Walmart launches new fashion brand with most items priced under $25

Walmart is making a new play for younger, style-conscious shoppers with a women’s fashion brand offering most items for less than $25.

The retail giant is rolling out Scenario, a modern bohemian collection featuring apparel, shoes, jewelry, handbags and other accessories, at all of its stores.

The launch includes 280 styles, according to Walmart.

“We’ve been on a journey to democratize fashion by focusing on expanding our assortment, elevating the experience in-store and online, reaching new customers and changing [the] perception [of] Walmart fashion,” a spokesperson for the retailer told FOX Business in an email.

The news was first reported by The Wall Street Journal.

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Scenario is designed to appeal to women around age 35 who want trendier details than Walmart’s existing brands traditionally offer, according to The Wall Street Journal.

The line includes embroidered blouses, pintuck denim shirts and faux leather bags, with a focus on natural fabrics such as cotton, the outlet reported.

Walmart said it developed the brand after research found nearly one in five women ranked bohemian fashion among their preferred styles, even though none of its existing private labels were perceived as directly catering to that look.

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Scenario will take over some space previously devoted to Time and Tru, Walmart’s women’s brand focused on classic wardrobe staples, according to the Journal.

The retailer tested elements of the bohemian aesthetic within its Time and Tru assortment before deciding to build a dedicated lifestyle brand, the company said.

The existing brand will continue with a smaller selection focused on its most popular items, the outlet reported.

“This is an ‘and’ strategy,” Denise Incandela, executive vice president of fashion for Walmart U.S., told the Journal. “We’re still going to cover those big-volume driving socks and underwear and denim and Ts.”

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Walmart said it has launched or relaunched 15 private brands over the past five years as it works to modernize its fashion business. 

The retailer said it has also expanded its selection of premium brands through its online marketplace.