Walmart wants to become a cooler place to shop for Gen Z. Walmart’s U.S. fashion team’s efforts to win the elusive “cool” label have been hard to miss on social media. On TikTok, Walmart fashion recommendations are popular, whether it’s their $45 cashmere sweaters or $25 beaded bags that look like they cost way more. But while apparel is now one of their fastest-growing categories, they’re still struggling to overcome a big hurdle: their “deeply uncool reputation.” After years of unsuccessful trendy collabs, Walmart is taking a new approach to attract young shoppers by hiring designers from places like Target and Gap (!!), refreshing their in-house brands, bringing in outside labels, and leaning into dupes (hello, Walmart Birkin). However, it’s worth noting that YPulse data shows Walmart is already one of the coolest places to shop for clothes according to young consumers. (The Cut)
👀 Read more from YPulse: In College Students’ 15 Favorite Fashion Brands, Walmart is Number Four
