Analysis by IADS Merchandise Group

More on retailers' Private Labels

>> Pictures from Parisian department stores' Private Labels

In a move to counter Amazon and its more than 40 private brands -including in healthcare medications and treatments- American retailers are betting on their own private labels to stand out.

>> Walmart

This spring, Walmart will officially launche three new private brands, and will relaunche an old one: Time and Tru for women, plus-size label Terra & Sky and Wonder Nation for kids. George, which bowed in the U.S. years ago, is also part of the programme as it is being relaunched exclusively for men

Read more about walmart new private labels

>> Target

The retailer officially launched Universal Thread, a clothing and accessories brand tailored to fashion girls of all sizes. The label features "on-trend pieces that were designed with a laser-focus on fit, quality, and value," including denim (the brand's cornerstone), tops, dresses, accessories, and shoes.

The retailer also launched two new home and lifestyle brands (in September 2017 and November 2017) and will launch a third one in April 2018. Target is finding good reason to invest in the home sector: data shows that the guests who buy home are some of the most loyal customers across all areas. So what came out of this recent launches is that not only they performed very well, they've also driven rise across the other brands and other sections of the store.

read more about Target 'Universal Thread' brand

read more about Target new home & lifestyle brands

>> J.C. Penney launches 'Obsess' line for tweens

Seeking to attract a younger, digitally inclined tween generation, J.C. Penney is launching Obsess, a private fashion brand with "rotating capsules" inspired by influential young women promoting a positive body image. "Obsess is a very unique brand that allows J.C. Penney to reach a generation of girls who move rapidly from one fashion trend to another, as they discover new style inspiration through daily social media feeds," said James Starke, Penney's senior vice president of merchandising. [...] As we focus on driving business to J.C. Penney, we have an opportunity with Obsess to attract an entirely new, and often elusive, Generation Z customer. Gen Z holds $44 billion in buying power and is on track to become the largest consumer segment over the next few years, representing significant sales growth potential."

Obsess launched at jcpenney.com and in 500 Penney's stores on 2 March 2018.

see pictures of JC Penney first 'Obsess' collection

Magazines

see the lookbooks of IADS Members' private brands