Walmart retools its young adult clothing line in pursuit of fashion credibility
Walmart has spent three years overhauling its mix of adult apparel to make it stylish as well as sensible for middle America
NEW YORK — NEW YORK (AP) — Walmart has spent three years overhauling its mix of adult apparel to make it stylish as well as sensible for middle America. Now, the nation's largest retailer is seizing the back-to-school shopping season to take another shot at fashion respectability.
The company plans to relaunch its 30-year-old brand for teenagers and young adults on Tuesday with a new 130-piece fall collection aimed at Generation Z. The retooling of the No Boundaries label is part of a strategy to get customers to think of Walmart as a place to buy cool clothes along with groceries.
The new collection includes of-the-moment styles like baggy jeans, cropped T-shirts, faux leather corsets and bomber jackets. Most items cost $15 or less. Some pieces are made from recycled fabrics to appeal to a generation that values sustainability. The size range was expanded to run from XXS to 5X to be more inclusive.
The Bentonville, Arkansas-based company is marketing the revamped No Boundaries on TikTok, YouTube, Pinterest and the online gaming site Roblox. It plans to test new prototypes in stores located in major college towns.
The intended audience is noticing.
“It's basic, but cute,” Za'Kryra Davis, 16, said while looking at the camouflage pants and denim rompers at a Walmart store in Secaucus, New Jersey, where the new No Boundaries was getting rolled out last week.
Davis, who shops at chains like Rue21 and Forever 21 and gets inspired by trends popping up on social media, said she's been more open to buying clothes at Walmart in the past few months because she says they look more modern.
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