Thomson report

Walmart saw the writing on the wall as many of the major retailers started their own lines of “cheap chic” clothing and were making inroads into the apparel sales marketplace. A number of years ago Walmart had introduced “George” fashions from England to boost apparel sales and it wasn’t working as they wanted it to. So, those that decide these things said we have to change our direction because the competition is getting stronger and we’re not. More designs, more fashionable colours might just be answer and now you see new TV commercials to promote the line, new models and a new fashionable look to their new designs and they are still offered at reasonable prices. The “George” line is a big seller in their British stores. The company has imported more ideas from Britain to shake up its image here.

The commitment to bring affordable fashion to Canada is also being embraced by a new group of staff: Walmart has brought all of its George-brand fashion design in-house and has doubled the number of associates dedicated to product development. The retailer plans to grow its apparel business by continuing to invest in and expand the George brand, now integrating business pieces into its casual foundation. The result is a line of clothes and accessories that have undergone a complete makeover and that showcases a redesigned look that's in step with current fashion trends.

The “Joe Fresh Style” line of clothing at Superstore has been remarkably successful and Galen Weston Jr. who made the decision to go for it with the product to appeal to today’s shopper has a winner on his hands with close to a billion dollars in sales. Joe Fresh, the brainchild of Joseph Mimran, co-founder of Club Monaco, had already become Canada’s second-largest clothing label, according to market research.

It’s not that Joe Fresh Style is feeling wilted in among the lettuce. But in mid October, the clothing brand now found exclusively in Real Canadian Superstores, will open its first freestanding store in the heart of Vancouver’s downtown. Call it a fresh start.

Right across the street from Holt Renfrew’s flagship store, and just north on Granville from H&M, the Joe Fresh brand, known for its low price point and all-inclusive selection, will open its own flagship in 14,000 square feet of prime retail space. There won’t be grocery carts at the entrance.

Instead, it will have all of the brand’s most stylish adult items, some of which make it into only select grocery stores. Kids’ clothes will come later.

Both Sears and Zellers have changed, have overhauled or relaunched their own store brands.

Mark’s Clothes that work have been very strong in sales with their exclusive merchandise.