NEW YORK (NEWSnet/AP) — Walmart plans to revamp its 30-year-old No Boundaries brand for teenagers and young adults on Tuesday, with a new 130-piece fall collection aimed at Generation Z.

The new collection includes of-the-moment styles like baggy jeans, cropped T-shirts, faux leather corsets and bomber jackets.

Most items cost $15 or less. Some pieces are made from recycled fabric to appeal to a generation that values sustainability.

The company, based in Bentonville, Arkansas, is marketing the updated line on TikTok, YouTube, Pinterest and Roblox, at stores located in major college communities.

Walmart previously relied on a variety of suppliers with separate design teams to build the No Boundaries line, which has focused largely on everyday basics, such as T-shirts and denim. To create the relaunch collection, the company hired a dedicated design team.

In 2021, Walmart hired Brandon Maxwell, an American designer who has dressed celebrities such as Lady Gaga, as the creative director for its “elevated” fashion brands, Free Assembly and Scoop.

In February, the company hosted social media influencers who focus on trendy but affordable style, at a fashion show that featured Maxwell's designer collection, which is sold at high-end Saks Fifth Avenue and Neiman Marcus.

Under the stewardship of Denise Incandela, executive vice president of apparel and private-label brands, the company has featured more than 1,000 brands and collaborated with celebrities such as Sofia Vergara.

The growth opportunity in clothing is with the Gen Z customer who “cares about style," Incandela said.

“We have created a brand that is more modern, has better quality, has silhouettes that are more relevant to the Gen Z customer,” Incandela said. “We’re improving the shopping experience, but we have to change that perception."

Although Gen Z spends the least amount of money on fashion of any demographic cohort except the so-called Silent Generation, retailers are eager to court young consumers, said Neil Saunders, managing director of research firm GlobalData.

“If you don't capture them today, you run the risk of them going to a rival," he said. "Traditionally, Walmart has not been appealing to this kind of younger demographic, which is why it's trying to change.”

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