Walmart reintroduces Scoop as a private label but fails to offer the curation that made the multi-brand retailer famous.

WHAT HAPPENED: In an attempt to enhance its fashion business, Walmart relaunched the contemporary fashion brand Scoop. The new clothing and accessories line, which aims to be fashion-forward, is priced between $15-$65 and is available on and in select Walmart stores nationwide. Before it shuttered in 2016, Scoop had 16 stores across the U.S.


  • Brand discovery and exclusivity was key to Scoop’s success but is missing from the Walmart version. Fashionistas and celebrities flocked to Scoop in the early 2000s because of its unique assortment of emerging designers. The retailer had a basics-driven private label, but it was only a small part of the business. While Scoop’s name is still associated with a distant fashion memory—that memory is more associated with a portfolio of emerging designers rather than a monolithic brand.
  • The perceived value of Scoop’s name is hard to translate for a big-box retailer’s approach. Target launched a similar collaboration in 2012 with the New York City concept store Kirna Zabete—an expensive, Soho boutique with an elite following. But this brand name is not guaranteed to resonate with Middle American Target shoppers, and the same can be said of Walmart and Scoop. Even though buying Scoops’ assets was relatively cheap, it would be in the retailer’s best interest to invest in brand names that resonate with current Walmart shoppers, which is where the growth potential for Walmart’s fashion business lies.