Published: Thu, May 17, 2018
Technology | By Christopher Mann

What to expect from Lord & Taylor, Walmart.com partnership

What to expect from Lord & Taylor, Walmart.com partnership

The shopping experience, which will be divvied up into Walmart's Everyday Brands and Premium Brands from Lord & Taylor sections, was meant to court high-income shoppers with its new offerings from more upscale brands. In addition to the items offered by L&T, Walmart.com's broader fashion offerings will highlight watches, luggage and travel, seasonal shops and premium beauty.

Walmart is competing with Amazon, which is poised to become the No. 1 apparel retailer in the USA later this year.

The Lord & Taylor section of Walmart.com will even get a special designation: Premium Brands from Lord & Taylor.

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Bentonville, Ark. -based Walmart announced Wednesday that more than 125 Lord & Taylor brands would be available on its website "in the coming weeks".

Walmart notes that customers shopping for Lord & Taylor goods via its online store will be able to narrow searches down by different categories. Alternatively, some of the dresses on the "premium brands" site cost between $41 and $159.

Walmart and Lord & Taylor first announced their partnership last November. The companies have declined to talk about the financial terms of the deal, and until Tuesday, revealed few details about how the partnership would work. Or maybe it's Walmart.com that's offering shoppers a reason rethink Lord & Taylor. Incandela told the media that Lord & Taylor's brands won't be available in Walmart stores, only online and on the company's mobile app.

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"Walmart doesn't seem like a likely choice to make a splash in fashion", said Richard Baum, managing partner of Consumer Growth Partners.

The new premium tab on Walmart.com is the latest in a series of moves by Walmart created to target wealthy shoppers, which the retail giant has historically ignored in favor of customers at the opposite end of the income spectrum.

"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 RJ Cilley, senior vice president of digital, Lord & Taylor.

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