Walmart Fashions Fkr the Oscars This Year

03/25/2019

Walmart Unfurls the Red Carpet for Style

An official sponsor of the Academy Awards for the tertiary consecutive yr, Walmart zeroed in on the glamour surrounding the Oscars for a marketing campaign that would assistance constitute the retailer every bit a fashion destination both in stores and online.

The mass merchant tapped vi Hollywood stylists — including Julia Roberts' become-to, Elizabeth Stewart — to curate looks for crew members who work behind the scenes in the moving picture industry. Each expect appeared in its own 30-second Television set spot debuting during ABC's circulate of the Oscars on Feb. 24. The outfits included apparel from Ellen DeGeneres' Walmart-exclusive EV1 collection, bags and accessories from Kendall and Kylie Jenner'south Walmart-exclusive, online-only Kendall & Kylie line, equally well equally premium brands from the retailer'south Lord & Taylor partnership.

In stores, 4-sided standees activating Walmart's Oscars sponsorship depicted the styled crew members, directing shoppers to "store the whole crew" in the wearing apparel section and on walmart.com. QR codes on the standee linked to a shoppable Oscars looks showcase. A home folio carousel advert and social media updates supported, the latter employing a #WalmartFashion hashtag.

A Walmart spokesperson told Penske Media'southwardMultifariousness that its Oscars investment has paid off both in terms of market cache and exposure: "Information technology'south a cultural moment that allows united states of america to reach a large, engaged audition. Because the Oscars is one of the biggest nights for Hollywood fashion, it was a slap-up moment [this year] to highlight our array of quality, on-trend style off the red rug."

Last twelvemonth, Walmart's Oscars campaign was instead focused on promoting the retailer's costless, two-day shipping and abode commitment service. In 2017, Walmart shared stories from various Hollywood directors inspired past a receipt itemizing vi mundane items.

Style Reboot

In the midst of a full-blown way reboot, Walmart is following its Oscars effort with a "We Dress America" marketing campaign positioning the retailer as delivering "fashion for all" that has included a mobile push notification, a dwelling house folio carousel ad, as well equally a TV spot in 15- or 30-2d cuts and English or Spanish versions. (See video below.)

Walmart continues actively hunting for suppliers that can drag its assortment. In addition to the contempo additions of EV1 and Kendall & Kylie, the retailer simply terminal calendar month launched a size-inclusive denim line with actress Sofia Vergara available on walmart.com. The initial collection comprises nearly 100 dress items ranging from jeans to denim jackets likewise as fashion tops and graphic T-shirts. A dwelling house folio carousel ad supported at launch, linking to a dedicated brand showcase. Social media updates from the star and media coverage from outlets like PopSugar supported.

The retailer last year too:

introduced a specialty shopping destination for fashion on walmart.com comprising two different shops — "everyday brands" for affordable, on-trend items and "premium brands" from Lord & Taylor — as well as editorial elements to inspire browsing.
caused Bare Necessities, a specialty retailer focused on women'southward fashion that offers more than than 100,000 SKUs from more than than 160 brands, including an extensive assortment of bras, swimwear, shapewear and sleepwear.
acquired Eloquii, a digital-native brand focused on women'due south fashion specifically designed for women size 14 and upward.
launched 4 new apparel individual brands for women, men and kids: Fourth dimension and Tru, Terra & Heaven, Wonder Nation and George.
relaxed the dress code for its employees. "Letting people bring their whole selves to work merely makes adept sense for the concern, for our people — and for manner," Karisa Sprague, senior vice president, Walmart U.S. Field People, wrote in a corporate blog post announcing the change.
supported a project at Texas Tech University through the Walmart U.S. Manufacturing Innovation Fund where researchers are using a foam indigo dyeing technique that could be a game changer for denim manufacturers by lowering costs and reducing environmental impacts.

Store apparel departments have besides been updated with improved plumbing equipment rooms as well as translite signage to further elevate the category in stores.

Note: Path to Purchase Institute members tin view more related manufactures and images, and admission a total Walmart contour, at p2pi.org.