Walmart Canada Repositions George to Regain No. 1 Market Share Slot

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

August 31, 2010

Competitive pressure from Loblaw and Sears is forcing Walmart Canada to revamp George, its five-year-old private label apparel line, with savvier merchandising and a streamlined assortment.

The goal is to regain the number-one market share ranking in the country by giving George a trendier image and simplifying the shopping experience, according to a Wall Street Journal report.

New George fixtures and signage have been installed in 319 stores in Canada. "This really is the largest expansion of private-label apparel, I dare say, in Canadian history," Lesya McQueen, head of apparel at Wal-Mart Canada, told the Wall Street Journal.

Although Walmart Canada’s apparel prices are competitive, research revealed that customers found the clothing departments difficult to shop. "We just had too much stuff –– too many styles, too many colors, too many brands," McQueen said.

The research also revealed that half of Canadian consumers had purchased George clothing and said they would do so again, while Walmart’s other private label brands–– such 725, B.U.M. and Penman's –– were declining. As a result, Walmart Canada decided to focus on George and eliminate the other brands.

Read These Related Articles:

• Walmart's Green Initiatives Challenge Pallet and Packaging Industries
• Aggressive Competition Forces Walmart to Test Even Smaller Formats
• What Went Wrong With Walmart's Great Value Strategy?
• Walmart Takes Over Supplier Deliveries
• Walmart CFO: Stores Replace 400 Grocery Items Previously Cut

Most Read

Guest Columns

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

Linking Your Empowered Customer into Your Store Brand Management Process

The formula for success is for retailers to take a holistic store brands management approach by collaborating with customers to maximize store brands potential.

Source: Austin Clark Group

See All Guest Columns »

Press Releases