Issue

Vol. 10 No. 3 (2004): Edição 39 - mai/jun 2004

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.