For its latest revamp, Walmart released its own private-label clothing line. The retail collection, called Free Assembly, features mens and womens clothing in prices ranging from $9-$45. It features 50 different pieces, including blazers, coats, dresses, and denim. Free Assembly is designed to carry fashion basics, and produces many of the pieces out of sustainable materials, such as organic cotton or Fair Trade Certified Denim. The low-priced, basic pieces could help Walmart stay in fashion through changing trends and remain competitive against other affordable retailers like Kohls, and Target. The private label, which was created in-house, has been in the works for two years and will now roll out online and in-store at Walmart’s across the U.S.
The launch of Free Assembly could help Walmart increase the time consumers spend online or in-store shopping. With many consumers going to Walmart stores during the pandemic to pick up groceries and essential items, the debut of its fashion line could encourage them to pick up clothing as well. To attract new, at-home consumers during the pandemic, Walmart leaned into its e-commerce business where it redesigned the Free Assembly landing page to entice and interact with shoppers. By improving its digital capabilities, Walmart could expand its geographical reach and shift casual browsers into loyal customers, according to a Gartner report. Additionally, while Walmart may not have been a Gen Z shopping destination in the past, the Free Assembly line—with its affordable, trendy, and sustainably made clothing—could attract them now. Walmart has promoted Free Assembly on Instagram with the hashtag #WalmartFashion, which could also build buzz with younger shoppers.
Free Assembly allows Walmart to expand its fashion footprint and appeal to retail shoppers as a destination full of products they cannot find anywhere else, potentially boosting its image and growing consumer loyalty.