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Who Exactly is the 2018 Private-Label Shopper?

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Though the term “private label” long has been associated with cheaper, generic knockoffs of well-known national brands, a closer look at the emergence of four highly successful direct-to-consumer private brands indicates that the stereotype might be shifting—and it sheds light on the new reality of the private-label consumer class. Evaluating Warby Parker, Mack Wheldon, Casper…

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