USA: Wal-Mart Fashion Brand Targets Girls
Wal-Mart is making another move on young female customers with its recent soft launch of the Mary-Kate and Ashley Olsen fashion line.
The Mary-Kate and Ashley fashion line, an exclusive to Wal-Mart, is targeted to young girls and 'tweens ages six to 14 for spring, summer and fall 2001, said Wal-Mart spokeswoman Colette Gray. It is the company's second move within the past couple of years to entice the younger female customer. In 1999, the Sasson label, which had been heavily skewed toward juniors, came into the Wal-Mart portfolio - even though Wal-Mart has yet to announce or launch any efforts with the brand.
The company has designed the Olsen line as a fashion-forward offering for girls. Relative to other Wal-Mart brands, Mary-Kate and Ashley will take a little more risk in its styling, although all decisions will keep the tastes of the key, conservative Wal-Mart customer in mind.
The Mary-Kate and Ashley brand isn't simply a celebrity label, Wal-Mart insisted. Dualstar Consumer Products, the brand's merchandise-licensing arm, developed the label with licensing agency The Beanstalk Group. Together, they have placed an emphasis on brand building rather than fan identification. Garner added that Wal-Mart wasn't even counting on the direct support of the Olsen twins in the brand's marketing program.
Wal-Mart's move demonstrates that retailers and vendors recognize how fashion is driving girls' looks rather than character. Disney unveiled a Back-to-School line last winter with character identification so subtle it was simply a design element.
Other character licensers, from Nickelodeon to Warner Bros, have been putting style first and character later. Barbie's licensors are relegating the character factor even further, declaring it is a fashion brand rather than an extension of the doll business.
Wal-Mart Canada is taking a wait-and-see position with the line, according to Andrew Pelletier, a spokesman. "We always look at the United States and what it is doing. We'll look at this, but we have no rollout in the works at this point."
Companies: Wal-Mart Stores Inc
Wal-Mart is famous for its everyday low prices. The world's largest company continues to dramatically transform the retail landscape by exploring new growth avenues, selling new categories of merchand...
For the past 20 years Wal-Mart has redefined the way most retailers and manufacturers across channels and categories have done business. Every apparel company has been affected thanks to the retail gi...
Will the US and EU impose limits on Chinese apparel exports, or won't they? And does it matter that much anyway? asks Mike Flanagan...
Textiles and clothing make up Thailand's largest manufacturing industry, with more than 4,500 factories employing over one million people. The sector accounts for approximately 20 per cent of total em...
The world's top retailer, Wal-Mart, has been landed with a lawsuit for allegedly ignoring sweatshop conditions at clothing and toy factories....
Retail giant Wal-Mart Stores Inc has posted a 10.2 per cent second-quarter net sales rise, boosted by strong demand for garment lines such as swimsuits and tank tops....
The world's top retailer, Wal-Mart Stores Inc, has reported a provisional sales increase of approximately 4.5 per cent in June, with better weather encouraging sales of seasonal apparel....
Top global retailer Wal-Mart will soon start work on a CNY100 million footwear logistics centre in the Fujian province of China....
- Traditional financing is a misfit for fast fashion
- Why do modern robotics elude sportswear makers?
- Trump trade policy – Who knows what he'll do?
- Planning is key to an effective inventory strategy
- How would end of NAFTA affect US apparel industry?
- US Q3 in brief - G-III Apparel, Express
- Bagir exports first trousers for H&M from Ethiopia
- Film documents Cambodia garment workers' stories
- Esquel efficiency drive continues to boost brands
- Pakistan suspends India cotton imports
- Outdoor performance apparel 2016: A broader perspective
- Global market review of lingerie – forecasts to 2022
- Global apparel markets: product developments and innovations, October 2016
- Footwear Top 5 Emerging Markets Industry Guide_2016
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack