We inform you that on this website we use our own and third-party cookies to collect information about its use, improve our services and, where appropriate, display advertising by analyzing your browsing habits. You can expressly accept its use by pressing the "ACCEPT" button or configure and select the cookies you want to accept or reject in the settings. You can also get more information about our cookie policy here.

The global fashion business journal

Sep 26, 20202:49pm

Walmart targets Generation Z with new fashion brand

The American retail chain is working on an online-only clothing label aimed at young consumers. The project is spearheaded by Andy Dunn, founder of Walmart-owned ecommerce site Bonobos.

Aug 8, 2018 — 5:00pm
MDS
Save

Walmart targets Generation Z with new fashion brand

 

 

Walmart strengthens its fashion portfolio. The American retail chain is working on the launch of a new clothing brand aimed at Generation Z consumers. The label will only be traded through ecommerce.

 

At the forefront of the initiative is Andy Dunn, founder and chief executive officer of Walmart-owned ecommerce site Bonobos. The company acquired the business in 2017 for 310 million dollars (267 million euros).

 

The collection of the new brand, which will be based in basic clothing, is also being designed by Bonobos’ in-house team, led by Dwight Fenton. However, Walmart will outsource the majority of design and manufacturing functions to third-party suppliers, according to Business of Fashion.

 

 

 

 

Through its fashion efforts, Walmart is aiming to increase its presence in the ecommerce field. The group’s goal is to increase traffic in its online platforms in order to compete with Amazon, a retailers that’s gaining market share with low prices and fast deliveries. In 2016, Walmart online business reached 13.48 billion dollars (12.68 billion euros), accounting for 2.8% of total sales.

 

Walmart has bouhgt several fashion businesses in the last couple of years. Among the company’s recent acquisitions are pure players such as Bonobos, ShoeBuy, Moosejaw and ModCloth.

 

Advertising
Participation rules

info@themds.com

 

Validation policy for comments: 

 
MDS does not perform prior verification for the publication of comments. However, to prevent anonymous comments from affecting the rights of third parties without the ability to reply, all comments require a valid email address, which won’t be visible or shared.
 
Enter your name and email address to be able to comment on this news: once you click on the link you will find within your verification email, your comment will be published.

0 comments — Be the first to comment
...