In the early 1950s, costs and strategy forced General Mills to redirect the Wheaties brand into a focus on children, alongside such noted brands as Cheerios, which had great success in this market.

Online retail executives say that by manufacturing their own goods and selling them alongside well-known brands, they can hasten the slow march toward profits.

He argues that customers going into a store displaying Quba Sails jackets on a rail alongside other brands might not appreciate its distinctive appeal.

'But today Hilton rates alongside major international brands, like BMW or Coca Cola, which is major positioning in marketing terms.'

If you look at Chevignon's Trading Post in Paris, you've got the authentic American workwear selling alongside established brands like Replay and Diesel.

By the 1950s Goldpfeil had achieved the status worldwide of being among the world's elite leather goods producers, alongside brands such as Louis Vuitton and Chanel.

Local designers showed alongside small imported brands from Britain, such as Arkadius, and Heatherette from New York.

Dr Pepper was subsequently sold in 1.25-litre plastic bottles alongside other major brands until 2003.

Alongside other brands like LA Clique, she has been a frequent tastemaker and iKON for Karmaloop and it's sister company PLNDR.

Clothes by young Czech designers sit alongside brands from Spain, France, and the UK and US.