Walmart will be bringing fashion to the world with the announcement of a new clothing line. Miss Tina by Tina Knowles will be hitting shelves this coming holiday season. Select items are now available online at Walmart.com as well.
Tina Knowles, Beyonce’s mother, has always had a passion for fashion. She is the co-creative director of the House of Dereon and Dereon. She has long been the driving force behind the fashion forward trends displayed by her daughter Beyonce, Solange, and the group Destiny’s Child.
The appeal of the new Miss Tina line is the price. All items will be under $20, giving consumers value in apparel. Walmart has long been a retailer which has struggled with a viable line of clothing. Recent lines which have struggled are George, George ME, Norma Komali, and the joint venture by Miley Cyrus & Max Azria. The struggles came from Walmart not appeasing to the sizes of the women purchasing the clothing. The Miss Tina line will offer clothing from size 0 – 20.
Hampered by five straight quarters of declining U.S. sales, Walmart must get customers about opening up their wallets again. As customers struggle to make ends-meet, is a new clothing line the right decision? A new line will take time to establish itself and won’t have an immediate impact needed to overcome the short comings of the previous lines. To date, the Miss Tina line only has 34 pieces in the collection. Not a large offering for a new line.
Walmart U.S. President and CEO Bill Simon has stated in recent months the company would focus on the basics such as socks and underwear. Another fact to pay attention to is the $20 per piece price tag. The value is good, but to buy a complete outfit, customers are spending upwards of $40 or more. Will the average Walmart customer be able to afford the extra money?