Walmart.com wants to be the go-to web address for fashion-forward consumers on a budget.
The e-commerce site today is relaunching Scoop, based on the popular, now-defunct chain of 16 multilabel boutiques selling contemporary designers whose outsize influence belied the number of stores it operated, and which closed in 2016. “The brand equity was much bigger than the actual size of the business,” said Denise Incandela, head of fashion at Walmart U.S. e-commerce. “There was such a passion about Scoop. The boutique was the first of its kind.”
The new Scoop brand goes hard on trends, but is easy on the pocketbook. The collection, which consists of more than 100 styles, ranges in price from $15 for a graphic T-shirt to $65 for a car-length teddy coat. Scoop will relaunch as a walmart.com private brand and with the boutique’s original marketing proposition of helping customers build the ultimate closet.
Walmart.com has been building its e-commerce fashion portfolio over the last two years, brand by brand. Time & Tru for women, and plus-size Terra & Sky were created in-house and launched in 2018, while partnerships with Ellen DeGeneres introduced populist brand EV1 in spring 2018, and Sofia Vergara’s Sofia Jeans bowed in September.
Lord & Taylor
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