Fashion
Gen Z in focus as Walmart relaunches its private label fashion line
Walmart will relaunch a private label aimed at Generation Z customers, it announced Thursday, to take on competitors and cross-sell products to customers.
Walmart will relaunch its 30-year-old No Boundaries private label fashion line in July, offering products popular with Gen Z, including oversized T-shirts and baggy jeans, said Denise Incandela, executive vice president of fashion at Walmart US, during a conference in New York. . The brand generates $2 billion in sales each year for Walmart.
The 130-item range will include men's and women's clothing, underwear, shoes and a plant-based bra, whose pads are made from 75% sugarcane, a spokesperson for Walmart.
She added that 80 percent of the products will be priced below $15, but will also include products priced at $5, such as printed T-shirts, shirttail dresses and short shorts.
We are going after this Gen Z target market in a big way, Incandela said at the CommerceNext conference in New York, adding that the launch would be supported by a strong marketing push on TikTok, Roblox and Instagram. Incandela noted that 80 million Gen Z users use Roblox for about two hours every day, making it a good opportunity to connect with this cohort.
Walmart's core customer is typically older than Generation Z — those born between 1997 and 2012 — but it says it's increasingly attracting new customer demographics because of its clout in grocery shopping. Shoppers have focused on food and essentials over the past two years due to inflation and high interest rates, pushing Walmart's annual sales to new records.
As more Gen Z customers come to Walmart to buy shampoo and bananas, it gives the company a better chance to cross-sell products, the Walmart spokesperson said.
We believe we are in a unique position to win with Gen Z because of our price points, Incandela said.
By Siddharth Cavale; Editing by Josie Kao
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