If you haven't heard by now, hip hop mogul Russell Simmons is launching a new clothing line called American Classics that will be exclusively sold at Wal-Mart.The new line appears mainstream, even preppy, with plaid shorts, button-down shirts, zip cargo pants and a cable sweater vest. The prices range from a $9 T-shirt to a $29 hooded jacket.
Some may ask why Russell Simmons would do this. This is the same guy behind Phat Farm and Argyle Culture - both of which are popular and doing hundreds of millions of dollars in annual revenue. So, why does he feel that he has to resort to a Wal-Mart line of clothing?
The answer is simple. Wal-Mart is the biggest discount retailer in the world, and has the ability to move products of any nature. In addition, not everyone can afford the expensive clothing sold by Phat Farm and other competitors such as Sean Jean and Rocawear. This gives lower-income hip hop fans an opportunity to look stylish and be confident about their appearance.
Wal-Mart benefits because this strengthens their renewed push into urban markets, including their scouting of several potential new sites in or near Black neighborhoods.
Great power move by Russell. He knows what he's doing.
ReplyDeleteGreat post Dante. It's about volume.
ReplyDeleteA good time to start a new line of clothing which addresses consumers dealing with new situations in their finances.
ReplyDelete"Lorenzo"