PLMA to take a special look at celebrity brands

CHICAGO —The Private Label Manufacturers Association will host a special section at the private label industry convention, running from Nov. 11 to Nov. 13 in Chicago, devoted to licensing and celebrity product promotion. The marriage of celebrity names and private label is the latest in a series of quality upgrades in products, packaging and presentation that have given retailer brands a boost throughout all of retailing.

Ipsos-MORI research conducted for the PLMA indicates that 41% of Americans now consider themselves “frequent store brand shoppers.” PLMA president Brian Sharoff said celebrity involvement “gets you instant recognition with consumers,” which is an issue given all the clutter in marketing and store shelves today.