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But not every retail story is bleak: bargains abound as stores try to clear out last season's inventory, and consumers are getting smarter about products that aren't just cool and convenient, but also represent a return on investment.
"There has to be a reason fifty million or so Americans will want it," says Nancy Duitch, CEO and Director of Vertical Branding, a consumer products company that specializes in selling unique, high-quality household and personal care products at affordable prices. "Our theory is that if we can keep our products in the $9.99 to $29.99 range, and they strike the right chord, they will remain relatively recession proof. Our customers understand that if they make a purchase of, say, $20, they might end up saving hundreds of dollars over the long term."
Indeed, one of Vertical Branding's bestsellers, the Steam Buddy, is a lightweight handheld fabric steamer that heats up within fifteen seconds and removes wrinkles and odors without flattening fabrics. "The Steam Buddy retails for just $19.95 and is a lot easier than ironing," explains Ms. Duitch. "If you have an office job and send $20 worth of laundry to the dry cleaners each week, using the Steam Buddy you're looking at a savings of over one thousand dollars a year."
Vertical Branding builds brands and customer awareness by marketing and selling its products directly to consumers via the Internet and television spots, often with the help of noted infomercial salesperson Billy Mays. These direct response campaigns serve as catalysts for broader wholesale distribution to many of the country's largest retailers and drugstore chains, including Wal-Mart, Bed Bath & Beyond, Rite-Aid, Walgreens, Staples, and others.
"We focus on products with features and benefits that meet everyday consumer needs and have the potential to remain on store shelves for extended periods of time," says Ms. Duitch of such popular favorites as Hercules Hooks, My Place, and the Nicer Dicer. "We've also begun applying our retail formula for bringing to market 'green' household products that make sense for the pocketbook and the environment." Visit www.verticalbranding.com to learn more.
SOURCE: Vertical Branding
IRG Janet Vasquez, 212-825-3210
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