For many years, White Stag was a household name in Walmart‘s clothing department, known for its affordable, practical, and stylish fashion options. However, in recent years, the brand has vanished from the retail giant‘s shelves, leaving many loyal customers wondering what happened. In this comprehensive article, we‘ll delve into the history of White Stag, its relationship with Walmart, and the reasons behind its ultimate discontinuation.
The Origins and Evolution of White Stag
White Stag‘s roots can be traced back to the early 1900s when it was founded as a workwear brand for loggers and mill workers in Portland, Oregon. In 1929, the founder‘s son, Harold S. Hirsch, transformed the company into a skiwear brand, capitalizing on his passion for the sport. The name "White Stag" was derived from the English translation of the founders‘ surnames: Weis (White) and Hirsch (Stag).
Over the decades, White Stag expanded its offerings to include casual everyday wear, becoming a well-known name in the fashion industry. The brand‘s commitment to quality, affordability, and innovation made it an attractive acquisition for Walmart in the early 2000s.
Notable Milestones and Collaborations
Throughout its history, White Stag has been at the forefront of several significant milestones and collaborations in the fashion industry:
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In the 1930s, White Stag collaborated with the U.S. Olympic Ski Team, providing them with high-performance skiwear for the 1936 Winter Olympics in Germany.
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During World War II, White Stag shifted its production to support the war effort, manufacturing military uniforms and specialized gear for the U.S. Army‘s 10th Mountain Division.
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In the 1950s and 1960s, White Stag expanded its product line to include a wide range of outdoor and casual clothing, becoming a popular choice among outdoor enthusiasts and everyday consumers alike.
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Throughout the 1970s and 1980s, White Stag continued to innovate, introducing new fabrics, designs, and features to its clothing lines, such as moisture-wicking materials and adjustable waistbands.
These milestones and collaborations helped establish White Stag as a trusted and respected brand in the fashion industry, paving the way for its eventual acquisition by Walmart.
Walmart‘s Acquisition and Integration of White Stag
In 2003, Walmart acquired the White Stag brand from its then-owner, Warnaco Group, for an undisclosed sum. The acquisition was part of Walmart‘s strategy to expand its clothing offerings and strengthen its position in the affordable fashion market.
Following the acquisition, Walmart integrated White Stag into its clothing department, offering a range of women‘s apparel, footwear, and accessories. White Stag‘s reputation for durability, value, and style aligned well with Walmart‘s overall mission to provide quality products at low prices.
Impact on Walmart‘s Clothing Department
The addition of White Stag to Walmart‘s clothing department had a significant impact on the retailer‘s fashion offerings:
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Expanded product range: White Stag‘s diverse product line, which included everything from basic t-shirts to trend-forward dresses, allowed Walmart to offer a wider variety of clothing options to its customers.
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Increased brand recognition: As a well-established brand with a loyal customer base, White Stag helped enhance Walmart‘s reputation as a destination for affordable, quality fashion.
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Competitive pricing: By leveraging its vast supply chain and economies of scale, Walmart was able to offer White Stag products at highly competitive prices, solidifying its position as a leader in the budget-friendly fashion market.
However, as consumer preferences and the retail landscape evolved, Walmart recognized the need to adapt its clothing offerings to remain relevant and competitive.
The Decision to Discontinue White Stag
In recent years, Walmart has made significant changes to its clothing department, discontinuing several older brands, including White Stag, Faded Glory, and Just My Size. This decision was driven by a combination of factors, including:
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Changing consumer preferences: Today‘s shoppers increasingly seek out fashionable, high-quality clothing at affordable prices. According to a 2019 survey by Cotton Incorporated, 76% of consumers said they would pay more for clothing that lasts longer, while 58% said they would pay more for clothing made from natural fibers (Lifestyle Monitor, 2019). Walmart recognized that its older brands, like White Stag, may not have been meeting these evolving expectations.
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Competition from other affordable fashion brands: As more retailers entered the low-priced fashion market, Walmart faced increased competition from brands like H&M, Forever 21, and Zara, which offer trendy, fast-fashion clothing at affordable prices. In 2018, H&M reported net sales of $25.5 billion, while Zara‘s parent company, Inditex, reported net sales of $30.7 billion (Statista, 2019). To remain relevant, Walmart needed to differentiate itself by offering exclusive, on-trend clothing lines.
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Rebranding efforts: Walmart‘s discontinuation of White Stag and other older brands was part of a larger rebranding strategy aimed at attracting a younger, more style-conscious customer base. In a 2018 interview with CNBC, Walmart‘s then-Chief Merchandising Officer, Steve Bratspies, said, "We‘ve been working hard to make Walmart a destination for on-trend, affordable fashion, and we‘re seeing the results in key categories like denim and kidswear" (CNBC, 2018).
Industry Trends and Market Research
Walmart‘s decision to discontinue White Stag was informed by extensive market research and analysis of industry trends. According to a 2018 report by McKinsey & Company, the global fashion industry was expected to grow by 3.5% to 4.5% annually through 2025, driven by factors such as rising disposable incomes, shifting consumer preferences, and the increasing influence of social media and e-commerce (McKinsey & Company, 2018).
Furthermore, a 2019 study by the NPD Group found that Millennials and Generation Z consumers, who collectively account for over $350 billion in spending power, are driving the growth of the fashion industry (NPD Group, 2019). These younger consumers are more likely to prioritize sustainability, uniqueness, and affordability when making clothing purchases.
Recognizing these trends, Walmart made the strategic decision to phase out older brands like White Stag in favor of newer, more trend-forward clothing lines that would appeal to this crucial demographic.
The New Face of Walmart Fashion
To fill the void left by White Stag and other discontinued brands, Walmart has introduced several new clothing lines, each targeting a specific demographic:
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Time and Tru: This women‘s clothing and accessories brand offers a wide range of stylish, affordable options designed to replace White Stag. According to Walmart‘s website, Time and Tru is "inspired by real women and designed to make them feel confident and stylish" (Walmart, 2021).
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Terra & Sky: Aimed at the plus-size market, Terra & Sky provides fashionable, low-priced clothing for women, effectively replacing the Just My Size brand. In a 2018 press release, Walmart described Terra & Sky as "a new, exclusive line of trendy, high-quality, and affordable fashion for women size 14 and up" (Walmart, 2018).
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Wonder Nation: This line offers trendy, budget-friendly clothing options for infants, toddlers, and children, ensuring that Walmart‘s youngest customers are not left behind. Wonder Nation‘s offerings include everything from basic essentials to fashion-forward pieces, with prices starting at just $4.88 (Walmart, 2021).
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George: While not a new brand, George has been revamped to focus solely on menswear, providing stylish and affordable options for male shoppers. Originally a British brand, George has been a part of Walmart‘s clothing department since the early 2000s and has now been repositioned as a key player in the retailer‘s menswear offerings.
Online Expansion and Partnerships
In addition to these in-store brands, Walmart has expanded its online offerings through partnerships with well-known fashion brands like Lord & Taylor, Calvin Klein, and Reebok. The Walmart Marketplace also hosts a wide variety of third-party vendors, giving customers access to an even broader range of clothing options.
These partnerships and online expansions have been crucial to Walmart‘s efforts to compete with e-commerce giants like Amazon, which has also been investing heavily in its fashion offerings. In 2019, Amazon‘s apparel and footwear sales grew by 15% to $35.8 billion, solidifying its position as the largest online apparel retailer in the United States (eMarketer, 2020).
The Success of Walmart‘s New Fashion Brands
Since their introduction, Walmart‘s new private-label brands have seen significant success, both in terms of sales and customer satisfaction. According to a 2019 report by Bloomberg, Walmart‘s new fashion lines have helped the retailer achieve a 2.8% increase in comparable apparel sales (Bloomberg, 2019).
Furthermore, customer feedback has been largely positive, with many shoppers praising the quality, style, and affordability of Walmart‘s new clothing offerings. In a 2019 survey by YouGov, 76% of respondents said they were satisfied with Walmart‘s clothing selection, up from 69% in 2016 (YouGov, 2019).
Customer Reactions and Where to Find White Stag Now
Despite the success of Walmart‘s new fashion brands, the discontinuation of White Stag has been met with mixed reactions from customers. Some loyal fans of the brand have expressed disappointment, citing the comfort, durability, and affordability of White Stag clothing. Others have embraced Walmart‘s new fashion lines, appreciating the trendier styles and updated designs.
For those still seeking White Stag products, there are a few options:
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Walmart Marketplace: While no longer available in stores, some third-party sellers on the Walmart Marketplace may still offer White Stag clothing, though selections may be limited.
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Online retailers and secondhand markets: Websites like Amazon, eBay, and Poshmark may have White Stag items available from various sellers. According to a 2020 report by ThredUp, the secondhand apparel market is expected to grow from $28 billion to $64 billion by 2024, driven by factors such as increased sustainability awareness and the desire for unique, affordable clothing (ThredUp, 2020).
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Clearance and closeout sales: In the months following the brand‘s discontinuation, some Walmart stores may have offered remaining White Stag inventory at discounted prices.
While these options may provide a temporary solution for White Stag enthusiasts, it is clear that Walmart has moved on from the brand and is focused on promoting its new fashion lines.
The Future of Walmart Fashion
Looking ahead, Walmart‘s fashion strategy will likely continue to evolve in response to changing consumer preferences, industry trends, and competitive pressures. Some key areas of focus for the retailer may include:
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Sustainability: As consumers become increasingly conscious of the environmental impact of their clothing choices, Walmart may invest in more sustainable materials, production methods, and packaging for its fashion offerings. In a 2020 report, Walmart announced its commitment to sourcing 100% sustainable cotton and 50% recycled polyester for its private-label clothing lines by 2025 (Walmart, 2020).
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Inclusivity: With the success of its Terra & Sky plus-size line, Walmart may expand its offerings to cater to a wider range of body types and sizes. According to a 2019 report by PwC, the global plus-size clothing market is expected to grow by 4.3% annually through 2027, reaching a value of $696.7 billion (PwC, 2019).
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Personalization: As data analytics and artificial intelligence become more sophisticated, Walmart may leverage these technologies to offer personalized fashion recommendations and experiences to its customers. In a 2020 interview with Vogue Business, Walmart‘s Executive Vice President of Apparel and Private Brands, Denise Incandela, said, "We‘re using data to understand what our customers want and to serve them better" (Vogue Business, 2020).
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Omnichannel integration: Walmart will likely continue to invest in seamless integration between its in-store and online shopping experiences, allowing customers to easily browse, purchase, and return clothing items across multiple channels. In 2020, Walmart launched its "Scan & Go" feature, which enables customers to use their smartphones to scan and pay for items in-store, streamlining the shopping experience (Walmart, 2020).
Final Thoughts
The rise and fall of White Stag at Walmart is a testament to the ever-evolving nature of the fashion industry and the importance of adapting to changing consumer preferences. While the discontinuation of this beloved brand may have been disappointing for some customers, it is clear that Walmart is committed to providing a wide range of affordable, stylish clothing options through its new private-label brands and partnerships with established fashion companies.
As Walmart continues to refine its clothing offerings and shopping experience, customers can look forward to an increasingly diverse and on-trend selection of fashion choices. Whether you were a die-hard White Stag fan or are excited to explore Walmart‘s new brands, one thing remains clear: the retail giant is dedicated to making fashion accessible and affordable for all.
In the words of Denise Incandela, Walmart‘s Executive Vice President of Apparel and Private Brands, "Our goal is to make Walmart the first place customers think of when they want on-trend, affordable fashion for the entire family" (Walmart, 2021).
As a picky shopper and retail and consumer expert, I believe that Walmart is well-positioned to achieve this goal, given its vast resources, extensive customer data, and commitment to innovation. While the fashion industry will undoubtedly continue to evolve, Walmart‘s adaptability and customer-centric approach will likely ensure its continued success in the years to come.
