The Sandspur

Issue date: 10/23/06 Section: Life & Times

new wal-mart

old wal-mart

Rollins students may soon find themselves becoming more regular customers of Wal-Mart due to a change in uniform. Sadly, the days of the traditional and colorful smocks of Wal-Mart employees will soon be coming to an end according to Wal-Mart executives.

The new uniform is yet undecided, but many suggest it will be casual khakis and plain blue Polo. A Rollins student, Ryan Kreh, says, "[It's a] lame attempt to make Wal-Mart look classier, but it won't really do anything. Target still will be better." According to market analysts, this "preppy" look will make people say, "Wow, Wal-Mart is really the place to be at! It is like the new J'Crew!"

Each Wal-Mart employee will be provided with two polo shirts, sized just for them, and has to provide their own khaki pants. This has already raised complaints from Wal-Mart employees. Since many do not normally wear "crisp" khakis on a regular basis, this will mean that they will have to work extra hours just to be able to afford the pricey new Wal-Mart garments.

One Rollins student, Kanoa, says, "They [Wal-Mart] should provide all clothes and khakis, or compensate with better wages." Wal-Mart has faced scrutiny in the past not only for discriminating due to gender and race, but locking employees in the building after hours to work.

Nevertheless, targeting a new higher echelon of clientele, Wal-Mart is taking a huge business risk. According to Rollins College Professor of International Business Keith Buckley, "Wal Mart is in a small way trying to elevate its image of its stores and employees. However, unless it tackles the more expensive and volatile issues of low wages and poor employee benefits Wal Mart will still be criticized for exploiting its workforce and undermining the local economy."

Wal-Mart has made great changes in the past few years. It used to promote a policy of "Made in the USA" up until it began importing most of its goods from China, due to cheaper costs. In addition, the former Wal-Mart smock used to read, "Our people make the difference." The current smock reads, "How may I help you?" This motto is somewhat deceptive.

Most employees "specialize" in certain departments and are otherwise unable to help customers. However, it places a strong emphasis on serving the customer.

Another Rollins student, Jill, says, "Wal-Mart can't change anything. They're a store for people who can't afford to shop anywhere else."

As we move into the 21st Century, so do our culture and our discount stores. Wal-Mart is simply trying to adapt to changing market patterns. What once worked in 1990 may not be as profitable in 2007. Wal-Mart has always prided itself on its witty and motivated staff, as they call them associates, not just employees.

Consumer America has very bizarre shopping habits. Consumers will often see one good price at a store, and assume that the rest of the stores prices are competitive as well. Wal-Mart uses images and ideas to reel in more customers, and creates many new customers from a wide variety of backgrounds and regions.

As we look to the future, we can see that Wal-Mart will be with us for a long time and continue to challenge us as individuals and Americans.

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