Sep 23, 2019
2 minutes
Walmart Canada unveils new fall fashion line
Sep 23, 2019
Walmart Canada launched last week the 'I'm Wearing Walmart' campaign, alongside its new 2019 fall collection aimed at proving that affordable fashion can be stylish.
"For 25 years we've been a destination for affordable apparel for the entire family. Now we are focused on elevating Walmart's apparel offering and furthering the company's position as a destination for affordable fashion that is on-trend and stylish," explained Bertrand Loumaye, chief merchandising officer at Walmart Canada.
"With an apparel offering that extends across name brand, private brand, licensed apparel, footwear and accessories, we are excited to offer such an extensive assortment to our customers and make them proud to say, 'I'm Wearing Walmart'."
To do so, Walmart organized a fashion show in Paris, Ontario, riffing on the international fashion weeks, where the brand was only revealed once the show was complete.
Walmart hosted similar fashion shows at a local Walmart in London, Ontario, and at a field in Milan, Quebec, where associates and local residents were invited to walk the runway.
"We saw some truly delightful reactions as a result of the brand unveil after the fashion show in Paris, Ontario. The sentiment from residents was, 'I can't believe that outfit is from Walmart!', which was the intention of the campaign; to surprise and delight customers," said Tammy Sadinsky, vice president, marketing communications at Walmart Canada.
"The fashion show was meant to articulate our belief that everyone can have great style. We believe in affordable fashion for all."
The new collection from the company's house brand, George, was designed with an emphasis on “fashionable pieces” featuring warm spicy autumn colours and trendy patterns, like animal prints and romantic winter florals for women and classic plaids and retro stripes for men.
The company has also had a focus on expanding its maternity line and increasing its ladies plus size assortment.
It's all part of Walmart's apparel transformation, which also extends to its online store where customers can find additional product and colour offerings. It has equally improved its online experience for shoppers with better search, access to more customer reviews and complementary clothing recommendations.
Walmart currently operates over 400 stores nationwide.
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