Walmart’s EVP of Fashion Denise Incandela wants the value retailer to be customers’ first choice for fashion. It’s a lofty goal, but she’s making strides, as evidenced by two new high-profile fashion releases — a second swimwear collection from Megan Thee Stallion and a trend-forward apparel collection inspired by The Devil Wears Prada.
During a session at the NRF Big Show earlier this year, Incandela shared her strategy to target the “white space” of apparel priced from $15 to $40, a bit of a risk given that “60% of Walmart shoppers had been shopping at [apparel] price points of $15 or less,” she said.
However, “we realized we were not supporting our customers’ closets, just the bottom of the closet,” Incandela added. “That was a big ‘a-ha’ for us, because we have all these people (145 million weekly) in our stores because of the groceries and consumables Walmart sells, but we weren’t serving our growth customers — the more urban millennials and Gen Z. Walmart fashion had mostly been in the socks and underwear business,” Incandela added. “We were winning on price, but we weren’t winning on quality, aesthetic and style.”
Both of the collections announced this week are far removed from socks and underwear.
Megan Thee Stallion Brand Expands from Women’s to Include Men’s and Pets
Megan Thee Stallion models her latest Hot Girl Summer collection. (Image courtesy Walmart)
Three-time Grammy award-winner and entrepreneur Megan Thee Stallion has unveiled the second collection of her Hot Girl Summer swimwear brand, available exclusively at Walmart.
The size-inclusive collection, which was designed entirely by Megan and has expanded into men’s swimwear and pet wear, is now available at nearly 500 Walmart stores across the country, as well as Walmart.com and MeganTheeStallion.com.
“After the incredible response to Megan Thee Stallion’s debut swim collection last year, we’re excited to build on that momentum by expanding Hot Girl Summer into a true lifestyle brand,” said Ryan Waymire, SVP of Women’s Fashion at Walmart U.S. in a statement. “From women’s and men’s swim to pet apparel, this collection brings Megan’s signature confidence, inclusivity and bold style to more customers than ever — at the great value they expect from Walmart.”
The latest installment of Hot Girl Summer, coming a year after the brand debuted with its first drop, includes a fresh assortment of bikinis, one-piece swimsuits and swimsuit cover-ups. New additions also include a nine-piece men’s collection featuring swim trunks and tank tops emblazoned with “Hot Boy Summer” and pet apparel such as “barkini” sets and dog tees. Items are priced from $18 to $32.
“I really wanted to expand my reach with this year’s collection and bring everyone into my Hot Girl Universe,” Megan said. “Our brand is all about inclusivity, so it was important for me to design pieces for everyone to kick off the summer in style. It’s going to be so much fun seeing the Hotties and their pets wearing their matching looks.”
Devil Wears Prada Inspires Latest Offering from Walmart Private Label, Scoop
‘The Devil Wears Prada’ inspired the latest collection for Walmart private label Scoop. (Image courtesy Walmart)
Walmart also has introduced a limited-time collection from its contemporary private label brand Scoop, inspired by The Devil Wears Prada in advance of the forthcoming sequel that will hit theaters May 1. Now available for pre-order and dropping April 20 online and in select stores, the collection blends editorial-inspired fashions with wearable, trend-forward design.
Designed for self-expression and versatility, the collection channels New York City style with strong tailoring, elevated denim, structured dresses, statement accessories and bold pops of color, with prices ranging from $16 to $54. Hero items include tailored blazers and suiting pants, coordinated denim sets, structured dresses, iconic red pumps and statement belts, with select pieces drawing inspiration from visual elements from the film, including a fluid trench in red and blue tones.
“The Devil Wears Prada Scoop Collection brings together the confidence, polish and fashion influence customers love with the incredible value they expect from Walmart,” said Waymire in a statement. “Through our exclusive Scoop brand, we’re able to deliver a limited-time collection that feels stylish, versatile and culturally relevant — making incredible style more accessible for customers everywhere.”
