Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Walmart to launch new clothing brand online

US retailer Walmart is understood to be developing a new basics clothing brand aimed at Generation Z consumers.

Walmart, which owns Asda, is planning to launch a new clothing brand online, Business of Fashion reports.   

It is not known if it will be introduced into the UK market. 

The direct-to-consumer range will be digitally focused, rather than sold in store. It is the same approach Walmart took when it launched the Allswell home brand earlier this year.

The target market will be Gen Z customers (those born between 1995 and 2010). Market research company Mintel estimates Gen Z spend an estimated £34bn on themselves every year.

In terms of pricing, it has been suggested Walmart’s new brand will rival the San Francisco-based Everlane, which sells staples that start at  $15 (£12) for a T-shirt and climb to $175 (£135) for a leather handbag.

The new line seems indicative of Walmart’s intention to reposition its digital apparel offering in an effort to compete with the low prices and fast delivery time of Amazon. It also has plans to release the digital-only cosmetics line, Co Squared, later this year and has already developed four new clothing labels in 2018.  

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.