WAL-MART VS. TARGET
It’s time for some back-to-school shopping. What better time to take a look at the Brand Visions of two of America’s top retailers—Wal-mart and Target.
While both stores fall under the category of discount retailers, the experiences they provide their customers have very little in common.
Wal-mart is all about low prices, no bones about it. Their stores are huge. Their product lines broad. Their prices low (at least that’s the consumer’s perception). Ask people why they shop at Wal-Mart and they’ll say, “I want (name of product) cheap!”
Target, on the other hand, offers “fine design for everyone.” Mixed in among the discount housewares and budget DVDs are affordable designer lines that offer discount shoppers the opportunity to be fashion forward. Maybe their blenders are 10% more than Wal-Mart’s, but they’re Michael Graves, for crying out loud.
The result? While more and more shoppers are embarrassed to admit to shopping at Wal-Mart, many carry their “Tar-jay” shopping bags as a badge of honor. Target has successfully liberated fashion consciousness from extravagance. In the minds of its shoppers, it’s now possible to be a smart shopper and a stylish one at the same time.
Wal-Mart, by holding firm on the “low-price” position, is also experiencing the collateral damage from its low-price proposition. Unfavorable press regarding its strong-arm tactics with suppliers, its exploitation of off-shore workers and its lack of conscience regarding its own employees, all factors which contribute to keeping their prices low, has become almost routine. Target, on the other hand, hasn’t had to endure this type of scrutiny (although I’m not sure I want to know where those Isaac Mizrahi pumps are from).
Posted by Mickey
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