Shelf Life 126: Have Private Label Brands Become More Desirable Than Their Counterparts?

Store brands used to be the compromise you settled for, but now they're the thing people seek out. A new report from Pearlfisher calls it the "cult threshold," the moment private label stops apologizing for itself and starts building the kind of cachet that makes Kirkland Signature a status symbol and Trader Joe's tote bags a cultural moment. Here's what's driving the shift, and what it means for