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 AP reports. 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.
Walmart previously relied on a variety of suppliers with separate design teams to build the No Boundaries line, which focused largely on everyday basics like T-shirts and denim. The company hired a dedicated design team to create the relaunch collection, a sign of the brand's importance to Walmart's broader fashion strategy. Walmart signaled just how much it wants to get taken seriously as a fashion destination three years ago when it hired Brandon Maxwell, an American designer who has dressed celebrities such as Lady Gaga, as the creative director for its "elevated" fashion brands, Free Assembly and Scoop. (What does the younger crowd actually think of the updated Walmart fashions? See some reactions here.)
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