Captive Brands for Captive Audiences
I have recently learned a new marketing term: Captive Brand.
A captive brand is similar to the concept of a store brand. While it is exclusively available at the particular store and perhaps its subsidiaries, it does not carry the imprint of the store, and it is produced by a third party. Many times, the company will have its own website and marketing as well, at least to appear at arm’s length. There are times when a captive brand appears amid not just national brands but a store imprint as well.
For example, Towncraft by JCPenney is a store brand. George is a captive brand sold at Wal*Mart and at ASDA, its British counterpart. You can go to the George website and it talks about the company, but on its store locator, there are only the above mentioned. The history section mentions:
George has taken the steps to becoming a global brand with ranges now being sold in six different countries – UK, Canada, Mexico, Argentina, Japan and the US.
(Coincidentally, Wal*Mart has opened in all of those markets.)
Searching for Towncraft will yield you Towncraft at JCPenney. As we know, Towncraft has been synonymous with the casual men’s department at Penneys for decades. Conceivably, if a chain folded or left the area, the captive brand could be shopped around, but I have not really seen it happen.
I know there are many examples of a captive brand not only appearing in a store amid national brands. For example, Towncraft would appear in the same department as Levi’s Dockers. However, at the moment, I cannot think of too many captive brands that appear with a national and a store imprint. The best example of seeing all three together is with beauty products. For example, Garnier is a national brand, bioInfusion is a captive brand at Walgreen’s, and there is also a more generic Walgreen’s label brand shampoo that may be the same thing.
Why are they called “captive brands?” Like a store brand, the captive brand requires the shopper to return to the store to purchase it. The brand cannot be purchased at a competitor’s store. Then, why not just leave it at the store brand? The captive brand may seem “value added” to the consumer. Some people have the impression that a store brand is “generic” or “second rate” to a more “prestigious” national brand. That notion may sound a bit vapid, but just ask your average parent during “back to school shopping” days trying to get through the mall in one piece without their head exploding from hearing “I wouldn’t be caught dead in that.”
modern fashion, the business of vintage, useless information | Comment (0)Making the Leap
A few of our friends were contemplating the idea of moving their hobby into a full time business. In the past, it worked out very well to use Paypal. One could easily liquidate a few vintage hats to buy the one you REALLY want. What happens when you take your vintage fashion obsession to the next level? When selling occasionally online just won’t do? Appearances at antique fairs and textile shows sometimes is the next step. When you make the leap, you can deal in just cash, but sometimes the ability to accept credit cards can really increase your sales. Afterall, you can’t guarantee a customer is going to write a good check.
I have been poking around the internet researching a few different services. There is one service called Online Check that offers a 1.59% transaction rate, and requires $25.00 minimum in transactions per month. It is the only one I have found so far that doesn’t have a hefty monthly fee. If you are considering making the same leap, I suggest you fully research all of your options. I am certainly doing so with mine!
Fashion Defined: Argyle
The design was first seen on the tartans worn by members of the Campbell clan from Argyll, Scotland. The clan found popularity when it was mentioned by the Scottish novelist and poet Sir Walter Scott. By the late 18th century, the knitted pattern of the argyle was beginning to be adapted by manufacturers as the argyle plaid and socks knitted with the patterns became known as “argyle socks.” Although the original pattern of the Campbell clan was a traditional green and white, today argyle socks can be a combination of any two or more bright colors.
Save that for a cocktail party. You are sure to dazzle someone with your knowledge!
history, trivia | Comment (0)
