Wal-Mart in Vogue

It has been quite some time since my last posting, but I have been wondering lately about Wal-Mart Stores, Inc., (www.walmart.com) and its recent advertising campaign in the September issue of Vogue. The entire campaign, developed by Austin-based GSD&M, is trying to reposition the retailer away from its lowest price perception with shoppers. Although GSD&M claims the campaign is, "just another dimension," it appears the campaign is a launch of a new definition -- and one that wants to position the brand in a space that Target (www.target.com) successfully owns. This will be a challenge for the largest retailer. Sears -- once the retailing giant -- surely can relate to the effort of trying to redefine an iconic image that is emblazened upon the minds of consumers. Unfortunately, Wal-Mart's initial effort does not create enough differentiation from what consumers associate with Target. As a result, the effort may only fuel more loyality with Target customers that their look and combination of Target merhandise with other higher-end purchases stands above the new Wal-Mart offer. However, Wal-Mart's scale and influence should not be taken lightly. Let's see what shoppers think.