With Plans to Turn Around Fashion Business, Walmart Debuts ‘Elevated’ Men’s and Women’s Brand

Over the past few years, Walmart has ramped up its arsenal of fashion brands in a bid to compete more heavily in the style space and nab a larger share of consumers’ wallets. Today, the big-box giant is doubling down on that goal with the launch of a new men’s and women’s label — developed by an in-house team of designers led by former Bonobox exec Dwight Fenton. In a statement, the Bentonville, Ark.-based company announced the debut of Free Assembly, touted as a “modern fashion brand that offers elevated style essentials at an incredible value.” The fall line includes more than 30 items for women and 25 pieces for men, each priced between $9 and $45. “Through our ongoing strategy of expanding our assortment for our customers, we’ve shown that we’re serious about establishing Walmart as a fashion destination,” said Denise Incandela, SVP of Walmart’s women’s group, elevated and online brands. “With Free Assembly, we had a vision to create a new kind of brand that would entice any fashion shopper.” According to Walmart, the collection has been two years in the making. Along with Fenton, a team of women’s and men’s designers, tech designers and product managers came up with the brand concept,

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