Walmart has spent three years overhauling its mix of adult apparel to make it stylish as well as sensible for middle America. Now, the nation’s largest retailer is seizing the back-to-school shopping season to take another shot at fashion respectability.
A 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. Za’kyra Davis checks out clothes from Walmart ’s No Boundaries collection at a Walmart Superstore in Secaucus, New Jersey, Thursday, July 11, 2024.
Davis, who shops at chains like Rue21 and Forever 21 and gets inspired by trends popping up on social media, said she’s been more open to buying clothes at Walmart in the past few months because she says they look more modern. “I’m not loyal to one place,” Meyer said. But she added, “I think Walmart has a shot at targeting Gen Z and getting our dollars.”
Walmart signaled just how much it wants to get taken seriously as a fashion destination three years ago when it hired Brandon Maxwell, an American designer who has dressed celebrities such asIn February, the company hosted social media influencers who focus on trendy but affordable style at a fashion show that featured Maxwell’s designer collection, which is sold at high-end Saks Fifth Avenue and Neiman Marcus.
Incandela said at a recent industry conference in New York that Walmart’s scale — it operates more than 4,600 stores in the U.S. — can help drive quality and low prices. But the big growth opportunity in clothing is with the Gen Z customer who “cares about style,” she said.
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