Walmart’s Scenario line will offer women’s clothing, bags and accessories, with most items priced at USD 25 or less, The Wall Street Journal reported.
The retailer plans to launch the owned fashion brand this fall. Walmart is targeting younger shoppers who often buy trend-focused apparel from rivals such as Target and Amazon.
Denise Incandela, executive vice president of fashion for Walmart U.S., told the Journal that customers valued Walmart for price but gave it less credit for style and quality.
She said about 80% of apparel spending by existing Walmart shoppers went to higher-priced retailers, according to the Journal. Walmart has recorded growth in clothing and accessories for seven consecutive quarters.
The company already sells its Tried and True house brand, which generates about USD 2 billion annually, according to the Journal.
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That line mainly appeals to shoppers aged 55 and older. The scenario is designed to broaden Walmart’s fashion reach without replacing basic apparel such as socks, underwear, denim and T-shirts.
The launch comes as Walmart’s comparable sales growth slowed to 2.6% in the second quarter of fiscal 2027 from 4.1% in the first quarter, according to the earnings figures.
Meanwhile, global e-commerce sales rose 23% during the quarter.
