How WALMART became a fashion mecca for savvy style stars who are going gaga over the chain store’s chic (and ultra cheap) clothes and accessories
The humble Walmart, once popular for offering shoppers the option to pick up both groceries and lawn mowers in the same place, has found new fans among influencers who have fallen in love with the affordable fashion finds.
The items are especially popular with millennial moms, teens and 20-somethings, while younger generations post on social media about trendy offerings from the mass-market retailer.
Denise Incandela is a major force behind the change. She is Executive Vice President (EVP) of Apparel and Private Brands for Walmart US and has a background in luxury. She previously collaborated with Moosejaw, Ralph Lauren and more.
The New York-based EVP brought her expertise to Walmart and has introduced stylish items like athleisure sets in muted tones reminiscent of Alo Yoga’s higher-end offerings and faux leather pants, much like the $100 pants Spanx sells.
Walmart is teaming up with influencers like Kait Curnow to create campaigns on TikTok showcasing the major retailer’s trendy new clothes, including this shacket that millennials loved
Fast fashion retailers like Shein have exploded in popularity, sending shoppers looking for bargains and low prices
Some social media users are responding to the comments, complaining that Walmart has raised its prices
While Target became popular for its style collaborations with brands like Lilly Pulitzer and Rowing Blazers, Walmart, which has 4,616 locations in the United States, introduced collections from celebrities like Sofía Vergara, Ellen DeGeneres, Drew Barrymore and more but was not embraced. on social media in the same way.
Now TikTok users are taking notice and buying up cheap outfits and wares.
Despite store closures in the United States, Walmart is rebranding and introducing sleeker, upscale stores by revamping flagship locations in an ongoing effort to sell more clothing and home goods.
Alvis Washington, Walmart’s vice president of marketing, said CNBC: ‘We sell clothes in a supermarket, but that doesn’t mean we have to sell clothes as if it were a supermarket… You want them to fall in love with fashion.’
Walmart also collaborated with influencers to showcase the new trend-oriented collections. Shopping influencer Jenna Wood was happy that Walmart was selling “good crap for less” in a video showing off her “elevated mom style on a budget,” announcing, “Walmart just came out with the cutest new sets,” and compared the loungewear to similar ensembles from elevated athleisure brand Vuori.
Kait Curnow is another influencer supporting Walmart on TikTok, showing off a work-ready houndstooth bag for under $25; soft, printed sweaters; and shakets for fall. Fans loved the catch, with one joking: “Which Walmart are you shopping at?” and another claims Walmart has “nice stuff.”
Millennials aren’t the only ones embracing Walmart outfits.
Student Lauren Ambrose took a stab at showing off a chunky sweater she planned to wear with Uggs and a shirt she compared to Free People’s.
“Walmart has been killing lately,” one commenter stated, to which Lauren agreed, “Walmart is killing.”
Walmart’s clothing is a hit with Gen Z shoppers looking for affordable trends and dupes. The photo shows student Lauren Ambrose holding up a sweater from the store
Fans on TikTok can’t get over how much the fashion choices at Walmart have changed, praising the leggings and other basics for being cheap but chic
Many young twenty-somethings are flocking to Walmart for clothes that are cheaper, especially because they have become accustomed to shopping at fast fashion retailers like Shein and Princess Polly for cheap options.
“I’ve been saying this for a minute now that Walmart literally has such cute clothes,” another Gen Z commenter chimed in, while someone else in the busy comments section called the basic leggings “perfect.”
Boston and New York-based professional stylist Taylor Greeley, 33, who goes by Tayglo on social media, went viral on TikTok for creating what she called a “high fashion outfit” with faux leather pants, a classic black turtleneck, gold accessories and a beret at Walmart for $110.
The stylist creates a “bougie on a budget” video highlighting Walmart’s finds, with one video captioned, “You don’t have to be rich to look rich.”
However, not everyone approved of Walmart’s new prices. One commenter complained that the store is “actually getting a bit pricey,” adding that they could get a similar outfit at Ross, Bealls or Shein “for a lot cheaper, and probably more fun.”
The stylist replied, “I hear you. Still good deals and everyone has a Walmart nearby.
The comment was a popular sentiment, with someone else writing: “Personally I think Walmart is getting expensive and the quality is just okay.”
While some fans are impressed with Walmart’s cheap options, other people were shocked that the price is higher than ever
Taylor told DailyMail.com that she had noticed people saying, “Walmart has improved” or “don’t sleep on Walmart” whenever she presented the goods.
However, she also noticed that pieces usually only last one season, so she made sure to look for fabrics that felt more luxurious to ensure she would get more wear out of them.
Still, Taylor notes, “Walmart has more clothing lines now and some of them are really surprisingly good quality,” but some are “more expensive compared to other retailers.”
Taylor recommends looking on the clearance aisle or for inexpensive items like tank tops or baseball hats.