As Amazon gains more market share in apparel, Walmart steps up its fashion game with new private label brands.

A new report from Coresight Research showed that Amazon’s apparel category has sharply gained in popularity, with footwear and casual clothing proving to be its most popular categories. While Target is Amazon’s closest competitor in apparel retail, Walmart is eager to catch up. The retail industry giant launched four new private label clothing brands on March 1, both in stores and online. The brands include Time and Tru for women, plus-sized women’s clothing line Terra & Sky, Wonder Nation for kids, as well as the relaunch of George for men.

Walmart is still the largest clothing retailer in the U.S., but it is upgrading the apparel department in its stores with improved displays, open floor plans and upgraded fitting rooms, Reuters reports. According to Preston Bottomy, General Manager of Menswear, Accessories & Prestige Beauty at Jet.com and Walmart.com, the retailer’s strategy is to start selling higher-priced goods to its more affluent customers, who buy technology and groceries at Walmart but typically bypass fashion and beauty.

Walmart wants to build a stronger image in apparel retail overall. As retail industry watcher Lisa Thau observed in Forbes, “The push is the latest expression of the digital transformation and cultural shift afoot at the world’s largest retailer. That shift seems the most dramatic in its U.S. online business, now in the hands of startup entrepreneur Marc Lore.” Walmart acquired Jet.com from Lore in 2016. Walmart has also been buying up small online clothing brands, including Shoebuy, Modcloth and Bonobos, to boost growth in clothing and accessories.

In November Walmart struck a deal to launch a Lord & Taylor flagship store on Walmart.com. “Our goal is to create a premium fashion destination on Walmart.com,” said Denise Incandela, Head of Fashion, Walmart U.S. eCommerce. “We see customers on our site searching for higher-end items, and we are expanding our business online to focus on adding specialized and premium shopping experiences, starting with fashion. We’re excited that Lord & Taylor is part of the team we’re working with as we continue to create a new Walmart.com.”

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