The world’s largest retailer is looking to grow its fashion reputation beyond basic T’s, bargain jeans, and bulk socks.
What happened: Walmart is launching a new women's clothing line called Scenario aimed at younger, more affluent shoppers, per the Wall Street Journal. It marks the 10th in-house brand that Walmart fashion has launched since 2020.
Most of the items in the Scenario line, which will include everything from blouses to faux leather handbags, will be priced under US$25.
Catch-up: Walmart has taken a few swings at pricier apparel with little success. In the mid-2000s, it debuted new lines at New York Fashion Week (at its own Times Square runway show, no less), took out eight-page spreads in Vogue, and even opened a Manhattan office dedicated to staying on top of fashion trends.
Ultimately, the higher-priced apparel alienated Walmart's price-conscious customers and flopped. They all but abandoned the non-basics fashion push until 2020, when new leadership refocused on upscale, but still affordable labels.
Why it’s happening: Walmart has struggled to grow sales as of late. Last week it reported its slowest sales growth in more than six years. Getting its massive customer base to add higher-margin items (like clothes) to their cart could be a way to turn that around.—LA
