Fashion designer Brandon Maxwell has been overseeing multiple brands for Walmart, as the retailer looks to shift from selling basic apparel to fashion.
has been a place to shop for low-cost basics. Now, the retail giant is officially pushing into fashion with a capital F — competing once again withThe move has been a gradual one. The company hired Saks Fifth Avenue veteran Denise Incandela in 2017 (she is executive vice president ofin 2021. And this month, Walmart president and chief executive officer Doug McMillon told analysts that the company is ready to step on the gas when it comes to fashion.
“The possibilities are endless,” Maxwell said. “What I see with the Scoop customer is that she is willing to take risks. She’s excited about fashion, and she’s very aware of what’s going on, and she has a very solid sense of herself. And that has been so fun to try certain things and to see them on the customers and to see them react.” Maxwell’s efforts are part of broader apparel changes that Incandela has implemented since she joined the business.
“Walmart should be democratizing fashion,” she said. “We have the scale, we have the strategic supplier relationships, and now we have the designers and our own design team that we built in New York, which is all new for us, building out these brands. So instead of building labels, we’re working to build brands.”
The mass giant was good at what it did, but now it’s upping its game thanks in part to its large, digital transformation. Now, Walmart is the second largest player in fashion, according to Coresight, which clocked Amazon at $56.4 billion last year — almost double Walmart’s take.
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