Walmart Revamps No Boundaries to Capture Gen Z Fashion Trends

Walmart is updating its No Boundaries brand to appeal to Gen Z by incorporating the latest fashion trends. This revamp includes innovative designs, trendy styles, and affordability to attract younger shoppers. By focusing on the preferences and tastes of Gen Z, Walmart aims to strengthen its market presence and appeal to a new generation of fashion-conscious consumers.

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Boston Brand Media brings you the latest news - Walmart is reinventing its well-loved No Boundaries fashion brand, aiming at Gen Z with a contemporary, budget-friendly collection. For the first time, an expert team has crafted the revamped line, which includes 130 pieces and offers an extended size range from XXS to 5X. Focusing on self-expression and the ability to mix and match, 80% of the items are priced below $15.

Walmart has announced a significant transformation of its No Boundaries fashion brand, one of its largest and most popular lines. The $2 billion brand, aimed at young adults, will now offer a modern and youthful collection featuring new fabrics, shapes, and styles, all at the same competitive prices Walmart is known for. This update is perfectly timed for the back-to-school and back-to-college shopping seasons.

To revitalize the legacy brand, Walmart has employed an expert design team with extensive experience in creating products for Generation Z. This marks the first time Walmart has dedicated fashion designers specifically to the No Boundaries brand, signifying a major shift in the retailer's approach to building and reintroducing a cohesive brand that directly appeals to Gen Z customers.

"Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers but also with the next generation of Walmart shoppers," said Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands. "There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices. We have 145 million U.S. customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with intention to reach this young adult audience by focusing on fit, quality, style, and fabrics that resonate with them."

Gen Z values self-expression and seeks fashion brands that inspire and celebrate their unique journeys. According to a survey of Walmart customers, up to 80% of their purchases consist of pieces they can mix and match to create their own style. This individuality is at the heart of the No Boundaries brand, which offers casual, trendy, and youthful essentials perfect for weekend wear and current fashion trends.

Launching in stores and on Walmart.com on July 16, the new No Boundaries line includes 130 pieces covering women’s clothing and intimates, men’s clothing, shoes, and accessories. Style highlights feature modern shapes like baggy fit jeans, drop shoulders, cropped tees, and oversized sweat sets, along with new high-quality fabrics such as seamless stretch, power mesh, lux fleece, and authentic denim. Additionally, the line introduces a new sleepwear collection and the first-ever plant-based bra pad made from over 75% sugarcane in select bra styles.

No Boundaries offers a variety of affordable fashion finds, with 80% of the collection retailing for under $15, including many pieces for just $5, such as crop tees, short-shorts, shirttail dresses, and graphic tees.

Walmart has also made the No Boundaries line more inclusive, with sizes ranging from XXS to 5X for young women and XS to 3X for young men.

To engage with Gen Z customers, Walmart will promote No Boundaries across social channels, including its immersive Walmart Discovered experience on Roblox, a platform popular with Gen Z. Walmart, the first brand to pilot real-world commerce on Roblox, will collaborate with a Roblox creator in July to curate a selection of No Boundaries outfits from the new collection. Users can buy these outfits on Roblox and unlock virtual twins.

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Source: fibre2fashion‍