This analysis focuses on sub-models, which represent private-label brands within the main brand. I first analyzed the sub-models and then examined the impact of the core model and halo effects (brands in the same category, such as athletic footwear).
Private Label impact on Core Brand: CALIA drove the Core sales the most, and followed by DSG BRAND. VRST had negative impact on Core Sales.
Sub Model (Private Label Brand Measurement)
Core Brand Impact on Private Label:
Discount had an increasing impact from H1 2023 to H2 2023, which also aligns with the HoH trend in 2022.
The Athletic Apparel category from the Core model also had a bigger impact in H2 than H1 and remained a key player for Halo impact.
Core Model impact on Sub Models