Walmart Challenges Amazon with New Fashion Brand Scenario

Walmart is stepping up its fashion game with Scenario, a new women's clothing brand priced around $25. The retailer aims to attract younger customers and counter Amazon's dominance in U.S. apparel sales.

The move comes as Walmart's U.S. comparable sales growth slowed to 2.6% in the fiscal second quarter, the weakest pace in six years.

Scenario's trend-focused merchandise includes embroidered-sleeve blouses, pintuck denim shirts, and faux-leather bags, targeting women around age 35 who want more stylish options than Walmart's existing basics.

Walmart senior vice president for fashion Denise Incandela acknowledged the retailer's shortcomings in the category, saying 'We know we are not meeting all of our customers' wardrobe needs.'