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Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. Costco has been on a good run lately. The beloved big-box club chain has been winning new fans for its no-nonsense stand on continuing its DEI policies, with comparable store sales up 6.8% in its most recent quarter. But as Costco shoppers know, its in-house Kirkland Signature brand, which includes everything from underwear to frozen pizza, has long been the discount clubs not-so-secret weapon. Kirkland marks its 30th anniversary this year, and in whats shaping up to be a challenging economy for consumers across the board, its poised to become more important than ever. Kirkland-branded products (excluding gas) already account for nearly a quarter of Costco salessome $56 billion in its fiscal year that ended September 1. That makes Kirkland bigger by revenue than Nike ($51 billion last year) or Netflix ($39 billion). Like all private labels, it competes with brand-name consumer products largely on pricean obvious advantage in belt-tightening times. But Kirkland is also the rare private label thats developed its own powerful, and surprisingly elastic, brand identity. When it was founded in 1983, Costco offered only name-brand goods, but over time the company became concerned with rising prices, sometimes even when underlying commodity prices were going the other way. So it decided to jump on the then-burgeoning trend of creating lower-priced house-brand alternatives. At first, it followed the practice of Sears and other major players of that era who created multiple distinct private brands for different categories. But ultimately this struck management as confusing: Consumers couldnt be expected to associate dozens of newly invented brand names with Costco. Kirkland Signaturefirst used on vitamins and shampoo, in 1995was named after the Seattle suburb where Costco was based at the time. The biggest-selling Kirkland products tend to be staples like toilet paper, paper towels, and bottled water. But as the label has developed a quality reputation, Costco has gradually become more and more adventurous about where the brand can go, and there are now an estimated 500-plus Kirkland-branded products, from high-end liquor to aluminum foil to sushi. Its hard to think of any other single brand successfully competing in such a dizzying array of categories. Meanwhile, the discounters core strategy of limiting choices in each category and generally offering far fewer SKUs (stock-keeping units) than most big-box stores ended up making Kirkland even more potent. A few years ago, according to The Wall Street Journal, Costco decided Kirkland would become one of its two diaper offeringsmeaning either Huggies or Pampers had to go. Costco and Huggies-maker Kimberly-Clark made a deal to manufacture the Kirkland diapers; Huggies stayed. (Costco later switched to another manufacturer, but Huggies kept its slot.) Speculating about which big brands actually make Kirkland productsare its apparent dupes of a popular pair of Lululemon pants actually made by Lululemon?is a Costco-fan pastime. Costco generally doesnt comment (and did not respond to an inquiry from Fast Company), but its widely accepted that Starbucks supplies some Kirkland coffee, its batteries are made by Duracell, and Bumble Bee supplies its tuna fish. And plenty of Kirklands supply partners are quite open about the relationship: Ocean Sprays logo is right below Kirklands on its cranberry juice bottles. And while Grey Goose has in the past denied supplying its vodka, Oregons Deschutes Brewery has put its logo on the popular Kirkland Signature Helles-Style Lager it now brews for Costco. Traditional brands continue to outsell private label alternatives by a wide margin, but store-brand sales continue to grow. (Target, Walmart, and others still have multiple private labels, but direct Costco rival Sams Club has moved to a similar model built around its Members Mark cross-category house brand.) And Costco has reiterated that it believes it can continue to grow private-label sales. While its not yet clear what the full fallout of the Trump administrations nascent and ever-changing trade war policies will look like, its a safe bet that shoppers are going to become increasingly price-sensitive this year; the Conference Boards expectations index of forward-looking consumer sentiment has plunged, with tariffs a cited concern. That means more interest in lower-cost private labels in generalbut maybe especially for a private label with a quality reputation. It may not be as attention-grabbing as a $1.50 hot dog, but Kirkland Signature seems positioned to become more popular than ever.
Category:
E-Commerce
Hiring professionals who see countless job applications every year begin to notice patterns of red flags that can instantly disqualify a candidate. Here, experts share their thoughts on the most commonly made mistakes. Avoid the White Fonting Trick Surprisingly, many candidates still use the “white fonting” tactic on their résumés. This practice stems from an outdated piece of advice that has spread over time: include extra keywords or copy the entire job description, reduce the font size, and change the color to white. The intention is to make the text invisible to the eye but still detectable by applicant tracking systems. It’s essentially an attempt to game the system. As a recruiter, I’ve encountered this more times than I can count. However, the moment I highlight the text or open the file in dark mode, the trick becomes glaringly apparent. It immediately raises concerns about the candidate’s integrity, making it a clear red flag. Indeed, résumés should be keyword-optimized. However, the correct approach is to naturally incorporate relevant terms from the job description into your bullet points. Demonstrate how you’ve applied those skills through concrete examples and results. The simplest way to avoid this mistake is to refrain from using the trick altogether. Remember that the objective isn’t to outsmart the software. Instead, it’s to present your experience in a clear, relevant, and compelling manner for the people reviewing it. Ana Colak-Fustin, Founder, HR Consultant and Recruiter, ByRecruiters Proofread Thoroughly Another red flag we consistently notice in job applications is grammatical errors and typos. These mistakes immediately signal a lack of attention to detaila quality we consider essential in any professional role. We recently reviewed a candidate with stellar qualifications who was eliminated early because their résumé contained multiple spelling errors. What makes this particularly unfortunate is how easily these mistakes can be avoided. For example, the candidate had mistyped the name of their previous employer and used inconsistent formatting throughout the document, giving the impression of carelessness despite their impressive background. To sidestep this issue, we recommend a three-step approach. First, always proofread your application thoroughly before submission. While spell-checking tools are helpful, they don’t catch everything and can struggle with things like industry terminology. Second, we recommend candidates have someone else review their application documents. A fresh pair of eyes often spots errors we’ve become blind to after multiple revisions. Third, never rush the application process. Employers can tell when something has been hastily assembled, and it suggests you might bring that same hurried approach to important work tasks. In our experience, candidates who submit polished, error-free applications demonstrate the professionalism and meticulousness that employers value. This attention to detail in your application reflects how you’ll approach your worksomething we always look for when identifying top executive talent for our clients. Remember, a résumé is often a first impression, so its best to make sure it represents the caliber of work you’re capable of delivering. Julia Yurchak, Talent Sourcing, Acquisition & Management Specialist| Senior Recruitment Consultant, Keller Executive Search Follow All Job Posting Instructions Some application red flags stand out before I even review a candidate’s materials. The most common is failing to follow the instructions in the job posting. If a candidate skips steps, submits their application to the wrong place, or neglects to include requested materials, it signals one of two things: either they didn’t read the posting carefully, or they struggle with following directions. Both are concerning. Even in independent roles, employees must adhere to guidelines and standards, and strong reading comprehension is essential in today’s workplace. When a candidate makes these mistakes early in the process, it suggests they may not be genuinely interested in the roleor that they would face challenges if hired. This issue often arises when candidates rush to submit as many applications as possible in a short time. While applying broadly can be beneficial, a scattershot approach is rarely effective. A better strategy is to focus on a handful of well-matched opportunities and take the time to read and respond to each job posting carefully. By tailoring your résumé and cover letter to the role and ensuring you follow every instruction, you’ll significantly improve your chances of moving forward in the hiring process. Instead of prioritizing quantity, aim for quality by choosing roles that are the best fit and submitting thoughtful, well-prepared applications. Archie Payne, Cofounder & President, CalTek Staffing Replace Buzzwords with Concrete Achievements Another warning sign in job applications is an over-reliance on buzzwords without quantifiable results to back them up. Résumés filled with generic phrases fail to instill confidence in a candidate’s abilities and can even sound like they’re copy-pasted or AI-generated. Even if the listed skills are relevant, vague and overused terms do little to differentiate the applicant or demonstrate their true expertise. When I see a résumé or cover letter overloaded with buzzwords but lacking meaningful content, I question both the candidate’s qualifications and their genuine interest in the role. As a result, I’m unlikely to move them forward in the hiring process. For example, phrases like “results-driven professional” or “hardworking team player” may sound positive, but without supporting evidence, they are meaningless. Instead of stating that you’re results-driven, demonstrate itprovide quantifiable, data-backed achievements from past roles. A statement like “Increased sales by 30% in six months by implementing a new client outreach strategy” is far more impactful than simply calling yourself results-driven. By replacing vague language with concrete accomplishments, candidates can make a stronger impression and significantly improve their chances of moving forward in the hiring process. Matt Erhard, Managing Partner, Summit Search Group Use a Customized Résumé One of the most common mistakes I see is when candidates fail to tailor their résumé to the specific job they’re applying for. When a résumé is too generic and doesn’t highlight the skills and experiences most relevant to the role, it makes it difficult for recruiters to see the candidate as a strong fit. For example, if a candidate is applying for a software engineering position but their résumé primarily focuses on general IT support skills, without any mention of relevant programming languages or technical achievements, it’s a missed opportunity. They need to align their résumé with the job description, highlighting specific skills and accomplishments that demonstrate their expertise in the areas that matter most to the employer. To avoid this mistake, candidates should carefully read the job description and adjust their résumé to match the keywords, required skills, and experiences listed. Instead of sending out a one-size-fits-all résumé, personalize itto each role to show recruiters that you’ve taken the time to understand the position and how your background aligns with the company’s needs. This small effort can make a big difference in how your application is received. Mary Southern, Founder at Resume Assassin, Resume Assassin Avoid Instability Perhaps the number-one red flag we look for is the lack of stability within organizations. Candidates can avoid this by taking the time to research the companies they are joining and making the best choices when switching jobs, rather than simply following easy money. If candidates do not have strong longevity in their work history, I would advise them to structure their résumé to showcase the experiences and successes they have had and minimize the appearance of frequent job changes. Another problem that has been emerging recently is candidates using AI or ChatGPT to write their résumés without proofreading them on their own. Please, please, read your own résumé before you submit it and do not rely solely on technology to write it for you. Ashleigh Bechtel, President, Bex Partners Show Your Motivation for the Role A candidate who cannot clearly articulate why they want the role or what draws them to the company is sending up another red flag. This often shows up in interviews, but it begins in the application itself. A lack of clarity around motivation suggests the candidate is casting a wide net without much thought, which raises concerns about long-term fit and engagement. I recall a hiring manager sharing an example about a candidate with a strong technical background who applied for a leadership role at a mission-driven health tech company. When asked why they were interested, their response focused entirely on compensation and titlenot once mentioning the product, the team, or the impact of the work. It was a missed opportunity to connect with the company’s purpose and values. This kind of response immediately makes decision-makers question alignment. Skills may get you in the door, but motivationreal, specific interest in the role and the companyis what sustains success and growth in the long run. Candidates who take the time to research, reflect, and connect their goals to the organization’s mission are the ones who stand out. Not because they know the “right answer,” but because they’ve done the work to find a meaningful fit. Anna Radulovski, Founder & CEO, WomenTech Network Demonstrate Career Progression I have recruiting experience in 10 countries, and what I want to say is that one major red flag I consistently notice is inconsistent career progressionwhen a candidate’s experience jumps across unrelated fields without a clear connection. I have seen various examples: a career path that moves from photographer to Test Engineer, while also including marketing courses and an extra interest in medicine, raises questions about the candidate’s professional focus and long-term goals. My personal advice to candidates is to ensure that your career path has a logical flow. If you have career shifts, explain how this experience adds value to your current expertise. Liliia Yankovska, Global recruiter, ALLSTARSIT Be Truthful About Your Employment History One way this issue comes up is through discrepancies between an applicant’s application and their social media presence. I recently worked with a client who had a candidate who claimed on their CV that they had held three jobs over the last six years. However, a search of their Posts timeline on LinkedIn revealed two additional short-term roles. Upon further investigation, these turned out to be failed probation periods and unsuccessful positions that had not been disclosed. The hirer considered this omission to be misleading, as it gave an inaccurate representation of the candidate’s employment history. Such discrepancies are significant danger signs for employers. Always be truthful on job applications, even if it makes you look bad. When companies discover the truth, they will not look kindly upon it. Matt Collingwood, Founder and Managing Director, VIQU IT Recruitment Explain CV Gaps While career breaks are common and often justifiable, failing to provide a clear explanation can raise concerns about reliability or commitment. For example, a six-month gap without context might lead recruiters to question whether the candidate left a role under difficult circumstances or struggled to secure new employment. To avoid this mistake, candidates should proactively address any gaps in their cover letter or during the interview, highlighting constructive reasons such as personal development, caregiving responsibilities, or pursuing further education. Being transparent and framing the gap positively can help reassure recruiters and demonstrate self-awareness and professionalism. Sam Bradshaw, Head of People, Astute People Balance “I” and “We” Statements When a candidate uses too many “I” statements and not enough “we” in their résumé or interview, it raises a red flag about their ability to work in a team. Most jobs require collaboration, and if someone only talks about what they did without mentioning teamwork, it can make them seem self-centered or difficult to work with. Recruiters want to see that you can contribute to a team, not just that you want to take all the credit. For example, I once interviewed a candidate for a product management role who kept saying, “I built this feature,” “I launched this product,” and “I made this decision.” But when I asked about their team, they struggled to explain how they worked with engineers, designers, or marketers. This made me question whether they were really a team player or just exaggerating their contributions. A better way to frame achievements is to balance “I” and “we.” Instead of saying, “I built a new dashboard,” say, “I collaborated with engineers to design and launch a new dashboard that improved user engagement.” This still highlights your role but also shows teamwork. Recruiters love candidates who acknowledge their team’s efforts while still showcasing their own impact. Kevin Liu, VP of Products, Octoparse
Category:
E-Commerce
Whether its political leaders like Donald Trump expressing concern about immigration, or individuals forced to leave their homes due to conflict, the movement of people across bordersand where they end upis a highly debated global issue. Its also an area plagued by a lack of high-quality data. But a new solution may be on the horizon, offering near-real-time data sourced from Facebook. Researchers from Meta, the parent company of the social media platform, used anonymized data from more than 3 billion Facebook users to track and estimate global migration patterns. Their study, published in Cornell Universitys preprint server arXiv, monitors changes in users predicted home locations, covering 181 countries with monthly data from January 2019 to December 2022. It identifies genuine moves to another countrydefined as living abroad for 12 months or more, according to United Nations standardsby analyzing location signals such as IP addresses, self-reported hometowns, and activity patterns. In 2022, the system estimated that 39.1 million people migrated to a new country, representing about 0.63% of the studys population. The United States recorded the largest net inflow of migrantsnearly 3.3 million peoplewhile Ukraine saw the greatest outflow, with 2.34 million leaving after Russias full-scale invasion in February 2022. The data revealed the rapid and vast scale of such movements: Migration from Ukraine increased tenfold after the war began, according to Facebook data. Traditional destination countries like the U.S., UAE, and Saudi Arabia led the inflow rankings, while India, Ukraine, and Pakistan topped the outflow list. But Ukraine wasnt the only example of migration following major events. After Myanmars 2021 military coup, the model tracked a fivefold increase in migration to Singapore. Likewise, emigration from Hong Kong to the U.K. surged fifteenfold after the 2020 passage of a controversial national security law critics saw as ushering in a Chinese-style surveillance state. To account for potential biases in the dataset, researchers implemented a correction. A single worldwide offset, which is calculated based on administrative migration data from New Zealand, is added to control the degree to which the bias of migrants on Facebook varies with GDP/capita, Guanghua Chi, a research scientist at Meta, writes in an email to Fast Company. This method allows us to account for the fact that in poorer countries, wealthier individuals are more likely to both use Facebook and also more likely to migrate. The results closely aligned with established migration datasets, but were produced much more quickly. We benchmarked our estimates against administrative datasets drawn from statistical offices of different countries and found a very high level of accuracy, Chi writes. For example, the correlation between our estimates and those produced by the New Zealand Statistical Office is 0.98. Chi hopes this level of accuracy will make the data a tool for future policymaking. We find that our estimates are aligned with administrative figures where they are available, he writes. In the [three in four] countries where these estimates are not available, we hope that these estimates can inform evidence-based policies and programs that benefit diverse communities and the governments that support them.
Category:
E-Commerce
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