Only the Boundaries Are Changing in Walmart's Game Plan
Gist:
Walmart reintroduces clothing line to appeal to Generation Z
Walmart is revamping its private label brand "No Boundaries", targeting the Gen Z crowd, with a fresh launch both in-store and online from July 16. The retailer is also diving into the virtual world by introducing No Boundaries through its Walmart Discovered experience on Roblox, all designed for Gen Z crowd.
The Nitty-Gritty:
The renovated $2 billion line sports 130 items, including clothing, footwear, and accessories for men and women. Sizing options are extensive, ranging from XXS to 5X for women, and XS to 3X for men. Pricing is wallet-friendly, with most items under $15, including crop tees, short-shorts, dresses, and graphic tees priced at $5.
Walmart has brought in fashion designers with experience in creating products for the Gen Z market. This move signals a change in the retailer’s approach to fashion, focusing on appealing directly to younger consumers as owned and exclusive brands become increasingly significant in offering value and differentiating merchandise. Labels like Macy's, Stitch Fix, Dillard's, and Target have also added or revamped their private label fashion lines. Sales of private labels climbed 6% last year, surpassing $210 billion.
Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands, who joined from Nordstrom two years ago, emphasized the importance of the revamp in Walmart's apparel sales strategy and efforts to court younger shoppers. If past efforts have shown mixed results, this revamp is Walmart's latest attempt to make a fashion-conscious impact with affordable, trendy styles. With a focus on casual wear, the new line includes baggy jeans, drop-shoulder tops, cropped tees, and oversized sweat sets, featuring various fabrics like seamless stretch, power mesh, fleece, and denim. The line also marks the first foray into sleepwear and plant-based pads for some bras, made from over 75% sugarcane.
[1] https://www.businessinsider.com/walmart-no-boundaries-fashion-brand-launch-on-roblox-2021-7[2] https://www.retaildive.com/news/walmart-no-boundaries-private-label-brand-relaunch/611349/[3] https://www.bloomberg.com/news/articles/2021-07-08/walmart-takes-another-whack-at-fashion-with-no-boundaries-line[4] https://www.pcmag.com/news/walmart-relaunches-no-boundaries-private-label-youth-targeted-clothing-line[5] https://www.reuters.com/article/us-walmart-clothing-strategy-idUSKCN0U42H1
- Walmart is evolving its private label brand "No Boundaries" with a fresh launch, targeting the Gen Z crowd both in-store and online from July 16, marking its foray into the virtual world via the Walmart Discovered experience on Roblox.
- The revamped $2 billion line of No Boundaries sports 130 items, including apparel, footwear, and accessories for men and women, with extensive sizing options and wallet-friendly pricing.
- The arrival of Walmart's No Boundaries line signifies a shift in the retailer's approach to fashion, as they aim to attract younger consumers with owned and exclusive brands that offer value and distinctive merchandise.
- Sales of private labels climbed 6% last year, surpassing $210 billion, with labels like Macy's, Stitch Fix, Dillard's, and Target also adding or revamping their private label fashion lines.
- The new No Boundaries line includes casual wear made from various fabrics, as well as the first foray into sleepwear and plant-based pads for some bras, utilizing over 75% sugarcane. This diverse and trendy line is part of Walmart's strategy to make a fashion-conscious impact while catering to a younger lifestyle.
