Walmart strategic move: Rebooting apparel brand specifically tailored for Gen Z consumers
Revamped Walmart's No Boundaries Embraces Gen Z, Arrives July 16
Get ready, Gen Z! Your preferred retail giant is stepping up its game with a revamped, redesigned version of one of its most popular private labels, No Boundaries. This re-imagined line will hit Walmart stores and its online platform on July 16, and they're even collaborating with the gaming giant, Roblox.
The revamped No Boundaries includes:- 130 items: women's clothing, intimates, men's clothing, shoes, and accessories.- A more inclusive fit, catering to sizes from XXS to 5X in women's and XS to 3X in men's.- Affordable prices: Crop tees, short-shorts, shirttail dresses, and graphic tees will be priced at just $5, and over 80% of the assortment will cost less than $15.
Walmart has enlisted professional fashion designers for the first time, putting together a team with years of experience in creating products for the Gen Z market. This fresh approach is significant, as the retailer has a renewed aim at connecting and catering to the next generation of Walmart shoppers.
No Boundaries has always focused on style and affordability, but the revamp goes a step further, offering an array of trendy and comfy garments, like baggy jeans, oversized sweat sets, and breathable fabrics such as seamless stretch, power mesh, and denim. In addition, this edition brings the first-ever No Boundaries sleepwear line, and some bras will feature eco-friendly, plant-based pads.
With consumers becoming more mindful of their spending on discretionary purchases such as clothing, exclusive & owned brands have become essential for retailers to offer value and set themselves apart. In this digital era, industry leaders like Macy's, Stitch Fix, Dillard's, and Target have launched their private label fashion lines or revamped existing ones. Private label sales rocketed up by 6% last year, with sales exceeding $210 billion.
The relaunch of No Boundaries is a vital part of Walmart's overall apparel sales strategy and their pursuit to conquer the younger market. Jen Jackson Brown, the Senior Vice President of Walmart U.S. fashion brands, has been instrumental in this transformation, having arrived from Nordstrom two years ago.
In the past, Walmart has dabbled in fashion apparel with varying degrees of success, but this time the spotlight is on casual styles and affordability, sparking anticipation and enthusiasm among Gen Z shoppers. Keep an eye out for more updates and collaborations between Walmart and platforms like Roblox, connecting the Gen Z demographic with fresh and exciting ways to explore fashion.
[1] Walmart's efforts to cater to Gen Z - https://www.forbes.com/sites/forbescommunicationscouncil/2021/01/31/why-gen-z-spends-more-on-e-commerce-than-any-other-demographic/?sh=7c0a01a26d02[2] Affordable fashion preferences of Gen Z - https://www.pvcmagazine.com/news/2022/03/22/revlon-reveals-findings-from-first-ever-gen-z-beauty-survey/
- Walmart's reimagined No Boundaries private label, geared towards Gen Z, will launch on July 16, incorporating a team of professional fashion designers and collaborating with Roblox.
- The revamped No Boundaries line consists of 130 items, including apparel, shoes, and accessories, with sizes ranging from XXS to 5X in women's and XS to 3X in men's, priced affordably starting at $5.
- In the fashion world, companies like Macy's, Stitch Fix, Dillard's, and Target have also been focusing on private label lines to provide value and distinct offerings, with private label sales reaching over $210 billion last year.
- As a part of Walmart's broader apparel sales strategy, Senior Vice President Jen Jackson Brown, a former Nordstrom employee, has driven the transformation of No Boundaries to cater specifically to the casual lifestyle and preferences of Gen Z shoppers.
- With an emphasis on style, affordability, and comfort, the new No Boundaries collection offers trendy items such as baggy jeans, oversized sweat sets, and eco-friendly sleepwear, which are expected to resonate with the Gen Z demographic.
- Engaging with Gen Z shoppers through innovative collaborations and offerings, Walmart's revamped No Boundaries line is just one step in connecting with this generation, with potential future collaborations in the fashion-and-beauty, home-and-garden, and technology sectors as well.
