Walmart is reportedly rolling out a new line of clothing to court younger consumers. While the company has historically been known for selling items like lower-priced jeans, Walmart has in the last decade gradually shifted to stocking higher-cost items to appeal to customers who might also shop at chains like Gap , WSJ said. “We knew we weren’t servicing all their closet needs,” Denise Incandela , who became executive vice president of fashion for Walmart U. She pointed to data that showed that “while our customer gave us credit for extraordinary value, they weren’t giving us credit for style and quality. ” According to the report, Walmart’s fashion efforts under Incandela began almost a decade ago, when she presented executives with this figure: 80% of the money Walmart shoppers spent on apparel was at higher-priced retailers, not Walmart.