• by Sarah Mahoney  @mahoney_sarah, June 19, 2024

Walmart, aware that it isn’t exactly a fashion leader, wants to get Gen Z’s attention.

The retail giant is relaunching No Boundaries and aiming the private-label brand squarely at younger shoppers, with a splashy launch on Roblox and social media. It hopes to woo consumers away from national names like American Eagle Outfitters and Abercrombie & Fitch.

And the relaunch of the $2 billion brand may have bigger ramifications: while the retailer dominates in grocery, it recently told investors that it realizes Walmart’s home and apparel assortment has an outsized significant impact on consumer impressions of the brand overall and that it intends to increase marketing in those categories.

Walmart says that 80% of “reimagined” No Boundaries items will cost less than $15 and roll into stores just in time for back-to-school and back-to-college shopping. And in a first for the Bentonville, Arkansas-based company, it hired a team of designers dedicated to the No Boundaries brand.

“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,” says Jen Jackson Brown, senior vice president of Walmart U.S. fashion brands, in the retailer’s announcement. “There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand with 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.”

In terms of private-label fashion statements, rival Target continues to shine brighter, with hit brands like Cat & Jack for children’s clothing and All in Motion, a sportswear brand.

Set to debut next month, the collection includes 130 pieces for men and women, such as baggy-fit jeans, cropped tees and oversized sweat sets. For the first time, it will offer sleepwear. In a nod to the eco-concerns of young consumers, it is even including a plant-based bra pad, made of 75% sugarcane, in certain select top bra styles. The collection is size-inclusive, ranging from XXS to 5X for women and XS to 3X for men.

Walmart is marketing the new collection on social media and planning to sell the clothing on Roblox.

While observers have cheered Walmart’s recent financial performance, especially as it has gained share among higher-income shoppers, it continues to be weak in sales of general merchandise, which includes clothing, home furnishings and electronics.

“Home and apparel assortment has a significant impact on consumer impression of the brand,” writes Peter Benedict, an analyst who follows Walmart for Baird and expects it to outperform competitors. “Increased marketing around these categories can help Walmart connect with new customers, particularly higher-income cohorts,” and expand sales with its existing customer base.