The business stories that matter, by Fortune's Colin Barr
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January 30, 2008, 7:50 am

Wal-Mart sheds apparel ambitions

Wal-Mart (WMT) is getting back to basics in its $30 billion clothing business. The nation’s biggest retailer is planning a shakeup of its apparel unit and the firing of “a significant number of workers” at its Bentonville, Ark., headquarters, The New York Times reports. Wal-Mart will move some 30 merchandising jobs to New York as it seeks to narrow its focus on basic clothes its customer base wants. Wal-Mart has tried in recent years to pull in more upscale consumers by offering more stylish clothing, but that effort met with limited success. The company’s Metro7 jeans, for instance, sold well in some urban stores but were rejected by Wal-Mart shoppers in most of the country. Now, the executive who led the upscale clothing push is gone, and Wal-Mart is looking to sell more brightly colored T-shirts, the Times reports. The new direction, as simple as it seems, certainly sounds like a better fit.

Lori, to know the “usual” Wal-Mart shopper, you have to be there on a regular basis.

Giving the little Rug Rats a good spank is not a bad thing. At least they learn right from wrong. Am more afraid of the “Target Mom” type that just want to talk with little Johnny.

Wal-Mart knows its client base. Serve them!

Posted By Man Fraid, Manassas, VA : January 30, 2008 4:22 pm

To Bob, St Louis:
Lori may sound “snobbish, prejudiced” and came across poorly in what she said but it is, unfortunately, true. Blazingly loud commercials spewing
sound pollution overhead, dirty children and a culture of “cheaper is better” poorly made product is the current Wal-Mart way.
When was the last time you saw a “__ many American jobs saved” sign? Back in Sam’s day, the emphasis was on value and he tried to support small and local businesses (although I still felt then, as now, that Wal-Mart is simply too large and powerful)

There are both people in my family and people with whom I work who live VERY frugally and are of limited means, but they have manners, do NOT have filthy children, and also refuse to shop at Wal-mart unless it is a matter of last resort. Better products at similar prices in a more clean and welcoming environment can be found at Target.
Perhaps it is the Florida Wal-Marts, perhaps you live in a shinier, happier world in Missouri.

Bob, look at Charlie’s comment”…the nicer, stylish clothing line by Wal-Mart was not profitable” People do not go to WalMart for style or value, they go for CHEAP

Posted By Stephanie, Cocoa, Fl : January 30, 2008 4:16 pm

In answer to Lori of Florida. Sorry, the lower income folks have no monopoly on poorly behaved kids and ill manners, poor appearance, etc. Having just retired from a busy State office, I must say I would really rather have provided services to the people you describe than someone such as yourself who has such a low, snobbish opinion of people less fortunate.

What a snobbish, prejudiced, unfair view of shoppers at Wal-Mart. Wal-Mart draws people from all walks of life. You included.

Posted By Bob, St. Louis, MO : January 30, 2008 10:04 am

I am a WalMart stockholder and shop there for groceries. I check out the clothing from time to time, and their “George” line for women is fairly attractive and decently made. They are carrying a wider range of sizes now including 4 and 6, so for the first time I might be able to buy something there if I so desired.. Their Danskin line of exercise clothes is fairly nice, too. I agree that they should stick to what the bulk of their customers want, and this seems to be plus sizes and basic, classic clothing to appeal to a wide cross section of shoppers.

Posted By Nancy Newark Delaware : January 30, 2008 9:49 am

Lori, I think you missed a point in the article. The nicer, stylish clothing line by Wal-Mart was not profitable.

Posted By Charlie, NY : January 30, 2008 9:36 am

Quote: ” I have been buying Wrangler jeans for a long time and the ones that I buy from Wal mart don’t seam to last as long as the ones that I buy at other stores”. The reason you see a difference is that Wal-Mart often has brands create lines specifically for them at a price point dictated by Wal-Mart. This forces the vendor to create lower quality product to meet the price point dictated by Wal-Mart.

Posted By Andrew Chicago IL : January 30, 2008 9:27 am

I don’t buy any clothing from wal mart any more even if I get a discount because my wife is an associate. The quality of the clothing is not as good as what I get at Sears. Every spring I go to Sears to buy pocket T- shirts for work. Wal Mart sales the same type of shirts at a lower price but they only last a week or two before they shrink up or get holes in the front from my tool belt that I wear for work. I fill like this is the way all the clothing is at Wal mart.
In my opinion Wal Mart could spend a little more for better material and workmanship on all the clothing. I would be willing to pay a little bit more at wal mart then drive all the way to the Mall to shop at Sears. I have been buying Wrangler jeans for a long time and the ones that I buy from Wal mart don’t seam to last as long as the ones that I buy at other stores. I fell like Wal Mart cuts too many corners to be a lot cheaper then the competition. We don’t need Wal mart to sale $100 jeans or $50 t-shirts we just need a good $20 par of jeans and a good $10 t-shirt.

Posted By David Vann Bentonville, AR : January 30, 2008 9:03 am

“Sell more brightly colored T-Shirts”? Am I the only one who finds this comment a tad bit offensive? I am not a Wal-Mart shopper and I must admit, alot of it has to do with the overall low quality of both the merchandise & the shoppers themselves.Although the income level of most Wal-Mart shoppers is low, it is not fair to imply that these shoppers have no taste in clothing and take no pride in how they present themselves to the world.

“More brightly colored T-shirts” seems to imply that Wal-Mart is frequented by low class poor dressing people. Not everyone who has a lower income level dresses in neon t-shirts & stretch pants. For some, the low quality & low prices of Wal-Mart make them feel in style & give them the option of having alot of clothing instead of just one designer piece.

The problem that I have come across with the “usual” Wal-Mart shopper is not how they dress, but how they present themselves in other aspects. The “usual” Wal-Mart shopper has a large number of poorly behaved children, who are left to roam the store on their own as “Mommy” looks at shoes with lights in the heels that were made in China. These same mothers then proceed to beat these misbehaving kids in the middle of the aisle after little Mary knocked over a display of Clappers.

So to sum up my commentary, I say let the low class people have the ability to look nice for less, so when they get arrested for child abuse they can look good in their mugshot.

Posted By Lori, Tampa Florida : January 30, 2008 8:50 am

Wal-Mart had upscale clothing? Wow, that’s news to me.

Posted By Chris, Deployed, Overseas. : January 30, 2008 8:40 am
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Colin Barr covers business and finance for Fortune.com. Previously he was an editor at TheStreet.com and author of the weekly Five Dumbest Things on Wall Street column, and an editor at Dow Jones Newswires.
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