Client: Hanesbrands Inc.
Location: Asia Pacific
Size: 1500SFT - 3000SFT
Date: 01/01/2023
Services: Retail Strategy | Retail Design | Fit-out
The objective of this project was to align the Champion brand globally at retail. Hanesbrands Inc., the parent company of Champion, collaborated with Goodss, a leading retail strategy consulting firm, to develop a cohesive and impactful retail strategy that would resonate with consumers across different markets.
The project kicked off with an in-depth creative audit of Champion's North American stores, spanning from New York City to Los Angeles. This audit aimed to identify the core elements that defined Champion's retail presence and its success factors. By closely examining store layouts, merchandising techniques, and customer interactions, the audit provided valuable insights that served as the foundation for the global alignment initiative.
Building upon the insights gathered from the audit, Goodss worked closely with Hanesbrands Inc. to develop a retail system that could be rolled out globally. This system encompassed various aspects, including store layout guidelines, visual merchandising standards, and customer engagement strategies. The goal was to create a consistent and recognizable brand experience for Champion's customers, regardless of their geographical location.
A key outcome of the project was the development of a retail fixture system that facilitated the rollout of the new brand-aligned retail experience across the Asia-Pacific (APAC) region. The fixture system was designed to be adaptable to different store formats and sizes, ensuring a cohesive visual identity while accommodating variations in store layouts and local preferences.
The APAC rollout involved close collaboration with Champion's APAC division to understand the specific market nuances and consumer behaviors in the region. By tailoring the retail strategy to the preferences of APAC consumers, the project aimed to enhance customer engagement and drive brand loyalty in this crucial market.
Throughout the project, Goodss and Hanesbrands Inc. worked together to ensure that the Champion brand essence was maintained while accommodating cultural differences and regional considerations. The result was a comprehensive retail strategy that aligned the brand's visual identity, customer experience, and messaging across all retail touchpoints in the APAC region.
In conclusion, the Champion project focused on aligning the brand globally at retail by leveraging insights from North American stores and developing a cohesive retail system. Through an in-depth creative audit, collaboration with Hanesbrands Inc., and the development of a versatile fixture system, Goodss supported Champion in creating a consistent and compelling retail experience across the APAC region. The project not only strengthened Champion's brand presence but also ensured that customers around the world could enjoy a unified and engaging shopping experience that reflected the essence of the Champion brand.