Siddharth Kavale
NEW YORK (Reuters) – Walmart (NYSE:) will relaunch its own brand aimed at Gen Z shoppers, the company announced on Thursday, to compete with rivals and cross-sell products to customers.
In July, Walmart will relaunch its 30-year-old private label fashion line, No Boundaries, with items popular among Gen Z, including oversized T-shirts and baggy jeans, Denise Incandela, executive vice president of fashion at Walmart, said at a conference in New York. USA. York. The Walmart brand reaches $2 billion in sales annually.
The 130-item assortment will include men’s and women’s apparel, underwear, shoes and a plant-based bra with pads made from 75% sugar cane, a Walmart spokesperson said.
She added that 80% of items will be priced under $15, but will also include $5 items such as graphic T-shirts, shirtdresses and short shorts.
“We’re actively pursuing that Gen Z target market,” Incandela said at the CommerceNext conference in New York, adding that the launch will be supported by a big marketing push on TikTok, Roblox and Instagram. Incandela noted that 80 million Gen Z users use Roblox for about two hours every day, making it a good opportunity to reach this cohort.
Walmart’s core customer tends to be older than Generation Z—those born between 1997 and 2012—but the company says it is increasingly attracting new customer demographics through its active involvement in the grocery business. Shoppers have been focused on food and essentials over the past two years due to high inflation and interest rates, leading to new records for Walmart’s annual sales.
As more Gen Z customers come to buy shampoo and bananas at Walmart, the company has a better chance of cross-selling products, according to a Walmart spokesperson.
“We feel like we are uniquely positioned to win with Gen Z because of our pricing,” Incandela said.