We Dress America

A brand platform for the world’s biggest retailer.

Background
Walmart is the #1 retailer in the US but Amazon is trailing closely behind. To offset the threat, Walmart is reviewing every aspect of their business. Their fashion offering in particular presents one of the most exciting opportunities in the organization — driving not only brand affinity but also customer acquisition and revenue. Walmart needed a long-term creative platform for their fashion business that would change the perception of fashion at Walmart and put them on the map as a destination for style.

90% of Americans live within 10 miles of a Walmart. They literally and figuratively “dress America”—from cowboy chic to streetwear, from normcore to rock, and everything in between.

Idea
We Dress America embraces personal style across America to prove that no matter who you are or where you come from, your style has a home at Walmart. For the launch, we teamed up with with the quintessential American portrait photographer Ryan McGinley and casted real people from literally all over the US. Their personal style was expressed through Walmart clothing and portrayed in an integrated campaign spanning across TV, in-store, OOH, social and digital—delivering fashion credibility through the entire consumer journey in a way only the US largest fashion retailer could do.

1 month into the campaign, We Dress America had driven $2.6M in GMV online—which was already 8x the revenue Walmart saw from their entire previous fashion campaign.

Select campaign photography.