This was an enormous undertaking. Walmart’s apparel department was a wasteland. The footprint of the department is over 40% of the store. The directive from marketing was to create a new, compelling shopping experience that customers would love. Including bringing more emotion, education, navigation and inspiration to the department but, without displacing any merchandise. To change perceptions a number of strategies were employed. Navigational landmarks were added, digital assistants with fashion inspiration, flat mannequins and updated floor signing with product features and benefits. The project went through many phases from concept sketches and fixture development to warehouse and full store mockups. Mockups included all content development for the fitting room billboards, the digital mannequins, mobile content and all fixture enhancements. Many of the elements are rolling out at a Walmart near you.
