To refresh the legacy young adult fashion brand, Walmart hired an expert design team with years of experience in creating products for the Generation Z customer. This is the first time Walmart has dedicated fashion designers to the No Boundaries brand and 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,” said 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 intention to reach this young adult audience by focusing on fit, quality, style and fabrics that resonate with them.”
Walmart is reimagining its popular No Boundaries fashion brand, targeting Gen Z with a modern, affordable assortment.
The refreshed line, designed by an expert team for the first time, features 130 pieces plus an expanded size range from XXS to 5X.
Emphasising self-expression and mix-and-match versatility, 80 per cent of the items retail for under $15.
Gen Z is driven by self-expression and looking for fashion brands that inspire and celebrate their journey. Based on a survey of Walmart customers, up to 80% of what they purchase are pieces they can mix and match to make their own. That individuality is core to the No Boundaries brand DNA: style rooted in casual trend and weekend wear with of-the-moment, youthful essentials designed to make their own.
Launching in stores and on Walmart.com July 16, the new No Boundaries line features 130 pieces that span women’s clothing and intimates, men’s clothing, shoes and accessories. Style highlights include new modern shapes like baggy fit jeans, drop shoulders, cropped tees and oversized sweat sets, as well as new high-quality fabrics like seamless stretch, power mesh, lux fleece and authentic denim fabrics. New to the brand, No Boundaries will launch with an all-new sleepwear line and the first-ever plant-based bra pad made from over 75% sugarcane in select top-selling bra styles.
There’s no shortage of affordable fashion finds with No Boundaries items when 80% of the assortment retails for less than $15, including many pieces for just $5, like crop tees, short-shorts, shirttail dresses and graphic tees.
With options for every body, Walmart also evolved the fit of the No Boundaries line to be more inclusive, ranging from XXS to 5X in young women’s and XS to 3X in young men’s.
To meet the Gen Z customer where they are, Walmart will introduce No Boundaries across social channels like its immersive Walmart Discovered experience on Roblox, one of Gen Z’s most popular platforms. Walmart was the first brand to pilot real-world commerce on Roblox, which No Boundaries is currently part of. In July, a Roblox creator will help curate a selection of No Boundaries outfits from the forthcoming collection, allowing users to buy the real-world outfits on Roblox and unlock virtual twins.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fibre2Fashion News Desk (HU)