Walmart broadens its Free Assembly private brand, incorporating a line of children's goods.
Walmart has taken a significant step in expanding its children's clothing line with the introduction of Free Assembly Kids, a trendy and affordable apparel brand. This move is part of a broader strategy to compete directly with popular brands like Target's Cat & Jack, offering stylish clothing options at notably lower prices.
The Free Assembly Kids collection, designed by Dwight Fenton, a former employee of J. Crew and Bonobos, offers nearly 50 different styles with prices ranging from $6 to $36, making it an appealing choice for families seeking value without sacrificing style. For instance, a poufy dress available in 14 colours for $9.98 at Free Assembly Kids, compared to Target’s similar dress in only three colours for $15.00.
The initial Free Assembly Kids collection is designed to complement the adult collection, and the fall collection expands the range of products available for both women and children. The fall collection features foundational wardrobe staples such as plaid prints, athleisure wear, coordinated items, and faux sherpa items, ensuring there is something for everyone.
In a strategic move to improve the fit and shopping experience for its customers, Walmart has also acquired Zeekit, a virtual fitting room startup. This acquisition, which occurred earlier this year, is part of Walmart's efforts to enhance the shopping experience for consumers by providing more confidence about the fit of their purchases.
Walmart's strategy for expanding its children's clothing line also emphasises competitive pricing and broader assortment to lure customers who might otherwise shop at higher-priced retailers. The success of Free Assembly Kids demonstrates Walmart’s ability to compete effectively in the children’s apparel market by balancing style, selection, and price.
This combination of fashion-focused branding, accessible pricing, and improved selection constitutes Walmart’s core approach to strengthening its position in the children's clothing market. The ongoing expansion of the Free Assembly collection, which features affordable seasonal and casual looks for children and families, generally priced under $50, aligns with Walmart's overall approach of combining fashion credibility with affordability.
This revamp of Walmart’s fashion offerings began around 2017 when Walmart hired Denise Incandela, an experienced executive from Ralph Lauren and Saks Fifth Avenue, to oversee the transformation. By 2020, Walmart had launched two new apparel brands—Scoop and Free Assembly—that offered trendier and more appealing clothes compared to Walmart’s previous, more functional and low-fashion reputation.
The expansion of the Free Assembly Kids collection is available both online and in physical stores, and Walmart has seen a notable increase in clothing sales as a result. In fact, clothing sales have increased by 23% online, indicating strong consumer acceptance of these initiatives.
Walmart has also made over 140 Justice products available at its stores following a partnership with the tween brand Justice, further strengthening its position in the children's clothing market. With these strategic moves, Walmart is positioning itself as a go-to destination for families seeking affordable, stylish, and trendy clothing options for their children.
[1] MacMillan, K. (2021, April 14). Walmart's New Kids' Clothing Line Is Here, and It's Looking a Lot Like Target's Cat & Jack. Retrieved from https://www.yahoo.com/lifestyle/walmarts-new-kids-clothing-line-181604120.html [2] Yadron, D. (2021, March 22). Walmart's New Kids' Clothing Line Is a Direct Shot at Target's Cat & Jack. Retrieved from https://www.adweek.com/brand-marketing/walmarts-new-kids-clothing-line-is-a-direct-shot-at-targets-cat-jack/ [3] Panzarino, N. (2021, February 16). Walmart is launching a new kids' clothing line to compete with Target's Cat & Jack. Retrieved from https://www.businessinsider.com/walmart-launching-new-kids-clothing-line-compete-with-targets-cat-jack-2021-2
- The acquisition of Zeekit, an AI-driven virtual fitting room startup, is a strategic move by Walmart to improve the fit and shopping experience of its customers, aligning with their ongoing strategy to expand and strengthen their position in the children's clothing market.
- In a bid to challenge high-priced retailers and offer more value, Walmart has made over 140 Justice products available in their stores, further expanding their range of affordable, stylish, and trendy clothing options for children.
- The success of Free Assembly Kids, coupled with the launch of trendier and more appealing apparel brands like Scoop, is a testament to Walmart's efforts to reinvent its fashion image, leveraging technological advancements such as AI and improved selection to provide competitive pricing and wardrobe staples for consumers.
- As Walmart continues to focus on balancing fashion credibility, affordability, and a broader assortment, they are positioning themselves as a go-to destination for families seeking fashion-forward clothing solutions at just prices, challenging established players in the children's apparel market.
