Wal-Mart Launches New Womenswear Brand - Metro7

Wal-Mart, the largest discount retailer in the United States, recently launched Metro7, a brand new clothing brand aimed at urban life and “fashionable” female customers. For Wal-Mart, Metro7 represented not only Wal-Mart's efforts to enhance its image of low-cost women's clothing because its previous apparel was mainly targeted at low-income and rural customers. After Wal-Mart's commitment to 'everyday parity' is a creed that emphasizes multi-year values, the launch of the brand heralds a new retail strategy: asking customers what they want.

Introducing new clothing brands exclusively for women

Karen Starkey, who is responsible for clothing product development at Wal-Mart, says the new Metro7 brand is based on a survey of 6,000 existing customers. These surveys are part of a research project that began in early 2004. This is still a debut for Wal-Mart.

Stuckey said that the survey results showed that a large number of customers hope that Wal-Mart can provide more choices, they are 'eager to be more modern fashion style ...', and we did not provide before.

Today, Metro7 will appear prominently in about 500 major cities, Wal-Mart, and will also appear on the company's website. The series will be updated once a month to keep up with changing styles.

For Wal-Mart, Metro7's approach is obviously against its tradition. In the past, Wal-Mart passed customer research to suppliers, tried new products in stores, and ordered more products to sell. But with Wal-Mart's arrival in the United States at a time of rapid growth, it began to realize the importance and urgency of trying to make existing stores generate higher profits.

Metro7 will actively promote with the new 'Categocentric' strategy, and more advertisements will be published in the November issue of 'Fashion' magazine. There are also other special events. This contrasts with the poor handling of the George clothing brand. Wal-Mart bought the brand's owner Asda in 1999 and then piled clothes directly on the shelves in the United States without any publicity.