Private-label Products

Miller adds, “Selling products under a private label promotes and builds the catalog brand rather than that of the product supplier, thereby promoting the catalog itself and creating a more personal relationship with the customer.”

Schmid concurs that using private label will enhance your existing brand. “For one, if it’s done right, private label can turn you into a brand that people can trust,” he says. “Catalogers like Lands’ End and L.L. Bean are the epitome of brand.”