Walmart partners with department store

Walmart is going after wealthy shoppers

The partnership provides Walmart.com more premium products, and it brings in a crowd that normally doesn't shop there: millennial customers. "We see customers on our site searching for higher-end items, and we are expanding our business online to focus on adding specialized and premium shopping experiences, starting with fashion", Incandela explained in the announcement.

"We know that we have a wide range of customers on Walmart.com, and an expanded assortment is what they are looking for", she said.

Walmart has been making increasing efforts to acquire small online fashion brands this past year such as Modcloth, Shoebuy, and Bonobos in an attempt to recover a decline in sales against Amazon and other rivals in the online fashion marketplace. FILE PHOTO - The Lord & Taylor flagship store building is seen along Fifth Avenue in the Manhattan borough of New York City, U.S., October 24, 2017. Wal-Mart has struggled to lure affluent young consumers.

Walmart
Lord & Taylor will start selling on Walmart.com

High-end fashion has been a category notorious for being hard to sell online, especially as expensive brands have been reluctant to let sites like Amazon and Wal-Mart carry their items. Amazon leads the USA online clothing and footwear market with sales of $13 billion in 2016, up $9 billion from five years ago. Walmart predicts American apparel shares to triple in the next 4 years. The e-commerce giant has launched several new fashion brands as of late, including some higher-priced offerings in the athletic-leisure space.

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