Walmart Inc. is aiming to transform the image shoppers associate with its clothes aisles, creating a fashion pop-up in New York City to coincide with New York Fashion Week. The event showcases private labels including Free Assembly and Scoop to a more fashion-forward crowd, and will also highlight Avia, the debut of Walmart's new modern-bohemian label, Scenario, and new designs from designer Brandon Maxwell. Prices remain firmly on the Walmart side, with the pop-up including Free Assembly pieces such as a cashmere jumper for $45 and fleece items for $28. The retailer has spent years growing its grocery business and winning over higher-income shoppers, and apparel gives it a second chance to convince those same people to spend more once they are already in the shop or app. Clothes and private-label products help build customer loyalty while giving Walmart more control of assortment and pricing, and the true test for investors will come after Fashion Week, when it becomes clear whether buyers start to think of Walmart as a destination for clothing rather than just a place to buy clothes while shopping for groceries.
Walmart Inc.Walmart is launching a New York Fashion Week pop-up showcasing private labels like Free Assembly, Scoop, Avia and new label Scenario to drive apparel demand and customer loyalty.
