Walmart has relaunched its 30-year-old No Boundaries clothing line, targeting Generation Z with a new 130-piece fall collection. This initiative follows a three-year revamp of its adult apparel to merge practicality and style. The collection features modern items like baggy jeans, cropped T-shirts, faux leather corsets, and bomber jackets, mostly priced at $15 or less, with some pieces made from recycled fabrics. Sizes range from XXS to 5X, increasing inclusivity. Walmart markets this line on TikTok, YouTube, Pinterest, and Roblox and tests new fashions in stores in major college towns. This strategy aims to position Walmart as a fashion destination, complementing its grocery offerings, and to compete with retailers like Target and American Eagle Outfitters. The company hired Brandon Maxwell as the creative director for upscale brands to enhance its fashion credibility. Social media influencers and events showcased Maxwell’s designs, underlining Walmart's commitment to quality fashion at low prices, vital for appealing to style-conscious Gen Z customers.
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