retail news in context, analysis with attitude

• The New York Post reports that Walmart will partner with “comedian and talk show host Ellen DeGeneres to launch a women’s fashion line, its latest attempt to make deeper inroads into the apparel space … The partnership is likely to help Walmart recover lost ground against Amazon and others in the rapidly growing fashion category. If Walmart succeeds, the move could advance its effort to access more affluent, younger, millennial customers who usually do not shop at Walmart.”

The line, “dubbed EV1, will feature nearly 60 items,” the Post writes, “ranging from denim, tees bearing Ellen quotes, accessories and footwear, all priced at $30 or less, with new items seasonally…”

In its story, CNBC writes that “DeGeneres notably served as J.C. Penney's spokesperson in 2012, while the department store chain was being led by CEO Ron Johnson. Her role was met by a wave of outrage from a conservative, anti-gay and Christian group, ‘One Million Moms,’ which complained that the openly gay DeGeneres was diluting the Penney brand, and that group's members would refuse to shop there.”
KC's View:
Does this mean that Jack Phillips will no longer buy any baking materials from Walmart? I suspect so…