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 (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.
