What does mixed branding refer to in a retail context?

Mixed branding in a retail context refers to the strategy of offering both private and national brands within a product category. Retailers utilize mixed branding to appeal to a wider range of consumers by providing options that cater to different preferences and price points. Private brands are often positioned as cost-effective alternatives to national brands, which can create a competitive edge by appealing to budget-conscious shoppers while still offering recognized national or designer labels that may attract higher-end clientele. This approach not only diversifies the product assortment available to consumers but also maximizes sales opportunities by capturing various segments of the market.

In this framework, the combination of private and national brands allows retailers to create a unique shopping experience, fostering brand loyalty and encouraging repeat visits.