Walmart Unveils In-House Women's Clothing Brand to Woo Younger Shoppers

Walmart (WMT.US) has launched its own women's clothing brand called Scenario in an effort to attract younger consumers.

The new private label will feature most items priced under $25, including jeans, tops, and women's shirts.

This move comes as Walmart's apparel and accessories sales have grown for seven consecutive quarters.

Denise Incandela, Walmart's Executive Vice President of Fashion, stated that the company realizes it has not fully met all consumer needs in apparel, despite offering good value.

However, Walmart's latest financial report showed that US same-store sales (excluding fuel) grew by only 2.6%, marking the lowest level in over six years and well below market expectations of 3.7% to 3.8%.