Walmart kicks off multicity fashion tour

Dive Brief:

• As a way to “shorten the distance between inspiration and commerce,” Walmart is hosting a Walmart Style Tour in September and October, the retail giant announced Friday. 
• The tour will stop at more than 40 destinations across the U.S., including Chicago, New York and Los Angeles. During the tour, the retailer will provide recommendations from stylists, personalized product giveaways and shoppable QR codes. 
• The tour will also highlight its apparel lines, including Free Assembly and Scoop. Shoppers can choose from a range of fall styles, such as denim, skirts and dresses, per the announcement.

Dive Insight:

With the tour, Walmart aims to give as many customers as possible a closer look at its fall fashions that are available in stores and online. 

“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,” Kim Tunick, group director, brand experiences and partnerships, Walmart, said in a statement. “We’re elevating our shopping experience and bringing the style, the styling tips, and fun right to them.”

Walmart’s efforts to highlight its fashion offerings follow the shaping of its apparel assortment in recent years. In 2019, the company sold the ModCloth brand to Go Global Retail for an undisclosed sum. Last year, the company sold the DTC menswear brand Bonobos for $75 million to WHP Global and Express Inc., a move it made after buying the brand for $310 million in 2017. 

Walmart has also resurrected a clothing collection to appeal to Gen Z shoppers. In July, the company relaunched its No Boundaries private label line. The update has more inclusive offerings including sizes XXS to 5X in women’s, and XS to 3X in men’s, and the majority of the assortment is priced below $15.

In addition to the tour, Walmart has been exploring other ways to reach new customers. For example, the company recently partnered with StockX to sell an assortment of pre-verified shoes from brands like Nike, New Balance and Asics.