Why rebrand?

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Posted 8/5/2013 by ScrappykindofGirl in General Scrappin'
 

ScrappykindofGirl
StuckOnPeas

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Posted: 8/5/2013 7:41:59 AM
Why are more & more companies allowing other stores/people to rebrand their products?

I feel like it's a scrapbook guessing game lol!


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roseredd
BucketHead

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Posted: 8/5/2013 7:56:17 AM
Show me the money.


guzismom
Ancient Ancestor of Pea

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Posted: 8/5/2013 8:22:44 AM
Simple...more sales.


Marilyn (now in New Mexico!!)
SCUBA diving and SCRAPPING Mom of two

shimelle
Garden Girl

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Posted: 8/5/2013 9:45:47 AM
More sales from either little work (the design is already done) or from product that is otherwise dead (if it didn't sell at full wholesale price and not at sale wholesale price, eventually it's dead weight in your warehouse... write it off, sell it to another company crazily cheap, and let them repackage it and add a new header card with their brand).

I've seen both of those done well and both done poorly. I don't envy anyone being in that position of trying to decide if a rebrand or sell off is a good idea! In many cases, it seems like it would be very difficult to have any control over what happened to the end product in that case, so it could devalue other products that should be at their height and still making top dollar... and 'top dollar' in scrapbooking terms is a really small margin, so every cut is a big cut to the bottom line.

I am really curious as to what percentage of this market of people shopping for papercraft supplies pay attention to things like the paper and printer quality. I am such a snob about paper and don't want to work with the lighter-weight papers with watery colour in the printing now that we have such lovely quality papers with heavier paper stock and rich colours. There is a significant part of the crafting community who would pick the savings in price over the extra outlay for the quality. I just wonder what the real breakdown is and I'm not sure there is anyway to get a good idea! But it intrigues me.


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shimelle.~*
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melanell
Ancient Ancestor of Pea

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Posted: 8/5/2013 9:49:14 AM

I am really curious as to what percentage of this market of people shopping for papercraft supplies pay attention to things like the paper and printer quality. I am such a snob about paper and don't want to work with the lighter-weight papers


Ugh. I know. My husband purchased 2 giant pads of the light weight paper for me for Christmas.

I've been trying to use it here and there, because actually trying to buy me scrapbooking supplies was pretty impressive for him, but ugh, they drive me nuts!



ScrappykindofGirl
StuckOnPeas

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Posted: 8/5/2013 9:56:31 AM
Thanks Glitter Girl! The paper rebranding makes me sad too! I miss the A & B sides and paper weight quality as a result of the rebranding.

It's interesting to see so many manufacturers going this route.


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cloud_weaver
PeaNut

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Posted: 8/5/2013 9:59:50 AM
I think some of it depends on how much people hoard. I have tons and tons of papers, and will occasionally buy some of the rebranded stuff if I didn't originally purchase it. I really have to watch my budget, and often times there are paper lines that I love, but I can't afford to buy a bunch of it. But if it will come out in a huge pad for less money, I may be swayed to purchase it and stash it for projects at a later date.

But for the most part, I only craft with the medium to heavy paperweight stuff. But having the other lines that I like stashed away to coordinate or use on different projects is always a plus for me.

JannyGirl
BucketHead

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Posted: 8/5/2013 10:00:18 AM

Ugh. I know. My husband purchased 2 giant pads of the light weight paper for me for Christmas.

I've been trying to use it here and there, because actually trying to buy me scrapbooking supplies was pretty impressive for him, but ugh, they drive me nuts!


If you make cards, these light-weight papers make great envelopes.



jrshapiro
PeaAddict

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Posted: 8/5/2013 10:18:45 AM
Thanks for the insight Shimelle! I was always curious.



treyaut
StuckOnPeas

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Posted: 8/5/2013 10:26:50 AM
I have purchased the rebrand of some of my FAV lines. But it's when they throw in that GLITTER that drives me bonkers.


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awkward
BucketHead

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Posted: 8/5/2013 10:27:03 AM
Haven't you noticed this in clothes and other goods?
Target and Walmart have items identical to higher end stores, but a season or two later. It's not always due to copying, it might be the exact same pattern. If you travel you see the item manuf'd in same factory.

Just as paper gets thinner, the blouses get more poly or whatever.

trixie*
BucketHead

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Posted: 8/5/2013 11:04:46 AM
I love and stick to the heavier weight. I like quality and will pay a little more for it. I am afraid that over time the lighter weight product will not hold up. If you use a lighter weight do you back it with a heavy weight card stock? If you do that are you really saving money?


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tfsinga
PeaNut

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Posted: 8/5/2013 11:29:48 AM
I don't stick to a certain brand. I buy what I like. I have heavy weight and light weight papers and haven't noticed any differences once they are in an album behind a page protector. On the downside, most big box stores don't offer double sided patterns.

My Mom used to work in a hat factory. They would take a hat, sew a label in it and put it in a hat box and it would go to a high dollar department store. They would also take the same hat except put a tag on it and no hat box and ship it off to a different store.

JenGallacher
Garden Girl

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Posted: 8/5/2013 12:44:38 PM
Did you know that certain big box stores set the rebranding constraints: paper weight, cover style, compilation of products included, etc.? All these considerations go into giving you more product for less money.

I think it's nice to have options. Some prefer the heavy weight papers, while others prefer more paper and don't mind the thinner weight. Options are always good.


Jen Gallacher

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Aj Jones
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Posted: 8/5/2013 12:48:08 PM
Specifically speaking to the AC and MME re-branding at Michaels, I have to say that I don't really see a significant lowering of quality in regards to the printing or paper. The paper might be a touch lighter, but the majority of it isn't the "envelope weight" paper (as mentioned above). I do have to roll my eyes at the glitter finishing but I don't find that I notice the glitter once my layout is in the page protector.

I actually think that the re-branding is good for the scrapbooking world - the craft store fare has always significantly lagged behind the designer scrapbook goodies in terms of quality and sophistication of design. Having those re-brands hit the shelves of the stores that don't specialize in scrapbooking raises the general awareness of good design. This can be two fold: first it challenges the other brands to produce more 'current' products. Also, if those consumers encounter the brand name products they've already been exposed to that particular manufacturer's style even if they don't recognize the name.

So, I am on the fence about the whole thing. I do really enjoy getting the real deal, but I won't hesitate to buy a re-brand if it is paper that I genuinely love and has a good chance of getting a used. I do think the re-brands are often released too soon, and I worry that the timing undermines the bottom line of the LSSs.




guzismom
Ancient Ancestor of Pea

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Posted: 8/5/2013 12:54:08 PM

I am really curious as to what percentage of this market of people shopping for papercraft supplies pay attention to things like the paper and printer quality. I am such a snob about paper and don't want to work with the lighter-weight papers with watery colour in the printing now that we have such lovely quality papers with heavier paper stock and rich colours. There is a significant part of the crafting community who would pick the savings in price over the extra outlay for the quality. I just wonder what the real breakdown is and I'm not sure there is anyway to get a good idea! But it intrigues me.


You have to remember that not everyone has access to local scrapbook stores where they can see and feel the difference; those things are hard to portray for online merchants. Some of us living out in the middle of nowhere have only places like "big box stores" to shop at on a regular basis.


Marilyn (now in New Mexico!!)
SCUBA diving and SCRAPPING Mom of two

papersilly
Don't let the dreamkillers get me

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Posted: 8/5/2013 12:55:42 PM
to make their products more accessible in locations and at different (maybe lower) price points.



melanell
Ancient Ancestor of Pea

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Posted: 8/5/2013 1:16:41 PM

If you make cards, these light-weight papers make great envelopes.


That's a great idea. Thanks. I always buy blank envelopes.


I also find the thin papers are nice for mod podge projects, especially covering notepads, which I love to use and like to be pretty.

I also trim them into pieces and I write notes to my son's teacher(s) or make lists, etc. on the blank side of them.



PennyPaws
StuckOnPeas

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Posted: 8/5/2013 4:45:13 PM

If you make cards, these light-weight papers make great envelopes.


I tend to prefer the heavier papers, but when I end up with the lighter weight paper I find it perfect for making envelopes - especially to put inside albums... If you make an envelope out of the heavier paper it adds so much bulk... With the rebranded stuff, if you have the patterns in the heavier papers, the lighter papers are great because they match but don't add that bulk...

I also use it as the base paper that you only see a 1/2" frame of... Once you add only a slightly smaller heavier weight paper on top the page is just as sturdy, but you don't use up a whole piece of paper, and you don't have to cut away some of that precious paper that's behind all the layers...LOL

ckettel
PeaFixture

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Posted: 8/5/2013 9:05:00 PM
I was just at M's and noticed the rebrands. As someone who bought 'the real' MME papers, I found the thin, off-colored rebrand to be blech - for lack of a better word.


Chris












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ScrappykindofGirl
StuckOnPeas

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Posted: 8/5/2013 9:26:44 PM
While skimming the HSN website today I spotted the Inspired by LB embellishments which was a rebrand of SC (wood veneer, masks, and mists). Those looked like the exact same product, just different packaging. I think the paper takes the biggest hit when rebranded in terms of product specs.


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aerynkelly13
PeaFixture

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Posted: 8/6/2013 12:37:25 PM
Someone made the point that not everyone has an LSS to be able to see/feel the difference. This is very true. Living in the middle of nowhere I have to drive over an hour of mountain roads to get to even a big box store, making the big box stores less cost effective for me. I rely on the "name" to tell me that it's the quality paper. If I order online, I can see that it says "MME" or "AC" on it and I know that it's the thick, double sided paper that I come to expect.

I have seen, for instance, the re-branded Amy Tan Sketchbook in Michael's. I bought a pad, because her line is scarce and I wanted to use it for my PL this year. There's a significant difference, including one paper that originally is colourful doilies on WHITE but in the re-brand it's colourful doilies in CRÈME. Not a big deal.... unless you *have already used the original in your project!!!* Ugh. The pad is also missing a few papers, which kinda blows. But if it's a choice between not having it at all because the original is sold out, or having a slightly different re-brand of something I really enjoyed... I'll take the re-brand and be grateful.


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katyscrap
PeaFixture

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Posted: 8/6/2013 12:57:46 PM
I like both.

When I buy the thinner rebranded I don't hesitate to mix it in with my nice paper when making a layout. The thinner sheets make great layering pieces, strips, mats, etc. You really can't tell the difference once the layout is complete.



Velouria
Pixie Pea

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Posted: 8/6/2013 7:42:59 PM
To make more money and not have to pay the artist.



cdpeck
PeaNut

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Posted: 8/6/2013 8:33:13 PM
Wow. Great discussion. And thanks, Shimelle, for your explanation! I know I prefer the heavier-quality pp's, but for some lines (ex Amy Tangerine's earlier lines), I like still being able to find it so I can have a good stash to use whenever I want.


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OCLittleFlower
BucketHead

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Posted: 8/6/2013 8:42:13 PM
I sometimes use the lightweight one sided paper in scrapbooking, but usually I use it for envelopes, white side out. Run it through the Cricut and you have an envelope with a "liner" in one step.


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melanell
Ancient Ancestor of Pea

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Posted: 8/6/2013 9:01:42 PM

Some prefer the heavy weight papers, while others prefer more paper and don't mind the thinner weight. Options are always good.




Very true.


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