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Wal-Mart Tries on Cheap Chic
內容大綱
Wal-Mart is at a crossroads. Its positioning as the world's largest, low-price retail leader is being undermined by higher operating costs and slower sales growth. The solution, according to President and CEO Lee Scott, is to get middle-class consumers who shop the store selectively for grocery and personal care items "to cross the aisle" for higher-margin fashion goods. But Wal-Mart's attempts at entering Cheap Chic-the fashion category dominated by competitors such as Target and H&M-have been undermined by strategic decision focused on operational efficiencies and a lack of understanding of branding nuances.