Wal-Mart’s Urban Male Initiative
By George Anderson
In its continuing bid to be cool, Wal-Mart has announced the launch of the new Exsto line of clothing targeted to young urban males or others who simply want to dress like them.
The new line, which will initially be carried in 300 of the retailer’s U.S. stores, “mirrors the design and quality of urban brands offered in department stores,” but at the lower prices expected from Wal-Mart,” according to Andy Barron, merchandiser of general apparel for the chain.
The Exsto introduction comes as a follow up to Wal-Mart’s launch of the Metro 7 line for young women last September.
Wal-Mart, reports the Financial Times, has hired G-III Apparel to produce the Exsto line. The supplier also produces clothing for brands including Calvin Klein, Guess, Tommy Hilfiger, Sean John and others.
Moderator’s Comment: Has Wal-Mart found the right formula for moving past its fashion-backward reputation to one where the retailer is given serious
consideration as a place to buy hip clothing? Who has the most to lose if Wal-Mart is successful in remaking its fashion image? –
George Anderson – Moderator