Wednesday, May 30, 2007

Wal-Mart's hillbilly image

I realize that when Wake Up Wal-Mart bashes the evil empire of retailing, it's not because they are all Mom and apple pie, it's because they are funded by unions. And even though they often bring up good issues, it's because the unions can't get in Wal-Mart, not out of the goodness of their hearts.

So I find it especially amusing when Wal-Mart's own ad agency lays it on the line and tells Wal-Mart that its own image is its worse enemy, that Wal-Mart stands for value and not values, and it is still weighed down by its hillbilly image.

While Target hasn't even come close to over-taking the behemoth, it is gaining market share and it is financially outperforming Wal-Mart in sales growth and stock performance.

Remember when Wal-Mart used to be all about selling American goods? Well, most people don't, now they just associate Wal-Mart with cheap. Cheap is good for plastic hangers and baked beans. It's not for high-end electronics and some other categories.

Of course, knowing Wal-Mart they'll ignore this report, I mean stay the course.

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Blogger CeltiaSkye said...

Maybe I'm just shopping at the wrong stores but in my opinion the stuff at Target is even cheaper and crappier than Wal-Mart. We got a Target gift card as a wedding gift and I still haven't used it because I can't find anything worth buying, even with someone else's money.

7:04 PM  

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