Bus Fumes

This couldn't happen to a more deserving bunch of guys.
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The Instapundit and Professor Bainbridge have both opined on why Wal-Mart had such a dismal turnout for the day after Thanksgiving sales. I think they both miss an important point -- Wal-Mart's only real "brand" recognition is for those stupid smiley face guys knocking down prices.

Kmart, though not one of my faves, either, has done a much better job of promoting recognizable brands such as Jacqueline Smith and Martha Stewart. While these brands are certainly not as well-made as something you'd find at Bluefly, for example, they do deliver contemporary styles at reasonable prices.

Wal-Mart, on the other hand, carries cheapo brands in boring colors and styles -- fine if you just want a plain old pair of khakis or blue jeans -- but terrible if you want to inject a little style into your wardrobe or your housewares.

Speaking of style, Target has, quite simply, taken the concepts of "brand" and "style" and run like crazy with them. Their television ads are works of art, showcasing products instead of prices. You know they're going to be inexpensive, but that's not the point. The point is they want you to see that their products and brands are fun, fresh, hip, colorful -- and all shown off to advantage. Their website boasts eight different well-known designers whose designs run the gamut from apparel to linens to appliances.

So where would most people choose to shop? At a store where the only thing you know for sure you'll find is an obnoxious smiley, or at a store where everything begs to be touched, worn, coordinated and accessorized... for around the same price as the boring stuff you'd get at the smiley store?

Wal-Mart is fizzling because it's brand ain't sizzling. And that's the bottom line.

Update: Like I said, Target has much sexier merchandise than either Kmart or Wal-Mart.
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