No Logo was a siren call to antiglobalisation. For trade sourcing companies, it's a fundamental reason to load up on their stock. In a recession, consumers tend to trade down to less expensive alternatives. No one knows this more than retailers, which tend to stuff their shelves with own-brand products – at a discount of at least 20 per cent – alongside the big brands. That plays to the strengths of supply chain managers, which can direct their vast networks of factories to pump out more private label jeans and T-shirts.
《反對名牌》(No Logo)是一曲抵制全球化的賽壬歌聲。對於貿易採購公司來說，這是他們補充庫存的主要原因。在經濟衰退期間，消費者往往會降低檔次，選擇那些不太昂貴的產品。沒有誰比零售商更瞭解這一點了，他們會在大品牌旁的貨架上擺滿自有品牌產品——至少有20%的折扣。這正中供應鏈管理商的下懷，它們可以指示其龐大的工廠網路生產更多自有品牌的牛仔褲和T恤。
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