What Image is Wal-mart Trying to Sell?

Wal-Mart is now world known for their low prices and convenience. A recent conversation with a friend highlighted the convenience of being able to purchase everything she needed in one spot. The retaliation on the other end stated that you can purchase everything you don't need in one spot.

Recently, Wal-Mart has upped their merchandise including flat-panel televisions and trendy apparel, all to lure wealthier shoppers into spending even more. Apparently, the marketing idea didn't work and Wal-Mart's sales did not increase over the month of October. The lack of basic fashion apparel and the overstock of trendy apparel seemed to hurt more than help the Wal-Mart Corporation.

The remodeling projects taking place at hundreds of U.S. Wal-Marts also hindered sales, however, sales jumped back up to normal once the projects were complete.

Another article posted on CNN Money by Parija Kavilanz noted that Wal-Mart may have more or less "shot themselves in the foot" by straying from their well-worked strategy of selling cheap goods. Wal-Mart is much better known for their low prices than the quality of their merchandise and perhaps it would be best to keep it that way. It seems that the wealthier audience they were attempting to attract apparently prefers to continue buying clothes at the expensive stores such as Express, Ann Taylor, and other designer labels.

Another reason for the lack of sales at Wal-Mart in the apparel section is most likely due to On-line shopping. Designer clothes can not only be found more quickly on-line, they are also often at a fraction of the price, and rather than search in places like Wal-mart, consumers choose to shop online.

Wal-mart will continue to offer low prices, of course, however the goal of increasing the line of trendy apparel was to lure in wealthier shoppers. It seems however, that the wealthier shoppers are most likely unattracted to Wal-mart apparel because of what the store stands for. While the clothes are trendy, most of the wealthy shoppers are more interested in the other deals such as food and automotive parts, as well as hardware and electronics.

In order for clothing sales to increase, it may be better for Wal-mart to increase the assortment of trendy apparel little by little. By starting in the juniors and children's section and working its way up to the adult section, more consumers will notice and begin purchasing the clothing at an increasing rate.

The CEO of Wal-mart admitted that the offering of fancier, higher priced clothing has only hurt the store, and consumers who regularly purchased Wal-mart apparel have even begun looking elsewhere.

On a more personal note, after shopping with a friend last week, we were both shocked to note that the sale prices on Wal-Mart clothing were more expensive than Designer clothing we had previously looked at. We left the store disappointed and wondering how the "King of sales" would really profit from such high priced apparel.

Apparently the sale of Metro 7 (the fancier, trendier, and higher priced clothing) was initially profitable. The clothing line filled 600 stores and sales were great, however, shortly after the initial takeoff, Metro 7 became unpopular in several markets. While the idea was good initially, it was over expanded and consumers could not keep up with the stores increased line of apparel. The CEO also stated, "WE overloaded the fashion part. We need to remember who we are."

Who they are is America's source for inexpensive items. Most do not anticipate going into Wal-mart with the same attitude they may have upon entering Macy's or Marshall Field's. The typical attitude is to get in, get what you need, and get going for Wal-Mart shoppers.

It is important for Wal-Mart to offer fashion; however, it needs to not be their main focus. Apparently Wal-mart is under pressure to fight against stores like Target, Costco, and J.C. Penney, which was the reason for the increased clothing and apparel marketing and production. However, the plan was over done which accounts for the low sales.

It seems that Wal-Mart was following Target's approach and go for a more cooler appeal, however, that is just not the essence of Wal-Mart. Target is known for being slightly trendier, and many consumers that are willing to pay a bit more than Wal-Mart's typical prices end up in target anyway.

By sticking to the basics, Wal-Mart will most likely return to their previous success. In fact, Wal-Mart has always done well with selling basic apparel. Instead of increasing the value of their clothing line, Wal-Mart will most likely push for increases in other products, such as food, beverages, and household products.

Not to worry, the hurt in sales will not necessarily affect consumers, they will just most likely see less trendy clothing, and more trendy food in the months to come.