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| Private Label Magazine - October 2003 |
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Clean
Ones. Portland, OR, is adding features and extra counts to
its products, part of a strategy to get consumers to pick
premium private label.
"If
you really want to succeed in this business, you've got to
get your customers to trade up to better products with better
features on them, " said Tim McMann, president of Clean
Ones.
Clean Ones has recently created two glove products that are
National Brand Equivalent (NBE) to Playtex Living and Playtex
Handsaver gloves.
Clean Ones has also upped the counts of its products. Where
national brands sell 10-counts of latex gloves, Clean Ones
offers 12-count. Where national brands sell 50-counts of latex
and vinyl gloves, Clean Ones offers 60-counts.
The packaging offers several features, such as product descriptions,
photographs, a size guide, and an optional preprinted price.
Traditional retail outlets are facing competition in every
category, gloves included. "They have to offer something
more to the consumer with all the competition from dollar
stores and wholesale clubs," McMann said.
Two areas of specialty glove development are heavy-duty gloves
and latex-free gloves. Many of these are made for the home
healthcare market, for which there is not economy tier. The
retail industry could have success with them, if they're marketed
correctly.
"We need to get the consumer to spend
more money," said McMann. "To get them to do that,
you have to offer them a reason, and, it really comes down
to product features,"
For more information, contact Clean Ones at 800-367-4587 or
email at sales@cleanones.com. |
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