There is no part left to play in the big brand’s game.
But there is a time for everything and it is not proven yet, whether the big brands are here for good. Even the apparent perfection has a finite shelf-life. In the fast world of today the grab for attention becomes more and more difficult. Too big are the different influences by all kinds of media outlets. And the capable consumer understands the game too.
The retailers and discounters – our customers – want to offer their customers the biggest advantage and therefore replace premium brands with their own private label products that offer the same quality but come with a considerably lower price tag. That is the philosophy we build our strategy on.