Walmart introduces free assembly, fashion for the younger group

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Walmart

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Inc. continues to double its fashion. The world’s largest retailer had been distributing basics for years, while its competitor Target

TGT
built a solid portfolio of multi-billion dollar brands for men, women and children.

Now Walmart is making up for lost time. The retailer named Brandon Maxwell, whose sophisticated colorful designs are sold at Saks Fifth Avenue and Neiman Marcus, creative director in March as the retail and digital giant seeks to break into apparel beyond the basics for which it is known grasp.

Maxwell oversees Free Assembly and Scoop, Walmart’s two exclusive exclusive fashion brands. The role marks a first for Walmart’s private brand clothing store, which aims to expand its range of trendy and accessible fashion to help customers build their wardrobes. The first adult collections in his area of ​​responsibility will bow in spring 2022 and his influence will have an impact on the children’s collection over the next year.

Walmart recently celebrated the one year anniversary of the launch of Free Assembly for men and women, and follows with Free Assembly Kids. The brand focuses on appealing designs, high quality fabrics, modern silhouettes and fashionable details. The timeless wardrobe staples are easy to mix, layer and assemble freely, hence the name.

Walmart’s design team built Free Assembly from the ground up, encompassing everything from the branding concept to fabric selection to product attributes and fit to eco-friendly denim washes and the manufacturing process.

The first collection from Free Assembly Kids combines all of these elements. It includes nearly 50 different models in sizes 5 through 18 and costs between $ 6 and $ 36. All silhouettes are coordinated, including classic plaid and bandana prints, one of the main fall trends, with plaid flannel shirts for boys, $ 14 and a puff-sleeve smocked dress for girls, $ 18.

“At Walmart, we continue to focus on expanding our line of fashion with exclusive, upscale brands that bring quality, trend and accessible style to consumers at an incredible price,” said Deanah Baker, senior vice president of men’s kids and shoes at Walmart US , adds that Free Assembly is an important addition to the retailer’s offering of upscale and exclusive brands such as Scoop, Sofia Jeans by Sofia Vergara and Eloquii Elements.

“We designed Free Assembly Kids to seamlessly complement our adult collection,” said Baker, adding that Walmart has expanded its children’s fashion options, including the recently launched Justice range for tweens and Wonder Nation, comfy basics and trending items for kids in sizes 4 to 18.

Since athleisure is a key element of the adult and children’s wardrobe, Free Assembly leans into comfy pieces for kids like graphic hoodies for $ 18, fleece bomber jackets for $ 20, and zippered hoodies for $ 15. There are also cropped silhouettes, including $ 6 short-sleeved cropped t-shirts.

For girls there are coordinated looks such as a plain-colored fleece sweatshirt with a stand-up collar and matching sweatshirts with wide legs and the words “We are the future” on the back as additional inspiration. Boys can choose color blocking with a sweatshirt with a stand-up collar with a quarter zip and jogging pants with color block in a pack of 2.

“We designed Free Assembly Kids with a lot of the same trends as the adult line,” said Baker. “Free assembly will now be an important part of our children’s clothing range with new seasonal collections.”


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