Walmart has spent three years overhauling its mix of adult apparel to make it stylish as well as sensible for middle America.
Say goodbye to high restaurant bills — get a $200 gift card for only $35A Walmart's staff member works on a display of the No Boundaries collection at a store in Secaucus, New Jersey, Thursday, July 11, 2024. The Bentonville, Arkansas-based retailer has revamped its 30-year-old mainstay store brand for young adults called No Boundaries, which generates annual sales of $2 billion.
Still, winning over customers born between 1997 and 2012 will be challenging given Walmart's heavy competition. The generation of digital natives is known to be price conscious and willing to shop around, frequenting everything from second-hand shops and ultra-fast-fashionOlivia Meyer, 22, who lives in Riverview, Florida, gets inspired by trends on the internet and makes most of her fashion purchases online, typically from Amazon, to ensure quick delivery.
Walmart said No Boundaries generates annual sales of $2 billion, but Saunders thinks the numbers have been stagnant for a few years. He said the retailer needs to overcome the perception that its fashion aspirations end at floral prints, pull-on pants and other styles more typically worn by older adults.
To boost its legitimacy as a one-stop shop for fashionistas, Walmart has added store mannequins and colorful displays of its clothing. Under the stewardship of, executive vice president of apparel and private-label brands, the company has featured more than 1,000 brands and partnered with celebrities like
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