Walmart is trying its hands at apparels yet again!
On Monday (21 September), the American retail bigwig launched ‘Free Assembly’ – a private clothing label that comes in the price range of US $ 9 and US $ 45.
Back in 2018, Walmart had come up with several in-house apparel brands for women and men in addition to many direct-to-consumer fashion brands like ModCloth and Bonobos.
While ModCloth was sold to Go Global Retail in 2019, Bonobos has been downsized. Free Assembly, thus, is yet another effort on the part of Walmart to regain its space in apparel and fashion world.
What does this Free Assembly collection comprise!
The collection boasts of over 30 apparel and fashion products for women and 25 of the same for men.
The apparel line, developed by Dwight Fenton, is available both digitally and in select bricks-and-mortar stores. Reportedly, Dwight has developed lines for several reputed brands that also include Walmart-owned Bonobos.
The launch of Free Assembly yesterday comes on the heels of unveiling of a discount line from Eloquii that was bought by Walmart in 2018.
Though Free Assembly represents more of casual designs, industry experts believe it could just be a temporary adjustment before the retailer shifts back to highly priced apparels.
Neil Saunders, GlobalData Retail Managing Director, while speaking to Retail Dive, says Walmart can learn from Target, which did not just create brands, but also changed the way these brands were displayed and merchandised them in stores. Walmart needs to do that!
Walmart, the US multinational retail corporation, generates revenue of US $ 523.964 billion.