Walmart, Amazon: After a fashion
Move over, Marc Jacobs. Adios, Alexander Wang.
Not long after New York’s Fashion Week ended, a somewhat more downscale sartorial show kicked off last week. The stars of the runway were Walmart and Amazon, both of which took to the streets of Manhattan with competing events to show off their latest threads.
In a ground-floor studio space in New York’s Flatiron district, Walmart unveiled four apparel brands to the city’s black-clad fashion press. A short cab ride away, Amazon held an “exclusive look at the best products for summer” at Chelsea Market.
Walmart, the world’s largest retailer, was there to establish some fashion cred. Executives showed off embroidered boyfriend jeans ($21.92), cork wedges ($19.88) and peasant tops ($13.44).
Racks for George, a menswear label, held gingham shirts, tropical prints and cargo shorts, now available in less-baggy versions that don’t extend below the knee. Fashion writers snapped photos and listened to Walmart execs discuss its new plus-size women’s line, Terra & Sky, which took 18 months to develop and is available in sizes 14-wide to 30-wide.
“We have more fashion than we’ve ever had before,” said Senior Vice President of Apparel Deanah Baker.
Walmart is hoping that the new threads can help check the encroachment of Amazon, which is now nipping at its heels, according to a recent study. Walmart has also acquired apparel startups Bonobos and ModCloth, and will open a dedicated online site to sell Lord & Taylor’s offerings next month.
Meanwhile, Amazon showcased everything from books to baby products at the block-long pop-up, where attendees were whisked in private elevators to a third-floor viewing room complete with a mimosa bar, a mini beauty salon and selfie stations.
Amazon’s aggressive push into fashion was on full display, with rolling racks of clothes and tiered displays of shoes.
Amazon didn’t ignore the plussize crowd either, as its Lark & Ro clothing line offered everything from sleeveless blouses to lasercut dresses, ranging from regular to plus sizes.