Tati Takes Its Show On The Road

Facing rivals in France, the discount retailer heads abroad

As marketing strategies go, it seemed only natural. When French discount retailer Tati opened its first South African store last spring, in Cape Town, its Afrikaner partner suggested that the joint venture play up its Gallic cachet with the advertising slogan "French fashion at affordable prices." But at Tati headquarters in Paris, the idea was criticized as being too haughty for the downmarket company. Says Richard Pequignot, director of international development: "We prize our working-class clientele."

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