Product vs. Market Conditions

As the Q2 earnings continued to come in we saw that the brands that had been performing well earlier in the year, continued to remain strong.  

This points to the observation that when the retail market is strong all brands show growth.  When markets are weaker, strong brands or desirable products still grow. 

Consumers will more easily cut back or trade out of brands that they never really had a strong affection for to begin with.  At the same time, they’ll make trade offs in order to get the products they really want.