The fancy of buying private label garments are growing and retailers are aggressively involved in their marketing, as they do for branded apparels. The onward march of private labels continues to dominate the apparel sector. Shoppers of private label apparels proudly consider themselves are smart shoppers who evaluate the manufacturers brands with the store brands. They take pride in themselves that they are not being influenced by the brand status or the advertising stunts.

References:

1. "Private Label Strategy", BY Nirmalya Kumar & Jan-Benedict E. M.
2. GLGi: Increasing Utilization and Strength of Private Label Brands, PPT, July 31, 2007, New York, http://www.glgroup.com/
3. "Rewrite Rules, Retail Values", PPT, Future Group.
4. http://www.cottoninc.com
5. http://sify.com
6. http://www.allbusiness.com