Walmart has dedicated the last three years to revamping its adult apparel line to cater to middle America with a blend of style and functionality. Now, the retail giant is utilizing the back-to-school shopping season to once again target fashion credibility. The company is reintroducing its 30-year-old brand geared towards teenagers and young adults with a new 130-piece fall collection focused on Generation Z. This makeover of the No Boundaries label is part of Walmart’s initiative to position itself not only as a place for groceries but also for trendy clothing. The latest collection features current styles like baggy jeans, cropped T-shirts, faux leather corsets, and bomber jackets, with most items priced at $15 or less. To appeal to the environmentally conscious Gen Z, some garments are made from recycled materials, and the size range has been extended to be more inclusive, spanning from XXS to 5X.
Based in Bentonville, Arkansas, Walmart is promoting the revamped No Boundaries range on various platforms like TikTok, YouTube, Pinterest, and the online gaming site Roblox, intending to trial new designs in stores situated in major college towns. The retailer’s efforts have not gone unnoticed by their target audience. One shopper, Za’Kryra Davis, 16, shared her positive impression of the new collection as she explored the offerings at a Walmart outlet in Secaucus, New Jersey. Having previously frequented chains like Rue21 and Forever 21, Davis mentioned being more inclined to purchase clothes at Walmart lately due to their contemporary appeal. Walmart has shifted from relying on multiple suppliers for the No Boundaries line to employing a dedicated design team for the relaunch collection, underlining the brand’s significance within the company’s broader fashion strategy.
Securing the loyalty of consumers born between 1997 and 2012, particularly within the competitive retail landscape, poses a challenge for Walmart. Known for being price-conscious and willing to explore various shopping options, Gen Z buyers often patronize second-hand stores, fast-fashion online platforms like Shein, mass-market retailers like Target, and mall-based brands such as American Eagle Outfitters. Despite this competition, shoppers like Olivia Meyer, 22, from Riverview, Florida, appreciate Walmart’s fall No Boundaries collection, featuring cargo pants and strappy tops. While Meyer doesn’t stick to a particular retailer, she believes Walmart stands a chance in appealing to Gen Z fashion tastes.
Although Gen Z typically spends less on fashion compared to other demographics, retailers are keen to attract young consumers as they represent the future customer base. Neil Saunders, managing director of research firm GlobalData, emphasized the importance of capturing this demographic early to foster brand loyalty. Walmart disclosed that the No Boundaries brand generates annual sales of $2 billion; however, industry experts suggest that these figures have plateaued in recent years. To combat the perception of catering solely to older adults with conventional styles, Walmart has made strategic moves in the fashion arena, including recruiting designer Brandon Maxwell and hosting influencer events to showcase its elevated fashion brands. Through the leadership of Denise Incandela, executive vice president of apparel and private-label brands, Walmart has expanded its clothing offerings with over 1,000 brands and collaborations with celebrities such as Sofia Vergara.
Addressing an industry conference in New York, Incandela emphasized Walmart’s scale advantage with over 4,600 U.S. stores to drive quality and affordability, notably targeting the style-conscious Gen Z customer. Walmart’s focus is on rebranding to appeal as a modern clothing destination, with improved quality, relevant silhouettes, and an enhanced shopping experience for Gen Z. Shoppers like Elizabeth Fernandez, 58, and her daughter Destiny Fernandez, 38, noticed a positive shift in Walmart’s women’s apparel selection. The duo, impressed by the rejuvenated No Boundaries line, filled their cart with various clothing items from the store. Destiny Fernandez praised Walmart’s effort in reviving past trends sustainably, referring to the recycled materials and updated designs as reflective of current fashion cycles.
