Grocery stores' private labels show improvement

10/22/2007 | Adweek

Private-label brands were once perceived by shoppers as brands that sacrifice quality for economy, but retailers such as Safeway, Costco and Trader Joe's are exerting efforts to compete with national brands. "Before [private label] was about knock-offs or best fast-follower," said Jim Lucas, senior vice president and managing director at DraftFCB. "Now it's about product innovation."

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