Business
Walmart Relaunches No Boundaries, its $2B Modern Fashion Brand Designed for Gen Z
Reintroducing No Boundaries: a reimagined young adult brand that celebrates the unlimited potential of self-expression, with 80% of items priced under $15
About this update from Walmart Inc.
[{"type":"text","content":"\nReintroducing No Boundaries: a reimagined young adult brand that celebrates the unlimited potential of self-expression, with 80% of items priced under $15\n\n\n BENTONVILLE, Ark.--(BUSINESS WIRE)--\nToday, Walmart announced its latest private brand transformation in reimagining one of its largest and most well-known fashion brands, No Boundaries. The $2B+ brand for young adults will bring customers a modern, relevant and youthful assortment with new fabrication, shapes and styles, all at the same great prices Walmart has always offered and just in time for the back-to-school and back-to-college shopping season.\n\n\nTo refresh the legacy young adult fashion brand, Walmart hired an expert design team with years of experience in creating products for the Gen Z customer. This is the first time Walmart has dedicated fashion designers to the No Boundaries brand and reflects a major shift in how the retailer is thinking about building and reintroducing a cohesive brand that speaks directly to the Gen Z customer.\n\n\n“Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers, but the next generation of Walmart shoppers,” said Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands. “There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices. We have 145 million U.S. customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with intention to reach this young adult audience by focusing on fit, quality, style and fabrics that resonate with them.”\n\n\nGen Z is driven by self-expression and looking for fashion brands that inspire and celebrate their journey. Based on a survey of Walmart customers, up to 80% of what they purchase are pieces they can mix and match to make their own. That individuality is core to the No Boundaries brand DNA – style rooted in casual trend and weekend wear with of-the-moment, youthful essentials designed to make their own.\n\n\nLaunching in stores and on Walmart.com on July 16, the new No Boundaries line features 130 pieces that span women’s clothing and intimates, men’s, shoes and accessories. Style highlights include new modern shapes like baggy fit jeans, drop shoulders, ...