Walmart Debuts Brandon Maxwell’s Spring Collection
As shoppers get ready for spring, Walmart is debuting new fashion-forward apparel to try to reel in consumers seeking style on a budget.
The retailer is unveiling the spring collections for Free Assembly and Scoop, two of Walmart’s exclusive apparel brands. The brands are the first from Brandon Maxwell, a fashion designer and judge on Bravo’s “Project Runway.” Maxwell has his own luxury brand and a history of dressing famous women from Michelle Obama to Lady Gaga. Walmart tapped him as the brands’ creative director last spring.
The new collections include clothing and accessories and are rolling out to its website and select stores in the coming weeks. It’s part of Walmart’s ambitious effort to become known as a destination for affordable fashion — not just the purveyor of socks, T-shirts and other basics. Nearly 60% of Walmart’s annual revenue comes from grocery, but apparel, home decor and other general merchandise drive higher profits and can boost the number of items in shoppers’ baskets.
