Walmart is transforming its No Boundaries fashion brand for young adults with a new, modern assortment. The $2 billion brand will feature updated fabrics, shapes, and styles while maintaining affordable prices. Walmart has assembled a design team specializing in products for Generation Z consumers to refresh the brand. This marks the first time Walmart has dedicated fashion designers to No Boundaries, showcasing a shift in the retailer’s branding strategy to better appeal to the Gen Z demographic. The revamped collection is set to launch in time for back-to-school and back-to-college shopping.
Refreshing Walmart’s private brand portfolio is a key part of their fashion strategy, aiming to appeal to both their current customers and the younger generation. With 145 million U.S. customers weekly, Walmart sees a great opportunity to target Gen Z shoppers with their new brand, No Boundaries. This brand focuses on fit, quality, style, and fabrics that resonate with young adults who value self-expression in their fashion choices. A survey found that up to 80% of Walmart customers prefer pieces they can mix and match to create their own unique style. No Boundaries embodies this individuality, offering casual trend and weekend wear essentials that allow customers to personalize their look. Walmart is adapting to the evolving fashion landscape by catering to the preferences and values of the next generation of shoppers.
Launching on July 16, the No Boundaries line will feature 130 pieces on Walmart.com and in stores. The collection includes women’s clothing, intimates, men’s clothing, shoes, and accessories. Style highlights include modern shapes like baggy fit jeans and cropped tees, as well as high-quality fabrics like seamless stretch and lux fleece. The brand will also introduce a sleepwear line and plant-based bra pad made from sugarcane. Most items will retail for under $15, with many pieces priced at just $5 including crop tees, short-shorts, and graphic tees.
Walmart has expanded its No Boundaries line to be more inclusive, offering sizes ranging from XXS to 5X for young women and XS to 3X for young men. In an effort to reach Gen Z customers, Walmart will promote the line on social channels like Roblox, where users can buy real-world No Boundaries outfits and unlock virtual twins. This initiative is part of Walmart’s strategy to engage with Gen Z consumers on popular platforms like Roblox.
