By Siddharth Cavale
NEW YORK (Reuters) – Walmart (NYSE:) will relaunch a private label aimed at Generation Z customers, it announced on Thursday, to take on rivals and cross-sell products to customers.
Walmart will relaunch its 30-year-old private label 'No Boundaries' fashion line in July, offering products popular with Generation Z, including oversized T-shirts and baggy jeans, said Denise Incandela, executive vice president of fashion at Walmart. US, at a conference in New York. York. The brand generates $2 billion in sales for Walmart annually.
The range of 130 items will include men's and women's clothing, underwear, shoes and a plant-based bra, whose pads are made from 75% sugar cane, a Walmart spokesperson said.
He added that 80% of the products will be priced under $15, but will also include products priced at $5, such as printed T-shirts, shirt dresses and shorts.
“We're going after this Gen Z target market in a big way,” Incandela said at the CommerceNext conference in New York, adding that the launch would be supported by a big marketing push on TikTok, Roblox and instagram. Incandela noted that 80 million Gen Z users use Roblox for about two hours every day, making it a good opportunity to connect with this group.
Walmart's core customer tends to be older than Generation Z (those born between 1997 and 2012), but it says it has been attracting increasingly new customer demographics due to its weight in the grocery sector. Shoppers have focused on food and staples over the past two years due to high inflation and high interest rates, driving Walmart's annual sales to new records.
As more Gen Z customers come to buy shampoo and bananas at Walmart, the company has a better opportunity to cross-sell products, the Walmart spokesperson said.
“We believe we are uniquely positioned to win with Generation Z because of our pricing,” Incandela said.
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