BRANDLESS BRANDS WILL SURGE IN 2020: Once popular retail brands like Payless ShoeSource, Gymboree, and Charming Charlie have closed a combined 3,457 retail stores while stores with more private-label products, like Aldi and Target, have surged with more store openings and earnings. “Today’s consumers are looking for value, and aren’t necessarily attached to particular brands…” claims eMarketer. It’s no longer enough to be the “trusted” brand or have incredible brand awareness – effectively communicating the value of a product or service is equally, if not more important, than the brand.
Why you should care: The premium for higher education has shifted away from brand and onto value. An emphasis has been placed on high-ROI programs where job outlooks and tangible curriculum outcomes are becoming more important than simply communicating that your school has been the prestigious or preferred business school for over 40 years.
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