September was style month, with Walmart hitting New York Fashion Week, Levi’s launching an app for stylist recommendations, Old Navy going vintage, and more. See who else made our September unofficial most interesting retailers List.
While Walmart isn’t a name you’d expect at Fashion Week, it was in a pop-up with designer Brandon Maxwell, who worked on its private label apparel lines Free Assembly and Scoop. The retailer also opened a sneaker pop-up with resale site StockX and launched a nationwide 40-event style tour with curated styles and fashion tips.
These are the moves Walmart needs to make, our analyst Zak Stambor said on the “Behind the Numbers: Reimagining Retail” podcast. “Otherwise, people are just not going to associate this brand as a place to buy fashionable items.”
After closing locations last year, Amazon opened several new Fresh supermarkets in September. “Grocery in person is not something that Amazon's been able to get right,” said our analyst Sara Lebow. “I’m fascinated to see if it actually works this time.”
Amazon also quietly added ads to Rufus. “Gen AI and chatbots is just not a space that we've seen ads yet,” said Stambor. “Amazon wasting really no time at all weaving ads into it is a clear sign they see this as the way consumers are going to shop Amazon going forward.”
H&M expanded its dedicated beauty shop offering to two new stores in Stockholm, similar to what Kohl’s has done with Sephora shop-in-shops.
“I think it's just a great way to get more people to hang around in the store and spend a little bit more,” said our analyst Arielle Feger. “It makes sense in terms of the beauty and clothing categories, it all kind of pulls together.”
Levi’s launched BackPocket, a mobile app for its in-store stylists, offering personalized recommendations that can sync with a customer’s loyalty account.
“It fits in really well with their long-term ambitions, [to get] people in [the store] for more than just a pair of jeans,” said our analyst Rachel Wolff.
J.Crew reintroduced its physical catalog with a modern, content-focused take. The inaugural edition features an interview with Demi Moore and QR codes for mobile shopping.
“I love this in a time where we’re just bombarded with digital stuff,” said Stambor, highlighting the novelty of a physical catalog. “It’s got really vivid, beautiful images. It’s designed to stick around and sit on your coffee table.”
To celebrate its 30th anniversary, Old Navy launched a vintage fashion line of reimagined classics. “I wonder if this is really going to be the thing that makes Old Navy stand out from the crowd,” said Wolff. “But that being said, I do think that it'll help with their overall turnaround and Gap's broader reinvention.”
With sales up 11% YoY at the end of summer, customers are responding to Zara’s new collections, said Wolff. The retailer is looking to continue that momentum with moves like a resale platform set to launch in the US in October and new livestream shows. “They’re doing a really great job bringing new people into the fold,” she said.
Dick’s beat analysts’ expectations in Q2, with moves like building out a solid private label apparel brand portfolio and bringing in strong brands such as Hoka and On Running.
“They're also broadening their store portfolio, opening more experiential stores, and it's part of what's driving some of this growth,” said Stambor.
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