Walmart Canada unveils affordable fashion with surprise reveal in London, Milan and Paris (….Canada)

Today, Walmart Canada launches its new 2019 fall collection with the ‘I’m Wearing Walmart’ campaign. The new collection from the company’s private brand, George, was designed with an emphasis on fashionable pieces rooted in comfort and quality. The line leans into warm spicy autumn colors and delivers on top trends and patterns, including animal prints and romantic winter florals for women and classic plaids and retro stripes for men. Walmart has also focused on expanding its maternity line (now available in-store at 200 stores and online) and increasing their ladies plus size assortment.

“For 25 years we’ve been a destination for affordable apparel for the entire family. Now we are focused on elevating Walmart’s apparel offering and furthering the company’s position as a destination for affordable fashion that is on-trend and stylish,” said Bertrand Loumaye, Chief Merchandising Officer at Walmart Canada. “With an apparel offering that extends across name brand, private brand, licensed apparel, footwear, and accessories, we are excited to offer such an extensive assortment to our customers and make them proud to say, ‘I’m Wearing Walmart’.”

To launch the new fall line-up focused on fashionable apparel, Walmart riffs on the international fashion weeks of the world, unveiling affordable fashion for everyone at a surprise, public fashion show in the streets of Paris – Ontario.

The show, featuring local people as the models, only revealed the brand once the show was complete, surprising the people of Paris and proving that fashion can be affordable. This real-life reaction is captured in the latest commercial spot, now on air.

“We saw some truly delightful reactions as a result of the brand unveil after the fashion show in Paris, Ontario. The sentiment from residents was, ‘I can’t believe that outfit is from Walmart!’, which was the intention of the campaign; to surprise and delight customers,” said Tammy Sadinsky, Vice President, Marketing Communications at Walmart Canada. “The fashion show was meant to articulate our belief that everyone can have great style. We believe in affordable fashion for all.”

Alongside the commercial spot, Walmart hosted fashion shows at a local Walmart in London, Ontario, and at a field in Milan, Quebec, where associates and local residents were invited to walk the runway. These shows acted as a cheeky nod to the fashion weeks held in metropolitan cities across the world and further showcased that affordable fashion is available to Canadians across the country with Walmart.

In addition to Walmart’s George line, their extensive apparel offering includes specialty private brands Athletic Works, an on-trend athletic gear line, and Canadiana, a fleece and outerwear brand.

Customers can also shop other fashion-focused lines at Walmart that deliver on quality and affordability like the new exclusive Love by Ellen Degeneres, as well as Signature by Levi Strauss, Jordache, Gloria Vanderbilt, Alia, Jeaniologie and Wrangler.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.