We conducted an extensive assessment of the traction that the private label brands are having in the Australian market. Through a series of store visits over an 8-week period in April and May 2016 we determined, through observation, the customer response to the WHL private label ranges in the David Jones stores. In total, we conducted 22 visits in 15 stores over the two-month period. In addition, we sought the opinion of a professional personal shopper for expert views on the style, pricing and quality of WHL private label merchandise. We looked at the introduction of the David Jones range in South Africa, and highlight the risk of product proliferation in this area.
