Spill the Tea: Walmart's No Boundaries Reboot for Gen Z
Gen Z is being targeted by Walmart's revamp of their apparel line
Walmart's shaking things up with one of their biggest private labels, the youth-focused "No Boundaries," all set to drop in stores and online starting July 16. But that's not all, they're also gonna launch No Boundaries through their Walmart Discovered experience on Roblox, aimed squarely at Gen Z.
The revamped $2 billion brand boasts an impressive collection of 130 goodies, including women's clothing, intimates, men's clothing, shoes, and accessories. To cater to a wider audience, the brand has undergone a makeover with a more inclusive fit, offering sizes from XXS to 5X in women's and XS to 3X in men's. Some pieces, such as crop tees, short-shorts, and graphic tees, will set you back a mere $5, while 80% of the assortment will be priced below $15.
Fashionable VisionariesWalmart's taken a fresh approach with this No Boundaries reboot, assembling a team of fashion designers, each with years of experience crafting trendy threads for this Gen Z crowd[1][2]. This new direction reflects a significant shift in the retailer's strategy, as they strive to tailor their brand messaging directly to young consumers.
Budget-Friendly ChicWith consumers exercising caution in their spending on discretionary items like clothing, own-brands have gained prominence as a way to provide value and set products apart from competitors. Brands like Macy's, Stitch Fix, Dillard's, and Target have all embraced this strategy, as private label sales continue to rise, totaling over $210 billion last year[5].
As part of their push to resonate with younger consumers, Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands, has spearheaded this revamp. Brown joined Walmart after stints at the likes of Nordstrom[6].
The No Boundaries revamp is one of several initiatives Walmart's undertaken to boost its fashion apparel game. Previously, Walmart unveiled various private labels, and even acquired menswear DTC brand Bonobos and female-focused apparel brands such as Eloquii and Modcloth[7]. However, the recent discontinuation of those brands marks a shift in emphasis. This time around, the focus is on casual style and affordability, with baggy jeans, oversized sweat sets, and sustainable fabrics making up the collection[8]. No Boundaries will also introduce a sleepwear line for the first time, and some bras will sport eco-friendly plant-based pads made from over 75% sugarcane.
- Walmart's No Boundaries, a rebooted private label targeting Gen Z, will be available both in stores and online starting July 16, and will also be launched through Walmart Discovered on Roblox.
- The revamped $2 billion No Boundaries brand offers an extensive collection of 130 items, including clothing, intimates, shoes, and accessories, with sizes ranging from XXS to 5X for women and XS to 3X for men.
- The new No Boundaries collection boasts affordable prices, with nearly 80% of the assortment priced below $15, and some pieces, such as crop tees, short-shorts, and graphic tees, available for just $5.
- To cater to the fashion tastes of Gen Z, Walmart has hired a team of fashion designers with experience in creating trendy apparel for this demographic. This move represents a shift in the retailer's strategy to tailor their brand messaging directly to young consumers.
- As private label sales continue to rise, Walmart, along with brands like Macy's, Stitch Fix, Dillard's, and Target, is embracing this strategy to offer value and differentiate their products from competitors, with total private label sales surpassing $210 billion last year.
- In an effort to boost its fashion apparel game, Walmart has introduced a sleepwear line and eco-friendly plant-based pads for some bras in the No Boundaries collection, made from over 75% sugarcane, further emphasizing affordability and sustainable materials in the design of the collection.
