Wal-Mart and Target Face Off in Private Label

Jul 22, 2002
Warren Thayer

By Warren Thayer, Associate Publisher/Editorial Director,

Private Label Buyer
and Commentator, RetailWire

Many observers believe Wal-Mart and Target are going head-to-head for the same customers in more and more categories. Both chains have strong (and growing) private label programs they are using as weapons to differentiate themselves. And while Target is seen being more upscale than Wal-Mart (some customers affectionately give the chain a French pronunciation, as in “Tarjay”), both chains seem willing to slide their private labels up or down the socio-economic scale in order to grab more share.

Moderator Comment: Answer one or more of the following

  1. Which does
    a better job in private label, Wal-Mart or Target?

  2. What are the strengths and weaknesses of each retailer’s
    private label program?

  3. What private label categories do you believe Wal-Mart
    and Target will focus on growing?

  4. How far can these chains take private label before
    it affects the brand equity they have established with consumers?

Anderson – Moderator

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