Wal-Mart changes strategy to boost Canadian clothing sales

September 03, 2010 (Canada)

Wal-Mart Canada, after delivering an uninspiring performance for years together, now expects to boost its clothing sales by concentrating on George, its most admired in-house brand.

According to the worlds biggest retailer, it is withdrawing most of its other in-house clothing brands like B.U.M. Equipment, 725 and Penmans. But that, it would hang on to Athletic works, it’s individually branded workout gear.

As divulged by the company officials, the new strategy would be to present designs in more stylish colours, which in turn would help enhance sales.

Lesya McQueen, Senior Vice-President – Apparel, Wal-Mart said that, currently they stand second in Canada’s apparel and footwear market, and obviously are now eyeing the first position.

However, she did not reveal as to what proportion of Wal-Mart’s clothing sales in the previous year were its private brands. But, she did say that, George hardly constituted 20-25 percent of the private label category.

The new clothing line would be more fashionable and of superior quality than the earlier editions, and would comprise some fashionable products, like skinny jeans, tunic tops and “jeggings,” which are a mixture of leggings and jeans, she said.

The retailer has owned George since 2004, when Wal-Mart Stores Ltd. acquired George’s parent company Asda, a leading food retailer in the U.K.

SOURCE: Fibre2fashion News Desk – India

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