Target and Champion Partner on Apparel Collection
On Wednesday, Target announced that it has struck a multiyear deal with Champion, the sportswear brand long associated with hoodies and sweatpants. Authentic Brands Group bought Champion from HanesBrand last year. Starting in August, Target will carry an exclusive line of more than 500 items from Champion in most stores and online, including apparel for adults and kids, sporting goods, accessories, and bags. It will also have a limited-time collection of varsity-inspired apparel for women and men from Champion in September. Most items will cost less than $40, the company said.
Total Retail's Take: Target is going back to a trusted strategy to help it boost sales and profits: brand collaborations. For example, Target has enjoyed success with long-term partnerships with leading brands such as Levi's, Ulta Beauty, and Kendra Scott. In addition, limited-time collections with other brands, such as Diane von Furstenberg, have proved fruitful for the Minneapolis-based retailer.
Offering desired brands, such as Champion, at accessible price points can help Target attract cost-conscious shoppers, who are increasingly tightening spending on apparel and discretionary items. We'll see what impact this latest brand collaboration will have on Target's sales.
