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Jet Incandela, who has more than 20 years of experience working in luxury retail at Saks Fifth Avenue and Ralph Lauren, was hired by Walmart to grow its fashion business in 2017. The big push into apparel comes as its biggest online competitor, Amazon, is making strides in the space. While Walmart was the leading US apparel retailer in 2017, analysts are expecting it to be unseated by Amazon by the end of 2018. With the two rivals almost neck-and-neck in terms of market share — Walmart had 8.7% of the market in 2017, compared to Amazon's 7.9% — it's likely that Walmart is doing everything it can to protect its position as market leader. Both and have had a complete overhaul in the past six months. Walmart now has a sleek new design and more stylish imagery that features people rather than just products. "We have been very focused on making a beautiful shopping experience, because whether the dress is $15 at Walmart or $200 at Jet or $2,000 at Saks, it should look beautiful," Incandela said. "We haven't necessarily had a beautiful shopping experience in the past." Incandela said that styling advice is one of the key components missing from the experience of shopping for lower-priced clothing online — it's something that is generally reserved for luxury retail. Offering fashion advice by using better imagery and suggestions is one of the key changes to, she said. The sleek design is also more enticing for brands, providing a key way for Walmart to win exclusive partnerships over Amazon.

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