Four years after launching the first of several designer labels, Wal-Mart has yet to convert many of its socks-and-denim shoppers into fans of its more fashionable -- and more profitable -- apparel offerings.
Is there any way Wal-Mart should be known for its fashion? I think not. This “image” issue has been addressed in the media before, and it failed to change the situation.
The aforementioned argument is about whether the pair of $14 Wal-Mart black stretch jeans, owned by someone I know, bought at a giant Super Wal-Mart in rural Colorado are a better value than my new $148 Seven For All Mankind Colettes. Value is subjective yes, but on principle, no, no they are not.
Until Wal-Mart hires Karl Lagerfeld as CMO and starts selling something that fits or looks better than a muu'muu, it is no fashion powerhouse. And trying to convey that is useless. Give it up, Wal-Mart, stick to what you know: selling your gardening tools and boxes of Goldfish crackers.