Walmart revives Scoop to boost its presence in fast fashion

With the idea of ​​strengthening different lines of business and recovering lost ground in the world of retail (Amazon has a lot to do with this), Walmart bought the rights and relaunched Scoop NYC, a brand that had closed all its stores in New York in 2016.

According to the company founded by Sam Walton, Scoop will be sold, for now, on its website and in a few select stores.

Scoop had achieved a good brand identity from its black and white logo thanks to its frequent appearance in different episodes of the series “Sex and the City” and because it was used by some celebrities at the beginning of this century.

But in 2016, after 20 years in business, Scoop was yet another victim of New York's sharp rent increases. The sales volume she needed to sustain herself was greater than she could hope for, and she closed. See The last day of the Scoop.

Now, in an attempt to build itself into a bigger player in the fashion world, Walmart has bought the rights to the Scoop name and is relaunching the brand.

But with one key detail: at much more affordable prices.

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The idea is not to seek to be a player in luxury fashion, but to try to enter the juicy and profitable fast fashion sector, where H&M, Zara and, to a lesser extent, Uniqlo, are becoming stronger.

Walmart said it will sell more than 100 items at prices ranging from $15 for a Scoop logo T-shirt to $65 for a coat. You will be using materials like faux fur and “vegan” leather.

In addition to clothing, it will sell shoes and bags.

Everything is now available online and in select stores as of early 2020.

Walmart said Scoop founder Stefani Greenfield was also involved in the design process for the garments.

Denise Incandela, director of Walmart's fashion business, said in a statement published by CNBC: "We seek to be a destination for people looking for fashion, a place where our customers can discover elegant clothes, at affordable prices."

Other Walmart Brands

Scoop isn't the first fashion brand associated with Walmart. Last year she had launched brands (Time & Tru, Terra & Sky and Wonder Nation) with celebrities like Sofia Vergara and Ellen DeGeneres.

He was also associated with Lord & Taylor to get into the clothing rental business and will sell high-end dresses on Walmart.com.

It also acquired online clothing companies Modcloth and Bonobos, with the goal of reaching younger shoppers. And updated the brand George.

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