Can Walmart Become a Fashion Destination? – RetailWire

Walmart is launching its first-ever Walmart Style Tour this fall, a 40-stop traveling fashion event aimed at bringing affordable, on-trend fashion directly to customers.

This comes as a result of Walmart’s mission to become a “fashion destination.” According to the retailer’s official website, “Walmart is on a mission to democratize fashion, offering access to quality fashion and style at extraordinary price points. At all Style Tour stops, shoppers can experience the best of Walmart Fashion, from the Scoop and Free Assembly lines under Creative Director Brandon Maxwell, to the latest trending styles for fall across the assortment, including denim on denim, utility chic, elevated essentials, standout skirts, the dress edit and more.”

The tour kicked off at the Taste of Chicago on Sept. 6 and runs through October, offering style tips, personalized color analysis, and exclusive giveaways at each stop. Shoppers can access shoppable items via QR codes and engage with various fun activities using the hashtag #WalmartFinds.

The tour is designed to enhance Walmart’s shopping experience by connecting with customers at events they are already attending and showcasing fashion through Walmart’s online and in-store platforms. All details, tour dates, and locations will be posted at WalmartStyleTour.com.

“We’re constantly looking for new ways to meet our customers where they are and add value to their lives. The Walmart Style Tour is the first time we are creating this kind of experience for fashion, and we can’t wait to bring it to communities across the country at events we know our customers are already planning to attend. We’re elevating our shopping experience and bringing the style, the styling tips, and fun right to them. We’re thrilled to make 40+ stops across the country and help our customers find the things they love.”

Kim Tunick, group director of brand experiences and partnerships at Walmart, via Walmart

Walmart is serious about making a statement when it comes to both fashion and being a leading fashion retailer.

According to Business of Fashion (BoF), in a historic move, Walmart launched a public retail space focused on fashion in New York City, the “only place in America where residents don’t have local access to the big box store.” Specifically, it created a pop-up boutique that was open for two days during New York Fashion Week this past weekend. In the space, Walmart displayed apparel from Scoop and Free Assembly, two in-house brands, and “most pieces, from blouses to shoes, cost between $30 to $40.”

In general, the retailer has upgraded its fashion offerings, revamped the shopping experience, and is actively working to shift consumer perceptions. “These are the kind of things that we want to do more often so that we can continue to be in front of the customers to show them we’re here,” Denise Incandela, executive vice president of fashion at Walmart U.S., told BoF, explaining that the ultimate goal is to become the “number one destination for fashion.”

Additionally, The Associated Press reported in July that Walmart “spent three years overhauling its mix of adult apparel to make it stylish as well as sensible for middle America.” Specifically, it refreshed and relaunched its store brand No Boundaries, hiring a team of fashion designers dedicated to the brand for the first time. Per AP, “The retooling of the No Boundaries label is part of a strategy to get customers to think of Walmart as a place to buy cool clothes along with groceries.”

“We have created a brand that is more modern, has better quality, has silhouettes that are more relevant to the Gen Z customer. We’re improving the shopping experience, but we have to change that perception.”

Denise Incandela, executive vice president of fashion at Walmart U.S., via AP

As Walmart continues to elevate its fashion offerings and improve the shopping experience, the Style Tour marks another step in its quest to redefine itself and become a top destination for stylish, accessible fashion.