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Copycat packs do not guarantee own-label successstevenkiernan, 10 April 2007Be the first to comment on this article Copycat packaging on its own is unlikely to provide a sustained basis for the success of supermarket own-label products compared with competing brands, according to the Competition Commission. In a working paper published today as part of its ongoing inquiry into the groceries market, the commission highlighted research on copycat packaging carried out over the past decade. Packaging design for own-label products was “more about good, expressive design than copycatting”, according to evidence from Tesco, based on two customer research reports produced for the retailer by independent agencies. Tesco also said that copycat packaging issues were addressed by laws on trademarks and copyright. Meanwhile, the commission is to delay publication of the provisional findings of its inquiry until September to allow interested parties enough time to respond to evidence it is gathering. It plans to publish its final report in February 2008. Speak Your Mind |
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