PREFACE
BOTH OF US GREW UP in a world dominated by manufacturer brands. Brands were everywhere and defined the lives of people as consumers. However, over time, we started to notice a change in the retailscape. More and more retail stores were carrying products with their own label. At the same time, many mom-and-pop stores disappeared, usually acquired or replaced by large chain stores.
In our student days, spurred by a tight budget constraint, we increasingly turned to private labels to save money. We discovered that the quality of store brands was actually better than we had expected. Since then, we have continued to regularly purchase private labels. Private labels have become a permanent feature in our shopping repertoire, mirroring their ...
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