Courtesy of Walmart
September 9, 2024
Can Walmart Become a Fashion Destination?
Walmart is launching its first-ever Walmart Style Tour this fall, a 40-stop traveling fashion event aimed at bringing affordable, on-trend fashion directly to customers.
This comes as a result of Walmart’s mission to become a “fashion destination.” According to the retailer’s official website, “Walmart is on a mission to democratize fashion, offering access to quality fashion and style at extraordinary price points. At all Style Tour stops, shoppers can experience the best of Walmart Fashion, from the Scoop and Free Assembly lines under Creative Director Brandon Maxwell, to the latest trending styles for fall across the assortment, including denim on denim, utility chic, elevated essentials, standout skirts, the dress edit and more.”
The tour kicked off at the Taste of Chicago on Sept. 6 and runs through October, offering style tips, personalized color analysis, and exclusive giveaways at each stop. Shoppers can access shoppable items via QR codes and engage with various fun activities using the hashtag #WalmartFinds.
The tour is designed to enhance Walmart’s shopping experience by connecting with customers at events they are already attending and showcasing fashion through Walmart’s online and in-store platforms. All details, tour dates, and locations will be posted at WalmartStyleTour.com.
“We’re constantly looking for new ways to meet our customers where they are and add value to their lives. The Walmart Style Tour is the first time we are creating this kind of experience for fashion, and we can’t wait to bring it to communities across the country at events we know our customers are already planning to attend. We’re elevating our shopping experience and bringing the style, the styling tips, and fun right to them. We’re thrilled to make 40+ stops across the country and help our customers find the things they love.”
Kim Tunick, group director of brand experiences and partnerships at Walmart, via Walmart
Walmart is serious about making a statement when it comes to both fashion and being a leading fashion retailer.
According to Business of Fashion (BoF), in a historic move, Walmart launched a public retail space focused on fashion in New York City, the “only place in America where residents don’t have local access to the big box store.” Specifically, it created a pop-up boutique that was open for two days during New York Fashion Week this past weekend. In the space, Walmart displayed apparel from Scoop and Free Assembly, two in-house brands, and “most pieces, from blouses to shoes, cost between $30 to $40.”
In general, the retailer has upgraded its fashion offerings, revamped the shopping experience, and is actively working to shift consumer perceptions. “These are the kind of things that we want to do more often so that we can continue to be in front of the customers to show them we’re here,” Denise Incandela, executive vice president of fashion at Walmart U.S., told BoF, explaining that the ultimate goal is to become the “number one destination for fashion.”
Additionally, The Associated Press reported in July that Walmart “spent three years overhauling its mix of adult apparel to make it stylish as well as sensible for middle America.” Specifically, it refreshed and relaunched its store brand No Boundaries, hiring a team of fashion designers dedicated to the brand for the first time. Per AP, “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.”
“We have created a brand that is more modern, has better quality, has silhouettes that are more relevant to the Gen Z customer. We’re improving the shopping experience, but we have to change that perception.”
Denise Incandela, executive vice president of fashion at Walmart U.S., via AP
As Walmart continues to elevate its fashion offerings and improve the shopping experience, the Style Tour marks another step in its quest to redefine itself and become a top destination for stylish, accessible fashion.
Discussion Questions
How could Walmart’s use of technology like QR codes and personalized color analysis transform the in-store shopping experience and influence future retail trends?
What impact might Walmart’s strategy of combining affordability with high fashion have on other retailers and the broader fashion industry?
How might Walmart’s efforts to rebrand and elevate its fashion offerings affect consumer perceptions of big-box retailers as credible fashion destinations?
Poll
Loading …BrainTrust
Shelley E. Kohan
Associate Professor, Fashion Institute of Technology
Cathy Hotka
Principal, Cathy Hotka & Associates
Frank Margolis
Executive Director, Growth Marketing & Business Development, Toshiba Global Commerce Solutions
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Given that Walmart is already one of the leaders in apparel market share in the US it is, in some senses, already a destination for fashion. What it does not have, however, is the fashion cachet of a player like Target. Walmart is seen by many consumers as basic and functional. There is nothing wrong with that positioning, but to grow it needs to build more credibility and move into an added-value space. It has made a start with the relaunch of the No Boundaries label and through its store modernization, which places a lot more emphasis on inspirational merchandising. My view is that Walmart can move the dial, but it will take quite some time and a lot more effort shift perceptions. However, initiatives like its fashion tour represent a good start.
How many times need we revisit this (non) issue? WalMart may very well sell more clothes – it most certainly will by some measure – but it’s never going to be a “fashion destination”.
That’s why God made TJX. To be a lower priced fashion destination. Now Burlington is getting into the act, and Ross stores is giving it a run down here. I just don’t see it. I am feeling a lot warmer about Walmart than I used to, but I wouldn’t go there for formal wear or dress clothes.
Walmart is already in the fashion business for apparel. It is not high fashion but modern consumers have been mixing and matching items from various vendors for a long time. Think of Shaq shoes whose stories have been repeated so many times. For regular Tshirts and colored basics, Walmart has been a go to for many people, they just don’t talk about it. Unlike Target who went for designer collabs publicly, Walmart just delivers low key value, having fashion tours help drive organic awareness for affordable clothes. Also given the trend to customize clothing, Walmart is a low key stop for aspiring fashion fans to buy clothes to modify.
Denise Incandela, who has had a storied fashion career, insists that Walmart will make a name in fashion. I haven’t seen it yet, but if anyone can pull it off, she can.
It’s slow and steady I think. With the newest remodels , you are starting to see things like mannequins (with NO BO apparel for example) with the latest trends in the middle of store for customers to see. You also are seeing a lot more video screens advertising more fashions in men’s, ladies, kid’s, regular, casual, and sport apparel. I see more customers shopping these areas now than before. Who knows? She may be right in the end,
While Bonobos (too niche, too expensive )was a terrible choice for Walmart to establish itself as a fashion-leader, there is no reason that a proper assortment of basics (beyond JUST – jeans, underwear, socks, and t-shirts) is easily within reach. All they need is a few partnerships with mid-priced but desirable brands, price them ~15-20% less than competition like American Eagle, and the sky’s the limit.
Can Walmart become a fashion destination? I would say that it already has. Have you seen any of the influencer videos on Instagram or TikTok that feature Walmart apparel? The clothing is nice! Right now Walmart is beating Target in fashion appeal (Target has gone off the rails the past couple of seasons). Target still wins the in-store experience (beautiful fitting rooms in the updated stores), but I have no doubt that Walmart will catch up.
I can’t figure out what has happened to Target. It’s more than “taking its eye off the ball.” It’s more like a collapse. Back into food, blaming gross margin woes on ORC, out of stock on too many good things…I don’t get it at all.
While shopping at Target is still a nice and impulse purchase heavy shopping experience it is definitely not the same. A lot of the designer garments Target has partnered with in the past few seasons are not being worn by the people pushing carts on the sales floor. At least not where I live.
Two words. Denise Incandela. No doubt Walmart will become the number one fashion destination in America. Look at who she is hiring and what they are delivering in terms of fashion-elevated focus. The timing is right and Amazon has not figured it out while Walmart grows its market share.
Walmart’s apparel assortment keeps getting better. Adding Justice, Reebok and Mexx lines and revamping No Boundaries reflects how Walmart makes value for money more stylish. The vibrant summer tees and athleisure section made me stop my cart mid-stride, impressed by Walmart’s refreshing revamp.
Walmart is absolutely doing the right things to grow and improve their apparel assortment. It will help them continue to grow marketshare in the “middle” – selling core basics to value-conscious shoppers. This will help it compete against Target for sure. However, it still won’t make it a true fashion destination, since there are many consumers that won’t even consider Walmart as an option for apparel.
It’s actually ironic – many consumers still scoff at buying clothing at Walmart, yet will walk through Costco and throw a pair of shorts and a shirt from a pallet right on top of their chicken and vegetables.
Again? Walmart is a major player in the fashion business. They have a niche they own and they move a lot of product. At this point I’m not sure why they want to pursue this strategy, the amount of resources and marketing they’re going to need to change perception here is not worth the investment in my opinion. Soar with your strengths.
Amazon did it, so there’s no reason Walmart can’t do it- consumers are equal opportunists in accepting fashion destinations. I like that they did personalized color analysis, as that’s a very trendy part of fashion decisions right now. I have faith in this.
Walmart is leading the way in personalized shopping experiences with QR technology. Features like personalized color analysis and instant access to product details, reviews, and purchase options right from your phone blend the best of in-store and digital shopping. Walmart’s innovative use of in-store technology is setting a new standard for others to follow.
Walmart can create fashionable selections for their customers. But, let’s not pretend that their brand is something that it is not.
Walmart, with its size and financial capacity, can build anything it wants to build. But it won’t succeed unless they recognize that it’ll always be a low-brow brand with limitations.
High Fashion and Walmart should never appear in the same sentence.
If Walmart wants to succeed in high fashion then it should rebrand and probably look for other retail channels.
Wal Mart IS going to sell a Huge amount of clothing simply because of who they are! They have however made a concerted effoort to really spruce up their offerings. The ressurected No Boundaries line, Justice, Reebok — And Denise Incandela !!!!! Other retailers should be hearing their footsteps!
Fashion and WalMart in the same sentence is like Jumbo Shrimp.
Walmart’s moves to enhance its fashion positioning raises a key question for me: How does it define “fashion”?
I can visualize enormous potential for the Great Wal to upgrade the quality, fit and relevance of its own-label wardrobe basics. The company has the range and power to set high standards that put pressure on the Kohl’s and Targets of the world. Is this “fashion” or simply an upgrade of its core merchandising practices?
It can also expand its assortment of popular branded merchandise, especially in casual sportswear. Walmart’s massive buying power will make it very difficult for brands like Champion, Puma, Reebok, Russell to say no. Done well, the company can likely carve some share from Dick’s, Big 5, Sportsman’s Warehouse, and the like. But is this “fashion” or functional garments?
Maybe I’m splitting hairs here. The company has hired an impressive leader for this effort in Denise Incandela. Maybe it possesses the sheer clout to alter how the buying public defines “fashion” in the next era. But I’d be a bit gob smacked to find tailored men’s garments or ladies’ dresses on display in the Supercenters near me, a few aisles from the cans of motor oil and boxes of breakfast cereal..
Walmart’s use of technology like QR codes and personalized color analysis will make shopping more interactive and engaging, pushing other retailers to adopt similar tech-driven experiences. This could set a new trend for blending in-store and online shopping.
By offering affordable, trendy fashion, Walmart will challenge traditional fashion retailers and force them to rethink their pricing strategies. I think Walmart’s rebranding will also shift consumer perceptions, making people see big-box stores as serious players in the fashion world. It’s a bold move that could change how we view affordable fashion overall.