Walmart has launched a new fashion brand, Scenario, which has a 280-piece collection spanning apparel, shoes, jewelry, and accessories.
The retailer has a goal of producing an affordable range of bohemian-inspired clothing that is accessible to customers, with the majority of items priced under $25.
This move aims to meet shopper demand for the “boho” style preferences, with research discovering that nearly one in five women identify the trend as one of their main preferences.
Walmart took the opportunity for the rising demand of modern bohemian style to create a budget-friendly collection that can be used in everyday settings.
The retailer’s collection offers a wide variety of products, including a Cotton Tee, Pleat Cuff Sweatshirt and woven Mary Jane flats for $7.98, $14.98, and $28.98, respectively.
Denise Incandela, EVP of fashion at Walmart US said: “We are on a journey to democratize fashion because we believe everyone should have access to beautiful clothes, regardless of their budget.
“Scenario brings a feminine, modern bohemian point of view to Walmart, with incredible style and quality at an extraordinary value.”
The launch of the own-label clothing line is a business move that is part of Walmart Fashion’s wider transformation strategy.
Over the last five years the retailer has expanded with 15 private fashion brands as it aims to invest in design and quality while giving shoppers a unique offering.
According to the business, own-label brands now account for over half of Walmart fashion sales as the retailer invests in delivering quality products to attract more consumers.
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