A number of factors explained why discount retailers had enjoyed such success at the expense of general old-line retailers. Consumers’s greater concern for value in the industry was not precisely defined but involved price,service Quality and convenience.One example of this value orientation was in apparel.Consumers who once shunned the private-label clothing lines found in discount stores as a source of stigma were increasingly buying labels offered by Kmart,tarket,and walmart.according to one estimate,discount stores were enjoying double-digit growth in apparel while clothing sales in department stores had decreased since the 1990.