# Professor Anika Sharma weighs in on the rise of branded private label products from retailers and the impact on traditional brands

1 Faculty News December 12, 2019 ![MarkerLogo_190x145](/sites/default/files/styles/246w/public/assets/images/MarkerLogo_190x145.jpg?itok=FdZ1nSqr)>

Excerpt from [Marker](https://marker.medium.com/why-everything-you-buy-looks-like-it-was-made-by-a-hipster-in-brooklyn-d41d8bf7fd52) -- "Retailers also possess the one asset every CPG covets: troves of data to help them make decisions about which products resonate with customers. 'You understand the brands that are doing well, you learn from those brands, and then you launch your own brand in that category,' says [Amika Sharma](https://www.stern.nyu.edu/faculty/bio/anika-sharma), an adjunct assistant professor at NYU Stern and a marketing professional."

[Read More](https://marker.medium.com/why-everything-you-buy-looks-like-it-was-made-by-a-hipster-in-brooklyn-d41d8bf7fd52)