Classics are back in style
If I were to tell you that in 2018 one the most popular and profitable brands out right now would be Champion would you believe me? Well Hanesbrands saw sales climb 2 percent in the third quarter ended Sept. 30, to $1.80 billion, returning to organic sales growth, for the first time in eight quarters. The rise was driven primarily by double-digit international segment growth. On the international front, net sales increased 16 percent and operating profit increased 25 percent for the International segment in the third quarter. Results were mainly driven by the high demand of Champion and brand growth in Europe and Asia (http://us.fashionnetwork.com).
Hanesbrands Inc. Stock
Champion apparel was everywhere in the 90’s and was a very popular in sportswear. Champion produced uniforms for all the NBA teams during the 1990s, and some NFL teams during the 1980s and 1990s. It has also produced sportswear for many major colleges.Champion was also the kit manufacturer of the Olympic basketball team also known as the “Dream Team” that competed at the 1992 Summer Olympics. Even at the time when there was only a fraction of the number of clothing brands that there are now, there weren't many labels that had Champion's insane demographic reach. It was the uniform for jocks and preps, but also for skaters and hip-hop heads. Champion was all over the hardcore punk scene, but it was just as popular among jam band fans.
Then the hype died down drastically Champion went from being one of the hottest brands out to being a Walmart brand. During the early 2000’s to just recently Champion was known to most as an afterthought. A brand that was really only bought in stores like Walmart or Target something cheap and lacking in quality. Champion was and still is being sold in Walmart or Target however, the newer Champion gear is completely separated from the Walmart lines.
One key element in the brand's comeback has been Champion’s way of capturing the eyes of the quote on quote “Hypebeasts” as well as the causal shopper. Champion has done that with a barrage of headline-grabbing collections with a broad range of collaborators, from Supreme to Vetements even brands like A Bathing Ape,and Wood Wood. These major collabs not only kept Champion's name in everyone's mouth, but also highlighted the brand's versatility.
Nowadays Champion is at the forefront of 90’s nostalgia within fashion. In a quote from Manny Martinez (Champion’s global brand ambassador) he said, “I think we're in a golden hour. The brand doesn't actually need collabs right now. Not that we don't appreciate them, but now is when the brand can live on its own. When you see Kylie Jenner wearing the brand on her own, it's not because it's a collab. You see people wearing it because it's Champion. That's the beauty of it."
Champion is a brand that’s seen it’s fair share of highs and lows over the years. However, it’s hard to understate the phenomenal comeback of this brand. There comeback is something that brands looking to resurrect or emerge in the fashion scene need to look and model their approach after Champion. Don’t be surprised if you see Champion continue to succeed and prosper in the fashion industry.
Watch the video :)
“THE BIGGEST UPCOMING HYPE BRAND! HOW CHAMPION IS GETTING HYPE!”
Jennifer,Braun. “Hanesbrands Revenue Hits $1.8bn, Global Champion Sales up 16%.” FashionNetwork.com, 1 Nov. 2017, us.fashionnetwork.com/news/Hanesbrands-revenue-hits-1-8bn-global-Champion-sales-up-16-,886698.html#.WoOW4oPwbZ6.
Raymer, Miles. “How Champion Became One of the Coolest Brands Around-Again.” Esquire, Esquire, 9 Oct. 2017, www.esquire.com/style/mens-fashion/news/a54070/champion-sweats-comeback/.