![]() ![]() One of the brand’s key strategies is to use the Hanes manufacturing system, with 80 percent of the company’s manufacturing happening in their own supply chain, to quickly bring to market fully segmented product channels. With the long-standing heritage and the popularity in differing segments of the market, Champion has simply enlarged its products and demographic reach. The Champion product roster looks different than that of other brands hoping to make a ‘90s-inspired resurgence. The Champion style has diversified into a variety of product segments. “We push our research and development, push innovations,” Hennike says, “but design goes back and looks at some of the innovations and product silhouettes over the last years.” The New York-based design studio does remain rooted in the 100-year history, with designers looking back at the athletic history, but not resting on that. When we come together and look for an opportunity for a category outside apparel, we want to connect it to apparel.” ![]() “We want to make sure it is all connected, from fabrication to logo execution, we have to make sure it looks brand right. “When we are working with the design, we bring it all together and ensure there is some connection that goes back to who Champion is,” she says. When it comes to creating new product, everything starts from a “Champion brand positioning,” Hennike says. It has already started the expansion into hats, bags and other accessories. Champion has done well with slides, which debuted in 2018, and a women’s line that came out in spring 2019. The fall release of the Tank Sneaker model offers something singular for the brand. The introduction of the Rally footwear in 2018 proved popular enough it has turned into a franchise for Champion with the Rally Hype in fall 2019. The reverse-weave fleece remains a staple of the Champion line, now coupled with footwear for a. That is what we are doing to grow the brand and bring relevance.” “We continue to drive the total outfit message and deliver in trend the right products in what consumers are asking for from us. “In the athletic business, head-to-toe is important,” Hennike says about offering footwear and accessories. The introduction of footwear over the last year has been one focus, both borrowing on current fashion trends and giving future-looking concepts a try. ![]() To that end, Champion has embraced new design opportunities and fresh products to show the breadth of the brand. to highlight their work outfitting college sports teams with uniforms - with the concept celebrating history while moving forward. With continued momentum, Champion has now embarked on its first-ever global campaign, all celebrating 100 years as a brand - Champion started as the Knickerbocker Knitting Company by the Feinbloom brothers in 1919 before renaming in the 1930s to Champion Knitting Mills Inc. Building that experience at retail was important.” “The best part is the ability to have customization. “They have been a wonderful opportunity to showcase the brand and have consumers interact with the brand,” she says. Hennike calls the effort the latest in a direct-to-consumer model that allows them to tell a brand story exactly the way they want while creating customization experiences. Championīorrowing on something already popular outside of North America, Champion recently opened its first-ever brick-and-mortar stores, now with six across the United States from Los Angeles to New York City and Chicago to Boston, with the newest in Las Vegas opening in August 2019. Creating new product has moved Champion beyond heritage-only fashion. ![]()
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