Thursday, April 26, 2007
A little over a year ago Wal-Mart proclaimed that they were going to start offering designer apparel. They felt their ability to bring low prices to almost anything would make them an obvious hit with men and women looking for deeply discounted designer apparel.
So tell me what your thoughts are when I say, "Designer apparel now available at Wal-Mart."
When I first heard this I was shocked. As big and smart as Wal-Mart is they forgot a key element in brand positioning. People who buy designer apparel are looking for the cache the brand brings. As soon as a particular brand is offered at a discount distributor, it loses its cache. Cache is the reason people buy things that are 'designer.'
Wal-Mart should have known better as they have very smart people working for them. Maybe not enough 'real world' marketers are in high positions giving honest feedback at Wal-Mart. If they did, they would understand that 'upscale' is not part of the brand perception when it comes to Wal-Mart. Wal-Mart simply got arrogant and forgot who they were.
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