Looks from Walmart.com's relaunched Scoop brand.

Walmart.com wants to be the go-to web address for fashion-forward consumers on a budget.

The e-commerce site today is relaunching Scoop, based on the popular, now-defunct chain of 16 multilabel boutiques selling contemporary designers whose outsize influence belied the number of stores it operated, and which closed in 2016. “The brand equity was much bigger than the actual size of the business,” said Denise Incandela, head of fashion at Walmart U.S. e-commerce. “There was such a passion about Scoop. The boutique was the first of its kind.”

The new Scoop brand goes hard on trends, but is easy on the pocketbook. The collection, which consists of more than 100 styles, ranges in price from $15 for a graphic T-shirt to $65 for a car-length teddy coat. Scoop will relaunch as a walmart.com private brand and with the boutique’s original marketing proposition of helping customers build the ultimate closet.

Walmart.com has been building its e-commerce fashion portfolio over the last two years, brand by brand. Time & Tru for women, and plus-size Terra & Sky were created in-house and launched in 2018, while partnerships with Ellen DeGeneres introduced populist brand EV1 in spring 2018, and Sofia Vergara’s Sofia Jeans bowed in September.

Lord & Taylor in spring 2018 opened a storefront on walmart.com, introducing premium labels such as Karl Lagerfeld Paris, Calvin Klein and Tommy Hilfiger to the site. Walmart Inc. acquired brands such as Bonobos and Modcloth, which are sold on Jet.com, Walmart’s e-commerce site targeting urban consumers.

Walmart.com has historically focused on its vast basics business, but it’s been diving more into trends and Scoop is the latest addition. Walmart has owned the rights to Scoop’s intellectual property and the Scoop trademark for a couple of years. WWD in March 2018 reported that Scoop’s cofounder Stefani Greenfield was working as a consultant to the retail behemoth.

“Scoop was beloved by fashionistas and celebrities on the hunt for up-and-coming designers or the perfect piece to complete their look,” said Incandela, who’s been working on developing the brand for the last 18 months. “This is part of a broader effort to establish Walmart as a destination for fashion. We’ve dramatically expanded the assortment on Walmart.com. We’ve added more than 600 brands, including exclusive brands, and 150 premium brands.

Scoop's knit duster and midi slipdress.

Scoop’s knit duster and midi slipdress. 

“We’ve been focused on our other private-label brands, which our customers are looking for,” Incandela said. “After having built that out, we think this is the right time to launch Scoop. We launched Ellen and Sofia to round out our portfolio. Most importantly, we are supporting customers’ needs. We want to offer a well-rounded product assortment.

“The collection is an opportunity to reach out to the fashion-forward customer,” Incandela said. “About a year and a half ago, we got together with Stefani Greenfield and started talking about relaunching this brand. Scoop was an iconic fashion boutique and a destination for people interested in [emerging] designers and must-have pieces.

“I’ve been involved in the development of the brand, alongside Stefani. She has a fantastic aesthetic,” Incandela said, adding, “We discussed how to evolve the Scoop brand for today’s customer. We worked hard to ensure that Scoop honors its original vision of offering the best fashion each season and empowering customers to build the ultimate closet. We’ve expanded on Scoop’s legacy by offering the collection at super-affordable prices.”

Greenfield, who in 1996 founded Scoop with Uzi Ben-Abraham, said her goal with the ultimate closet was to create a new way to build a wardrobe of key looks and must have items. “The Scoop culture, shopping platform and brand empowered women to [create] their own personal style while transforming their wardrobe,” she said. “I’m inspired and excited to partner with Walmart for the exclusive relaunch of Scoop, and experience the Scoop fashion brand with our loyal fans and new customers.”

Incandela said Walmart identified a white space in its offerings for an affordable brand pegged to the season’s top trends. “The brand is unique in the industry in terms of its price points,” she said. “The average price of the collection is $30 to $35. I don’t really see this level of quality at these price points. We were focused on elevated fabrics and details. We think we’ve created a very special line. What really differentiates it are the prices.”


Scoop's top-handle cross-body mini tote bag.

Scoop’s top-handle cross-body mini tote bag. 

Sweaters and dresses in animal and cargo prints, plaid knit duster coats, peasant-style blouses, vegan leather biker jackets and slip mididresses are available in inclusive sizes, 0 to 20 and XS to XXXL. There are also rhinestone mini backpacks, lug sole combat boots, top-handle handbags, and chain strap cross-body bags.

“We believe in these trends,” Incandela said. “We wanted to represent them in a way that’s wearable and commercial and easy for the customer. Editing was such an important part of Scoop’s value proposition. We made sure we did the editing for the customer and brought her the most important trends. We believed in animal prints and represented that in a big way. We want to make sure that no matter what the customer’s aesthetic, that there’s something for everyone.”

Scoop’s holiday collection, with novelty fabrics, will have slightly higher price points, Incandela said. “We really went into sustainability,” she said. “As we continue to evolve this collection, we want to make sure it’s in keeping with what customers want today.”

Scoop will kick off with a digital marketing campaign to expose the brand to existing customers as well as new shoppers. “We’re supporting this in a big way,” Incandela said. “Ultimately, it will bow in select Walmart stores early next year. It repositions walmart.com and Walmart.”

More about Walmart:

What to Watch: Walmart Closing In on Amazon With E-commerce Advances

Walmart Sticks to Latin America Despite Challenges

Walmart Continues to Grow E-commerce With the Support of Store Network

WATCH: What Makes a Fashion Brand Successful? 

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