Alexander Farnsworth Walmart ( NYSE: WMT ) is relaunching its 30-year-old Boundaries 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 described by the Associated Press as a part of a strategy to get customers to think of Walmart as a place to buy cool clothes along with groceries. As part of the brand refresh, Walmart ( WMT ) hired an expert design team with years of experience in creating products for the Generation Z customer.
This marked the first time that Walmart ( WMT ) has dedicated fashion designers to the No Boundaries brand, which reflects a major shift in how the retailer is thinking about building and reintroducing a cohesive brand that speaks directly to the Gen Z customer. "Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers, but the next generation of Walmart shoppers," stated Jen Jackson Brown, senior vice president of Walmart U.S.
fashion brands. "There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices. We have 145 million U.
S. customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with the intention to reach this young adult audience by focusing on fit, quality, style and fabrics that resonate with them," added Brown. The new.
