TECHNOLOGY

Walmart goes upscale online—in partnership with Lord & Taylor

BY Deena M. Amato-McCoy

Walmart is looking to appeal to upscale, fashion-minded customers with its new online initiative.

The discount giant, in partnership with Lord & Taylor, is launching a new online store on Walmart.com that will offer more than 125 brands sold by the department store retailer, ranging from Vince Camuto to Tommy Bahama to Miss Selfridge. The new section, which Walmart described as a “flagship store,” will be rolled out in stages during the coming weeks. It will be integrated within Walmart’s redesigned e-commerce site.

“As part of the Walmart.com redesign, and our commitment to establish Walmart.com as a destination for fashion, we recently relaunched our new fashion shopping experience,” said Denise Incandela, head of fashion, Walmart U.S. e-commerce. “The new experience is aligned with how customers shop the category, with editorial elements that inspire customers to browse and buy, and has already generated positive customer response. The next step is the launch of the Lord & Taylor flagship store, which introduces exciting new premium brands to our customers.”

The new online Lord & Taylor store will features clothing for men, women and children, accessories, and jewelry. Customers can shop by category, shop by brand, or draw inspiration from editorial stories, Walmart said. A header saying, “Premium Brands from Lord & Taylor,” will run across each premium brand page to distinguish the store from Walmart’s “everyday” section.

The partnership between the two retailers was announced last November. It comes as Hudson’s Bay Co. is working to turnaround the performance of its 50-store Lord & Taylor division.

“This innovative flagship on Walmart.com is an entirely new model for us and demonstrates the evolution of Lord & Taylor, and our commitment to advancing our digital presence,” said R.J. Cilley, senior VP of digital, Lord & Taylor. “We are excited for the opportunity to serve exponentially more customers with our premium fashion offerings, including our famous dress selection and many stylish brands.”

The Lord & Taylor online flagship also coincides with Walmart’s redesigned website, which features more personalization and specialty experiences. These range from a personalized home page, which showcases the top-selling items in a customer’s location, to specialty shopping experiences, such as Walmart’s digital home shopping experience, which streamlines how customers browse and purchase merchandise across the category.

For a look at the new Lord & Taylor online store, click here.

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