Walmart confirmed plans Tuesday to roll out new apparel and home brands this year in a bid to make a bigger splash online and woo shoppers with its exclusive merchandise.
Recent reports said the retailing giant would develop four new apparel lines and one new line of mattresses and bedding, known as Allswell. Allswell will mark the company’s first digital brand, sold exclusively via AllswellHome.com rather than in stores, Walmart said Tuesday.
The company said its apparel lines will be available nationwide, in stores and online by Thursday. The revamped clothing brands include Time and Tru for women, Terra & Sky for plus sizes and Wonder Nation for kids. An existing Walmart label known as George, which the company incorporated from its British unit Asda, is being reconfigured to sell only items for men.
Items from Time and Tru, Terra & Sky and Wonder Nation are already starting to appear across Walmart.com. The clothing is marketed as being affordable. For example, a men’s poplin shirt from George retails for $14.92, and a wedge sandal from Time and Tru for $19.88.
In its stores, Walmart said it’s “making improvements to its apparel departments to help customers find style inspiration and shop new looks.”
Starting next month, shoppers will notice new signage for the apparel brands, the company said. By this fall, it said, apparel displays will be upgraded, and some stores will undergo a more labor-intensive remodeling to make an open floor plan “for visibility and shopping ease.” Fitting rooms will also be refurbished.
Rival Target also has been investing heavily in its private-label brands, launching within the past year A New Day for women, JoyLab for athletic apparel, Goodfellow & Co. for men and Universal Thread for denim. It’s also been remodeling stores to make the apparel section feel more like a boutique.
At Walmart, some of its apparel banners such as Faded Glory, White Stag and Just My Size will be pulled from stores but will still be offered online in some instances. In acquiring Bonobos, Modcloth and Moosejaw, the company is building a bigger suite of clothing lines — with a fresher look — under its name.
As it announced late last year, Walmart is also in the midst of redesigning its website with a focus on home goods and fashion, which will include merchandise from Hudson’s Bay-owned Lord & Taylor. The company has hinted at other similar brand partnerships. The department store chain’s flagship shop on Walmart.com is set to be unveiled this spring.
Uniquely with Allswell, though, the home brand is meant to be shopped through a separate website. In selling luxe mattresses and limited-edition bedding sets curated by design influencers, Walmart aims to build brand recognition around a business that won’t tie directly back to its name.
The stand-alone, e-commerce model is seen as a way for Walmart to attract the high-end shoppers who have skirted away from the low-price retailer in the past. According to The Washington Post, Walmart is also preparing to unveil a digital beauty brand, known as Co Squared, that would operate via its own website.
Faded Glory Clothing & Accessories at Discount Prices
Shop Faded Glory
One of the top house brands sold at Walmart, Faded Glory has been extremely popular since its introduction in 1993 because it is very affordable and offers a wide selection of clothes. Walmart was officially founded in 1962, when Sam Walton opened his first store in Rogers, Arkansas. Walton had gained years of experience working for J.C. Penney and the Ben Franklin Stores, but Walmart Discount City (as the brand was originally named) introduced a new business model that aimed to offer the lowest possible prices.
Walmart spread like wildfire from the get-go, and it had expanded to 24 stores within just five years. The company went public in 1970, and it continued to grow rapidly across the country throughout the final decades of the 20th century. By the late ’90s, Walmart had secured a spot as the top U.S. retailer by sales revenue (a title it has never relinquished) and began to open its first stores overseas. Today, Walmart is the largest corporation in the world. The company operates more than 11,000 retail locations in 27 countries and is also the world’s biggest private employer. In addition to selling national brands, the mega-retailer also manufactures a number of house brands. Faded Glory is Walmart’s primary clothing brand, and it offers apparel for every demographic.
Babies & Kids Merchandise
The Faded Glory line for newborns and young babies includes many of the typical components of a layette set, such as bodysuits, socks, booties, and rompers. The brand also features options like pajamas, leggings, tights, and dresses for its youngest customers. Moving into clothes for slightly older kids, some of the most popular options for both boys and girls are Faded Glory jeans. Available in all the hottest styles, such as bootcut, relaxed, skinny jeans, and more, these pants are fashionable while being extremely affordable. You’ll also find garments like dresses, leggings, skirts, logo tees, tanks, shorts, and tunics for girls as well as polos, button-down shirts, slacks, cargo shorts, and cotton tees for boys. Outerwear options for both genders include lighter hoodies and fleeces as well as heavy bubble jackets.
Older kids and teens will appreciate the wide range of adult-sized clothes from Faded Glory. Jeans continue to be the most popular options, but you’ll also find garments like maxi dresses, jeggings, camisoles, swimwear, pajamas, cardigans, jackets, and much more. The brand even offers a limited maternity line, which includes some of the most basic essentials for moms-to-be–such as tees, tanks, and tunics.
Considering the speed at which kids grow, it doesn’t always make sense to make huge investments in their wardrobe. Brands like Faded Glory can be a lifesaver for parents who can’t afford to spend an arm and a leg on children’s clothes but still want to make sure that their tots are well dressed. Walmart’s reputation for affordability is extremely apparent when you take a look at the prices for its store brands like Faded Glory. These clothes are priced to sell, and they have been among Walmart’s top revenue streams for more than 20 years. Of course, cheap clothes won’t be quite as comfortable or durable as their pricier counterparts, but many kids will wear a single outfit so few times before growing that these qualities aren’t too important. For having such a vast selection that encompasses kids (and adults) of all ages, we give Faded Glory 4 stars out of 5.
You can find all the basics when you shop the Faded Glory brand at Walmart. Tops include camis, tanks, layering tops, t-shirts, graphic tees, blouses, tunics, polos, button-down shirts, and fashion tops. The brand also makes plenty of intermediate outerwear options like sweaters, hoodies, and cardigans. Jackets range from lighter material like denim and fleece to much heavier peacoats and puffer coats. The selection of dresses from Faded Glory is relatively limited, but it includes casual shirtdresses, kimiono dresses, and maxi dresses that are cute and flirty for everyday wear.
Jeans are available in cuts like skinny, straight, jegging, and bootcut–and you can find them in several different colors and washes. Other bottoms include chinos, twill pants, utility pants, and more. Leggings, shorts, skirts, and capris help ensure that you have plenty of options even when the weather is warm. Activewear includes workout clothes like shorts, tees, and tanks, which are designed to keep you cool and dry during your athletic endeavors. Faded Glory sleepwear ranges from pajama sets to robes to nightgowns, and you can also choose from an assortment of socks and hosiery. The brand has a versatile footwear selection that includes sneakers, sandals, flats, wedges, and more.
Faded Glory distinguishes itself from other Walmart exclusives with its sheer selection alone. It’s easy for any woman to build an entire wardrobe around these casual clothes that accentuate wearability and function without sacrificing style. While the options from the brand are all fairly basic, they are also designed to be timeless–ensuring that the fashions will never go out of style. These clothes certainly emphasize Walmart’s reputation as a discount retailer, and most of them are very affordable. While the manufacturer sacrifices quality to a certain extent in order to offer its clothes so inexpensively, Walmart has consistently sold Faded Glory apparel for more than 20 years, and the brand has developed a following among a wide range of shoppers. We give Faded Glory 4 stars out of 5.
Walmart steps up its apparel game
Big changes are afoot at the house of Walmart, with the discounter rolling out a number of new apparel brands in what observers say is a bid to woo shoppers from archrival Amazon.com, as well as traditional, more fashion-forward competitors such as Target, Kohl’s and Old Navy.
The low-cost brands feature selections for women, plus-size and kids. The new brands are Time and Tru in women’s apparel, replacing the DanskinNow label, along with Terra & Sky in plus-size fashions and Wonder Nation in children’s apparel. The new brands are replacing Faded Glory, White Stag and Just My Size. The Just My Size plus-size label, manufactured by Hanes, will continue to be available online. Walmart’s George label, which had been a big success at its Asda stores in the United Kingdom but received a lukewarm response stateside, is being refocused for men only.
The new brands were unveiled during a meeting last month at corporate headquarters in Bentonville, Ark., where a slideshow declared Walmart is “launching new brands, not labels,” and, “We will cover every aspect of fashion.”
According to a Bloomberg report, if the brands are successful they can help stave off Amazon.com, which is now the second-most-shopped apparel retailer, behind Walmart. At one time, apparel accounted for as much as 11% of Walmart’s total U.S. sales, but a fashion misstep of trying to become more fashion-forward — including running ads in Vogue — backfired badly. Walmart closed its Manhattan product development office as a result.
But Walmart has once again put apparel on the front burner. It has acquired Bonobos and ModCloth, and is seeking to become more trendy going forward, with about 10% of its apparel assortment being “trend right” and refreshed every three months. Another 40% of its offerings will be “fashion basics” that will last a season, while the remainder will be “basics” like tank tops that will be available year-round.
Walmart has consistently grown its online presence, currently offering more than 60 million items on its website, compared to 20 million in 2016. The company recently asked key vendors to offer it more grocery and general merchandise items with a price tag of at least $10 to make its online merchandising efforts more competitive and profitable against Amazon. Walmart is also further growing its online presence through acquisitions and partnerships.
Last November, Walmart announced it was teaming with Lord & Taylor, a 50-unit upscale department store operating in the Northeast and Midwest, that is a division of Canada’s Hudson’s Bay Company. This spring, Lord & Taylor will debut a branded flagship shop on Walmart.com and the Walmart app that will include apparel, shoes, accessories and jewelry. Lord & Taylor will own the inventory, which will be sent via free two-day shipping, and may fulfill some orders through Walmart’s dedicated eCommerce distribution centers.
“As retail continues to change, this flagship store creates enormous growth opportunities for Lord & Taylor and our brand partners,” said Liz Rodbell, president of New York-based Lord & Taylor. “Our customers trust us to deliver high-quality fashion apparel and accessories, and we will soon be able to extend the reach of that offering to new customers through this flagship store. Walmart.com is a shopping destination that reaches a wide base of customers looking for premium fashion brands. They are a great company for us to work with as we continue to grow our digital presence.”
Denise Incandela, head of fashion at Walmart U.S. eCommerce, and a former executive at both Ralph Lauren and Saks Fifth Avenue, said in November, “Our goal is to create a premium fashion destination on Walmart.com. We see customers on our site searching for higher-end items, and we are expanding our business online to focus on adding specialized and premium shopping experiences, starting with fashion. We’re excited that Lord & Taylor is part of the team we’re working with as we continue to create a new Walmart.com.”
Walmart is also seeking to reform perhaps the most iconic item of all American clothing items — denim blue jeans.
Blue jeans are made by a process developed in the early 1920s where natural indigo dye is applied to the fabric using harsh chemicals. The process requires using thousands of gallons of water to rinse the chemicals out of the clothing.
The Walmart Foundation, through the Walmart U.S. Manufacturing Innovation Fund, has supported a project at Texas Tech University where researchers are using a foam indigo dying technique on cotton fibers. According to Texas Tech, this method, which uses a frothy foam dye designed to penetrate the entire fiber, eliminates the use of harsh chemicals and reduces water and energy use by nearly 90%.
“This innovation could be a game changer for denim manufacturers by lowering costs and reducing environmental impacts,” Walmart noted on its website.