Walmart's apparel department carried more than 20 different private label and national brands. Research revealed that customers were confused about the benefits and attributes of each brand and thought Walmart's offering lacked clarity. The apparel department was perceived as messy and disorganized. Walmart decided to consolidate its private label brands under the George brand, with segmented sub-brands underneath for men, women and children.

Walmart asked Miller Zell to redesign apparel department fixtures and signage in order to elevate the George umbrella brand and sub-brands, present a more cohesive-looking organized department, and maintain ease-of-shopping navigation. Miller Zell was also expected to install new department signage in 300 stores over 3 months to deliver a coordinated chain-wide launch across multiple formats.

THE RESULT

Miller Zell created a unique, award-winning brand signage program to re-launch George in Canada. George Men, Women and Kids designations appear on department navigation signs, with sub-brand communication for Classics, g:21 and leading national brands located closer to the floor. The dramatic black-and-yellow visual identity and plentiful high-impact lifestyle images contributed to 20% brand awareness gains and significant sales and margin increases.

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