The WWD cover story for Thursday, February 9th titled, Fashion Reality Check: As the Runways Rock, Wal-Mart’s Metro 7 Rolls reports that Wal-Mart’s Metro 7 label, a women’s low-priced mass produced (of course) sportswear collection, is expecting a huge following.

From the pictures that were featured in the article, I would actually buy the clothing. There are some fashionable pieces that would actually work with current trends, but I am not one who runs around with a sign, protesting the “bad” irresponsible business practices of Wal-Mart, instead, I actually look for the cheapest things I can find there because seriously, I am footing a $1000 rent bill due on the first of every month to live out of a closet in Manhattan. So give me a break.

According to the article, the mass discounter is expecting huge numbers for their target consumer, who they have aptly named “Gracie,” who is “an important 25-45-year-old female customer, who is finally wheeling her grocery cart over to shop for apparel.” It continues:

The retailer declined to give sales figures for Metro 7, but vendor sources estimate the brand could do $200 million, even with limited distribution, in its first 12 months. The bulk of Metro 7 sportswear retails between $12 and $25, with the highest-priced item being a trenchcoat for $32.94.

With such reasonable prices for some trendy apparel, I can’t see why their target customers won’t be attracted to buy. Following in the footsteps of luxury discount retailer, Target they are marketing a lifestyle brand, a brand where consumers will eventually shop there for everything they need. Therefore, the company is planning on expanding that apparel brand to other related product offerings:

At times, sales of Metro 7 have exceeded three times initial projections for an item. In April, the Bentonville, Ark., retailer will launch shoes, accessories and costume jewelry under the Metro 7 label. By September, it plans to have Metro 7 in 1,500 stores, or roughly half of all domestic Wal-Marts.

In addition, they are planning on other lines. Besides outfitting the females in the family, they are planning to outfit the entire family:

If everything continues to click, the retailer aims to turn Metro 7 into a lifestyle brand à la George, its U.K. import, with lingerie, home and then possibly men's and children's apparel.

Pretty soon, the Wal-Mart customer shopping 24 hours a day in the wee hours of the morning in middle America will be able to do it in brand new Metro 7 outfits, coordinating the whole family in style. Go Wal-Marters … ehem…Gracie!