Unfortunately, fashion is being increasingly neglected in Migros supermarkets: Men's clothing in particular is getting less and less space, or is even limited to underwear.
For some years now, Migros has been establishing so-called specialist stores: DO IT + GARDEN MIGROS, MELECTRONICS, SPORTXX, MICASA. However: no Migros fashion stores.
I think: With the demise of OVS in Switzerland, Migros could now take a step towards a Migros fashion specialty store and take over the 140 locations in order to introduce MIfashion as a specialty store.
After all, the supermarket in Tivoli Spreitenbach, where there are still large fashion departments, proves that fashion is still going strong at Migros.
The very large OVS stores could finally be turned into pure Migros department stores.
All replies (12)
7 years ago
Hello @AlMiDeCoLi
I'm sorry to read that you are disappointed with Migros Mode.
I would be happy to pass on your criticism and ideas for further development to the experts.
Many thanks and best regards
Kathrin
7 years ago
Hello again @AlMiDeCoLi
My colleagues in the clothing department are delighted with your commitment and have sent me the following message for you:
"Thank you very much for your message.
We can certainly understand your anger, but the clothing ranges have the role of a supplementary range in Migros' strategic orientation as a basic household supplier. We focus primarily on daywear, nightwear and hosiery.
At present, there are no plans to expand the product range, also in view of digitalization (online stores)."
Have a nice day
Kathrin
7 years ago
Hello @Kathrin_Migros
I am very surprised by this answer, especially since Migros has been offering the fashion brands BROADWAY, GREYSTONE and heidi.com in its range for some time now.
But then again, you're always surprised by the answers from those responsible for products and product ranges...
Greetings from AlMiDeCoLi
7 years ago
I could rather imagine gastronomy chains from DE/UK/US for the 140 branches.
Like Hans im Glück, Five Guys, Chipotle etc...
or the expansion of Chickeria in the Aargau/ZH./SO. area.
Or Migros launching a new discount chain with changing Migros themed promotions
(more like Aldi and Lidl than Denner at the moment)
7 years ago
Hello everyone
Here is an addendum on the subject of Migros fashion:
Our statement was in relation to our own brand John Adams, which is controlled by us, Migros-Genossenschafts-Bund.
Unfortunately, the strategy does not currently provide for any expansion of this own brand.
The strategy for external brands is different, i.e. the sales areas are managed by the respective cooperatives.
Have a nice day
Kathrin
7 years ago
Hello @Kathrin_Migros
Thanks for the addition.
Nevertheless, I am surprised by the answer. After all, my own brands JOHN ADAMS and ELLEN AMBER are by no means limited to underwear and hosiery.
But yes, I can understand that the OVS stores are perhaps a little too big for the relatively small range of these two brands. But you could also offer sportswear from SportXX.
This is where the standardization of store concepts becomes noticeable: In the past, the cooperatives were not only able to decide on the product range themselves, but also name the stores independently. For example, the non-food department in Tivoli used to be called "MIGROS Warenhaus". If individuality still existed here too, perhaps the otherwise very innovative Aare cooperative would take the plunge and sell itself to a Migros fashion store...
Greetings from AlMiDeCoLi
7 years ago
DearAlMiDeCoLi
Unfortunately, I can't tell you any more about Migros Mode at this point.
I can only think of the poem "If it weren't for the little word "if"", perhaps you already know it?
If it weren't for the little word "if",
my father would be a millionaire!
We'd ALL be millionaires,
if only it weren't for that little word "if"!
With best regards
Kathrin
7 years ago
Hello @Kathrin_Migros
That's all right; I didn't expect you to be able to provide any further information.
In my last post, I was just spinning the idea a bit further.
Greetings from AlMiDeCoLi
7 years ago
I have just read the news that OVS has now announced that it will be closing 132 stores, including the flagship store on Sihlstrasse in Zurich, where Migros Zurich wanted to open a large SportXX before the takeover of Charles Vögele by OVS. It will be interesting to see whether the project will now be pursued again.
7 years ago
Chicoree takes over some stores and employees...
Would welcome an expansion of the Migros Aare discount fitness chain Only Fitness, which will be freed up by the empty stores... Aargau/ZH area