To revamp the legacy young adult fashion brand, Walmart hired an expert design team with years of experience creating products for the Gen Z customer. This marks the first time Walmart has dedicated fashion designers to the brand. No Boundaries and reflects a major shift in the way the retailer thinks about building and reintroducing a cohesive brand that speaks directly to the Gen Z customer.
“Renewing our private label portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers, but also with the next generation of Walmart shoppers,” he said. Jen Jackson Brown, senior vice president of fashion brands at Walmart in the US. “There is a huge opportunity for Walmart to reach a Gen Z customer with a brand that has incredible style and incredible prices. We have 145 million American customers who shop with us in stores and online each week, and the new No Boundaries brand is designed and marketed with the intention of reaching this young adult audience by focusing on fit, quality, style and the fabrics that resonate with them.”
Walmart is reinventing its popular No Boundaries fashion brand, targeting Generation Z with a modern and affordable range. The refreshed line, designed by a team of experts for the first time, features 130 pieces plus an expanded size range from XXS to 5X. Emphasizing self-expression and mix-and-match versatility, 80 percent of items sell for under $15.
Generation Z is driven by self-expression and seeks out fashion brands that inspire and celebrate their journey. According to a survey of Walmart customers, up to 80% of what they buy are pieces that they can mix and match to make their own pieces. That individuality is central to the No Boundaries brand DNA: style rooted in the casual trend and weekend wear with youthful, current essentials designed to make your own.
The new No Boundaries line, launching in stores and on Walmart.com on July 16, features 130 pieces spanning women's clothing and intimacy, men's clothing, shoes and accessories. Style highlights include new modern shapes such as baggy jeans, dropped shoulders, cropped t-shirts and oversized sweat sets, as well as new high-quality fabrics such as seamless stretch, power mesh, lux polar and authentic denim fabrics. A first for the brand, No Boundaries will launch with an all-new sleepwear line and the first plant-based bra pad made with over 75% sugarcane in select, best-selling bra styles.
There's no shortage of affordable fashion items with items from No Boundaries when 80% of the assortment sells for under $15, including many pieces for just $5, like crop tops, shorts, shirt dresses, and graphic tees.
With options for all bodies, Walmart also evolved the fit of the No Boundaries line to be more inclusive, from XXS to 5X in young women and XS to 3X in young men.
To reach the Gen Z customer wherever they are, Walmart will introduce No Boundaries on social channels, such as its immersive Walmart Discovered experience on Roblox, one of the most popular Gen Z platforms. Walmart was the first brand to pilot real-world commerce in Roblox, of which No Boundaries is currently a part. In July, a Roblox creator will help curate a selection of No Boundaries outfits from the upcoming collection, allowing users to purchase real-world outfits in Roblox and unlock virtual twins.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fiber2Fashion News Desk (HU)
