Walmart is expanding fashion lines to become America’s No. 1 fashion destination. Denise Incandela says about 80% of Walmart shoppers’ clothing spend went to higher-priced retailers; households earning over $100,000 are its fastest-growing new customer group.
At its February fiscal 2026 earnings call, Walmart called fashion a “bright spot” in stores and online and said it helped lift U.S. general merchandise sales; the company reported that Marketplace categories including fashion grew more than 40%. It has launched or refreshed 15 of its own brands and added more than 1,500 outside brands, according to The Cut. Designer Brandon Maxwell is creative director of Free Assembly and Scoop.
Most pieces in Walmart’s more-than-280-item Scenario line cost under $25. A Scoop blazer is priced around $50, which Incandela said might sell for roughly three times as much elsewhere. McKinsey found 80% of consumers were shopping around or waiting for sales, while 70% planned to spend less. A 2026 Federal Reserve report found 58% of U.S. adults said higher prices over the prior year had worsened their finances. Retail consultant Steve Dennis told The Cut some J.Crew shoppers may not see Walmart as a genuine substitute; Walmart did not respond to Moneywise before publication.
