Wal-Mart Taking Off the Ritz, Returns to Emphasis on Low Prices

BENTONVILLE, AR - Wal-Mart launched a newmarketing campaign today that underscores its renewed focus on low prices as a key to growth after disappointing results from last year's push into trendier clothes and merchandise.

Wal-Mart said its new advertising will stress how much U.S. consumers can save by shopping at the world's largest retailer.

The Bentonville-based chain said its new tag line to be featured in its ads will be "Save Money.  Live Better."

Wal-Mart said last year it would refocus on what it calls price leadership after a weak 2006 holiday sales season that followed poor results from its Metro 7 women's line of trendier clothing and other efforts to sell more upscale products.

Wal-Mart's August sales at stores open at least a year, a retail industry benchmark, rose a stronger-than-expected 3.1 percent after the chain cut prices on around 16,000 back-to-school items.

(Copyright 2007 by The Associated Press.  All Rights Reserved.)