Walmart just took a step in fashionable direction by launching a private label apparel line called Free Assembly. The line, which has men’s and women’s styles, focuses on modern essentials with a big nod to sustainability. It’s not the first move the retailer has made to get people interested in buying clothing there. There have been a lot of changes in the works over the past couple of years in the hopes that consumers think of Walmart for fashion clothing, from partnering with other brands and celebrities, to making clothing other companies sell available through their e-commerce site.
This is clearly a direct move to encourage shoppers to add on basics like jeans and other clothing to their basket of household items.
CivicScience polled the public asking directly about likelihood to shop Walmart’s new line of clothing. Nearly 20% of the 3,400 U.S. adults surveyed self-report that they’re at least ‘somewhat likely’ to shop the new offering. It’s notable that one-fourth of respondents indicated they aren’t sure. In retailer speak, they could be persuaded to check it out.
Among already keen Walmart shoppers — ideally the exact target market –interest looks even better. Thirty-three percent of Walmart favorables are at least ‘somewhat likely’ to shop the new line. Again though, we observe that one-fourth of Walmart brand loyals are still not so sure, just as the general population answered. It will be important to educate Walmart shoppers on the new line. It’s all about presentation in this case, as many shoppers may not already consider Walmart a clothing (and fashion clothing at that) destination.
Competing big-box retailer Target made many moves in recent years launching their own new private label lines with a focus on inclusivity, among other goals, in mind. What do Target favorables think of Walmart’s new offering? They’re really no more likely than the general population to shop the new line.
While on the topic, just out of curiosity, how do Target shoppers feel about Walmart, and vice versa?
It looks like Target favorables aren’t as enthusiastic about Walmart as Walmart favorables are about Target.
Overall, Walmart’s plan to release this line in the hopes that everyday shoppers start turning to them to replace jeans, t-shirts, and other basics doesn’t look too shabby. When looking at frequent Walmart grocery shoppers, we see the highest incidence of respondents reporting they’d be very likely to shop Free Assembly. Walmart’s goal of bigger basket sizes (and higher revenue) looks highly probable.