Dive Brief:
- Walmart stirs up the scene with a major revamp of their private label, the loved "No Boundaries" brand. The refresh will drop in-store and online on July 16, and it'll also be available via Walmart's experience on Roblox, primarily aimed at the younger Gen Z demographic.
- The brand's overhaul includes a whopping 130 items, consisting of women's clothing, intimates, men's clothing, shoes, and accessories. The new designs are more inclusive, offering sizes from XXS to 5X in women's and XS to 3X in men’s. Some items, like crop tees, short-shorts, and graphic tees, are priced as low as $5, with 80% of the collection available for less than $15.
Dive Insight
Retail giant Walmart focuses on reviving apparel brand to cater to Generation Z consumers.
Walmart has taken things up a notch with No Boundaries, dedicating actual fashion designers to the brand, a team boasting experience in catering to the Generation Z market. This marks a shift in Walmart's thinking when it comes to building and reinventing brands that resonate with Gen Z consumers.
As consumers get more mindful of their discretionary spending, particularly when it comes to clothing, owned and exclusive brands have become increasingly important as a way to offer value and differentiate merchandise. Brands like Macy’s, Stitch Fix, Dillard's, and of course, Target, have been steadily launching private label fashion lines or revamping existing ones. Last year, private label sales skyrocketed by 6%, totaling $210 billion.
Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands, says that updating their private brand portfolio is vital to their fashion strategy, as they aim to cater to both their existing and the next generation of Walmart shoppers.
The latest revolution at Walmart is central to their efforts to boost apparel sales and target younger consumers. This move comes after Brown joined Walmart from Nordstrom two years ago.
The No Boundaries revamp marks the latest in a series of attempts by Walmart to make a splash in fashion apparel. Back in 2018, Walmart launched several private labels and then expanded their portfolio with more private and exclusive brands, including the acquisition of menswear DTC brand Bonobos, plus brand Eloquii and women’s apparel brand Modcloth. However, they recently got rid of these brands.
Unlike its previous upscale attempts, this time Walmart's emphasis is on casual style and affordability. No Boundaries has some baggy jeans, tops with drop shoulders, cropped tees, oversized sweat sets, and fabrics such as seamless stretch, power mesh, fleece, and denim. The brand will also be introducing a sleepwear line and some bras will feature a plant-based pad made from over 75% sugarcane.
Sources:- [1] CNET: "Walmart finally tries to make membership playable with Roblox"- [2] Adweek: "Walmart Grabs Gen Z Shoppers on Roblox with New No Boundaries Launch"- [3] Glossy: "Walmart Leans In to Gen Z's Favorite Social Platform with New Roblox Experience"- [5] Glossy: "Can TikTok's Shopify integration democratize influencer marketing?"
- Walmart's private label, No Boundaries, is set to evolve with a refreshed design and expanded offerings, set to launch on July 16, both in-store, online, and on Roblox.
- The revamp includes 130 items, spanning across women's clothing, intimates, men's clothing, shoes, and accessories, catering to sizes from XXS to 5X in women's and XS to 3X in men’s.
- In an effort to cater to Gen Z consumers, Walmart has enlisted actual fashion designers to work on No Boundaries, signifying a shift in their approach to brand building.
- With private label sales skyrocketing by 6% last year, totaling $210 billion, and brands like Target and Macy’s also revamping their private labels, Walmart recognizes the importance of exclusive brands in offering value and differentiating merchandise.
- The latest transformation in No Boundaries aligns with Walmart's goals to increase apparel sales and attract younger consumers, a goal that has been pursued since Jen Jackson Brown, formerly of Nordstrom, joined the company two years ago.
- In contrast to its previous upscale attempts, the latest No Boundaries revamp emphasizes casual style and affordability, featuring baggy jeans, drop-shouldered tops, cropped tees, and a sleepwear line, with some bras even incorporating plant-based pads made from over 75% sugarcane.
