For the retailer's second DTC product line launch, Walmart is creating a line of yet-to-be-named luxurious apparel basics at an affordable price to attract a youthful clientele

Walmart announced that it will launch a private-label, DTC apparel basics line, to be designed by Bonobos founder and chief executive, Andy Dunn. The executive will serve as a project lead and SVP of Digital Consumer Brands.

This still-unnamed label marks Walmart’s second push into the direct-to-consumer marketplace, following its previously launched DTC mattress line, Allswell, back in February 2018, launched in an effort to compete with the market leader, Casper. Similarly to Allswell, Walmart’s upcoming apparel line primarily will be distributed via Walmart’s e-commerce website.

Walmart attempts to position itself as a competitor to the likes of Everlane, distinguishing itself from the latter by offering lower-priced products to appeal to Generation Z consumers. The line is reportedly to be designed by Bonobos designer Dwight Fenton. However, according to sources close to the company, much of the label’s design and production processes will be outsourced to a third-party vendor.

Through its acquisitions of Jet.com, Modcloth and Bonobos, Walmart is aiming to build a comprehensive e-commerce portfolio, providing a variety of niche offerings to address different consumer sectors and needs. By directly going after Generation Z consumers, Walmart rivals Target in an effort to compete with Amazon, the mega e-commerce platform whose portfolio already consists of several private-label clothing brands.

While Amazon remains the leader in the one-stop-shop e-commerce market, the retailer continuously struggles to entice luxury consumers. Accordingly, in tandem with its recent acquisition of Lord and Taylor, Walmart strives to differentiate itself from its competitors by appealing to customers oriented toward more higher-end offerings.

Walmart


Lead image: overview of the interior of a Walmart store's kids clothing section stock photo from Roman Tirapolsky/Shutterstock

Walmart announced that it will launch a private-label, DTC apparel basics line, to be designed by Bonobos founder and chief executive, Andy Dunn. The executive will serve as a project lead and SVP of Digital Consumer Brands.

This still-unnamed label marks Walmart’s second push into the direct-to-consumer marketplace, following its previously launched DTC mattress line, Allswell, back in February 2018, launched in an effort to compete with the market leader, Casper. Similarly to Allswell, Walmart’s upcoming apparel line primarily will be distributed via Walmart’s e-commerce website.