The Fair Store the store would be completed on that site in 1897. The Fair Store promoted itself as a Discount Department Store in the early 1900s. In 1915, a booklet published by the store stated "The Fair Store is still, as it always has been and undoubtedly always will be, the store of the people, the down-town shopping center for the Savers, the market place for the Thrifty." In 1925 the business was sold to a syndicate headed by S.S. Kresge (predecessor firm of Kmart). Under its management, branches were opened on Milwaukee Avenue (1929), in Oak Park, Illinois (1929), at the
Store brand Choice store brand equivalents of Dr Pepper and Mountain Dew, respectively.) Research has found that some retailers believe that, while advertising by premium national brands brings shoppers to the store, the retailer typically makes more profit by selling the shopper a store brand. This assumption has led to a spurt in the academic and trade literature on the subject of positioning the store brand as compared with the national brand. The Fashion Institute of Technology publishes research on store branding and store positioning. In most cases, while store brands are usually cheaper than national (or even regional) brands, they remain