Walmart launches Scenario fashion brand with most items under $25
Key Takeaways
- •Scenario is Walmart’s new women’s fashion brand, and most items are priced below $25.
- •The collection includes apparel, shoes, jewelry, handbags and other accessories, with 280 styles planned for stores.
- •Walmart says the line is aimed at women around age 35 who want trendier fashion than its current brands have offered.
- •Some shelf space previously used for Time and Tru will shift to Scenario, while Time and Tru continues with a smaller assortment.
- •Walmart said it has launched or relaunched 15 private brands in the past five years as it modernizes its fashion business.
Walmart is making a new push for younger, style-conscious shoppers with a women’s fashion brand in which most items are priced at less than $25.
The retailer is rolling out Scenario, a modern bohemian collection that includes apparel, shoes, jewelry, handbags and other accessories, in all of its stores. Walmart said the launch features 280 styles.
"We’ve been on a journey to democratize fashion by focusing on expanding our assortment, elevating the experience in-store and online, reaching new customers and changing [the] perception [of] Walmart fashion," a spokesperson for the retailer told FOX Business in an email.
The news was first reported by The Wall Street Journal.
Scenario is aimed at women around age 35 who want trendier details than Walmart’s existing brands have traditionally offered, according to The Wall Street Journal. The line includes embroidered blouses, pintuck denim shirts and faux leather bags, with a focus on natural fabrics such as cotton, the outlet reported.
Walmart said it developed the brand after research found nearly one in five women ranked bohemian fashion among their preferred styles, even though none of its existing private labels were seen as directly serving that look.
Scenario will take over some space previously devoted to Time and Tru, Walmart’s women’s brand centered on classic wardrobe staples, according to the Journal. The retailer tested elements of the bohemian aesthetic within its Time and Tru assortment before deciding to create a dedicated lifestyle brand, the company said.
The existing brand will continue with a smaller selection focused on its most popular items, the outlet reported.
"This is an ‘and’ strategy," Denise Incandela, executive vice president of fashion for Walmart U.S., told the Journal. "We’re still going to cover those big-volume driving socks and underwear and denim and Ts."
Walmart said it has launched or relaunched 15 private brands over the past five years as it works to modernize its fashion business. The company also said it has expanded its selection of premium brands through its online marketplace, signaling that Scenario is part of a broader effort to widen its apparel mix while still keeping core basics in place.
