Walmart announces to relaunch its private-label fashion line 'No Boundaries'
Summary - Walmart will relaunch its 'No Boundaries' fashion line in July 2024, targeting Gen Z with trendy styles like oversized tees and baggy jeans. The collection features 130 items, mostly priced below $15. Denise Incandela, Walmart U.S. fashion EVP, announced a major marketing push on TikTok, Roblox, and Instagram. Walmart, already attracting more Gen Z shoppers through its grocery offerings, sees this as an opportunity to cross-sell. The brand aims to leverage its competitive pricing to win over younger customers.
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Jun 22, 2024
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Walmart is set to relaunch its 30-year-old private-label fashion line, 'No Boundaries,' in July 2024, aiming to capture the Gen Z market and enhance cross-selling opportunities. The announcement, made by Denise Incandela, executive vice president of fashion at Walmart U.S., during a New York conference, highlights Walmart's strategy to better compete with rivals by targeting younger customers with trendy fashion options.
'No Boundaries' already generates $2 billion annually for Walmart, and its relaunch will feature popular Gen Z styles such as oversized tees and baggy jeans. The new collection will include 130 items, encompassing men’s and women’s wear, intimates, shoes, and a plant-based bra made from 75% sugarcane. A Walmart spokesperson noted that 80% of the products will be priced below $15, with items like printed tees, shirt tail dresses, and short shorts available for as low as $5.
The relaunch will be backed by a substantial marketing campaign on platforms popular with Gen Z, including TikTok, Roblox, and Instagram. Incandela emphasized Walmart’s commitment to attracting this demographic, despite its core customer base traditionally being older. The retailer has observed a growing number of younger shoppers, largely driven by its strong presence in grocery. Over the past two years, high inflation and interest rates have prompted consumers to prioritize food and essential items, boosting Walmart's annual sales to record highs.
As more Gen Z customers visit Walmart for everyday items like shampoo and groceries, the retailer sees an opportunity to cross-sell its fashion line and other products. Walmart believes it is well-positioned to attract and retain Gen Z shoppers due to its competitive pricing. "We feel we are uniquely positioned to win with Gen Z because of our price points," Incandela stated, highlighting the brand's strategic focus on affordability and current fashion trends.
Overall, the relaunch of 'No Boundaries' is a key move in Walmart's strategy to diversify its customer base, enhance its fashion offerings, and leverage its strong market presence to drive sales across various product categories.
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