Walmart makes interesting fashion choice

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Walmart makes interesting fashion choice

By Louisa Hallett - 08/15/2018
New apparel initiative involves a daytime talk show host best known for pantsuits and sneakers.

Walmart has selected one of America’s most beloved TV personalities to develop an exclusive fashion line for the company.

The retailer announced that it will be working with comedian and style icon Ellen DeGeneres to debut a new women’s fashion line on Sep. 10, known as EV1. According to Walmart, the collection will feature nearly 60 items, ranging from denim and tees to accessories and footwear with the core of the EV1 collection is denim.

“We, along with Ellen, wanted to make a line that worked for everyone (EV1). Designed to be effortlessly stylish, EV1 was inspired by Ellen’s own confidence and optimism (think tees with inspirational sayings, elevated denim and, of course, fantastic sneakers),” said the company in its press release. “It’s cool, fun and accessible. All launch items are priced at $30 or less and are designed to be mixed and matched. The line will also offer a wide range of sizes.”

DeGeneres is not unfamiliar with developing a retail line. The style icon also has a prominent presence at PetSmart, where she developed a 250-item ED pet lifestyle brand in February 2017. During that time, the pet industry was generating about $62.2 billion.

Apparel sales are hot. NRF reported that July retail sales were up 0.4 percent seasonally adjusted from June and increased 4.9 percent unadjusted year-over-year. Clothing and clothing accessory stores alone were up 5.4 percent year-over-year and up 1.3 percent month-over-month seasonally adjusted.

The new Walmart-ED clothing line will be available in more than 2,300 stores nationwide. The says the development of EV1 is one of many steps Walmart taking to establish Walmart.com as a fashion destination.

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