Walmart to Relaunch Its Private-Label Fashion Line 'No Boundaries’

Walmart plans to relaunch its private-label fashion line 'No Boundaries'. The move aims to attract younger, fashion-conscious consumers by offering trendy, affordable clothing. This relaunch is part of Walmart's broader strategy to compete with other retailers and enhance its presence in the fashion market.

Walmart is set to relaunch its 30-year-old private-label fashion line in July 2024.

Boston Brand Media brings you the latest, Walmart has announced the relaunch of its private-label brand, 'No Boundaries,' targeting Gen Z customers to better compete with rivals and enhance cross-selling opportunities, according to a report by Reuters.

Denise Incandela, executive vice president of fashion at Walmart U.S., disclosed at a New York conference that the 30-year-old brand will make its comeback in July, featuring trendy Gen Z styles such as oversized tees and baggy jeans. 'No Boundaries' currently generates $2 billion in annual sales for Walmart.

Boston Brand Media looked into The collection, comprising 130 items, will include men's and women's wear, intimates, shoes, and a plant-based bra with pads made from 75% sugarcane, a Walmart spokesperson stated. Additionally, 80% of the products will be priced below $15, with items like printed tees, shirt tail dresses, and short shorts available for $5.

"We are going after this Gen Z target market in a big way," Incandela said at the CommerceNext conference in New York, noting that the launch will be backed by a significant marketing campaign on TikTok, Roblox, and Instagram.

While Walmart's core customers are typically older than Gen Z—those born between 1997 and 2012—the company has been attracting new demographic groups, driven by its strong presence in grocery. Over the past two years, high inflation and interest rates have led shoppers to prioritize food and essentials, boosting Walmart's annual sales to record highs.

As more Gen Z customers visit Walmart for necessities like shampoo and bananas, the company sees an opportunity to cross-sell other products. "We feel we are uniquely positioned to win with Gen Z because of our price points," Incandela stated.

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Source: Afaqs