Walmart unveiled the spring collections of Brandon Maxwell, the creative director of Free Assembly and Scoop, two of its premium apparel brands.
Walmart’s new apparel and accessory lines are part of an aim to become a destination for inexpensive fashion, not merely a seller of socks and tees.
Apparel was a solid sales category for the large box retailer in the fourth quarter.
Walmart is introducing new fashion-forward clothes to entice buyers seeking style on a budget this spring.
Walmart has unveiled the spring collections for its exclusive fashion labels Free Assembly and Scoop. These are Brandon Maxwell’s first brands. Maxwell has dressed celebrities like as Michelle Obama and Lady Gaga. He joined Walmart as creative director last spring.
The new collections will be available online and in select stores in the coming weeks. It’s part of Walmart’s ambitious aim to become a destination for affordable fashion, not merely a supplier of basic items.
While groceries account for about 60% of Walmart’s annual revenue, clothes, home décor, and other general merchandise drive higher profitability and increase basket size.
In addition to metal studs, certified vegan leather, and distinctive denim washes, Maxwell noted. The spring selections range from $8-$75.
“I hope people sense the quality,” Maxwell added. It’s about how it makes you feel.
Walmart’s executive vice president of clothes and private brands, Denise Incandela, said Maxwell’s unusual, colourful designs will help the store capture more closets.
With Sofia Jeans, a collaboration with actress Sofia Vergara, and Eloquii Elements, a plus-size women’s collection inspired by purchased brand Eloquii, Walmart has three upgraded brands. This includes Champion athletic gear and Justice girl’s apparel and accessories.
But there are evidence that Walmart’s strategy is paying off. On last week’s earnings call, CEO Doug McMillon stated clothes was a strong holiday quarter category.
