Walmart is relaunching its private-label fashion brand to target Gen-Z consumers, it announced on Thursday, as younger generations are increasing their spending habits. The Bentonville, Arkansas-based company will relaunch its "No Boundaries" clothing line in July, refreshing the 30-year-old, $2 billion brand with products and styles popular with Gen Z consumers. The line will feature 130 pieces, including women's and men's clothing, shoes, and accessories, and is staying low-cost with 80 percent of the items selling for less than $15.
"There's a huge opportunity for Walmart to reach a Gen-Z customer with a brand that has both incredible style and unbelievable prices," said Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands.
She added that No Boundaries will be focusing on fit, quality, style, and fabrics that resonate with the young adult audience, such as modern shapes like baggy-fitting jeans and fabrics like seamless stretch. To be more inclusive, the fashion line will also expand its sizes, ranging from XXS to 5X in young women's and XS to 3X in young men's. As part of its marketing strategy, the launch will be pushed across social channels popular with the Gen Z audience.
One channel is the video game platform Roblox, where Walmart recently debuted its partnership for players to purchase Walmart goods through an in-game e-commerce hub, Walmart Discovered. As Inc. reported earlier this month, the buying power of younger generations is increasing.
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