Champion Targets Plus-Size Women with Online Store

Share this content:
Champion Athleticwear, a division of Sara Lee Corp., has made its first foray into e-commerce with the debut of an online store for women shopping for plus-size sports apparel.


Located at www.championwoman.com, the site targets the 20 million, size 14-plus women who are regular exercisers.


"We anticipated that a large portion of our customers will be current Champion customers who already know their size," said Heather Stefani, senior marketing director at Champion, Winston-Salem, NC.


The Champion Woman collection was first introduced to the market in 1999. The line is now available nationally.


But research by the apparel maker found that there was an unmet demand for a convenient way to shop online for hard-to-find sizes.


"Larger women yearn for style choices similar to the selection that is available for their slimmer counterparts," Stefani said. "Ninety-four percent [of those surveyed] said athletic apparel for larger women was highly appealing."


Championwoman.com will start off by selling eight sports bras, two T-shirts and six bottoms. Sports bras will sell online for $35, T-shirts $25, and bottoms from $24 to $38 based on the style and length.


In the summer, Champion will introduce Champion Woman wear online and at retail in deep sky and African violet colors.


Stefani is aware that apparel is a tough sell online, with returns a major bugbear for online retailers.


"For those customers wishing to make a size exchange or return, Champion will honor merchandise returns that are shipped back to Champion within 15 days after the date the item was shipped," she said.


The Web site will be plugged in a spring advertising campaign breaking in April, with the tag line, "Women come in all shapes and sizes. Now their activewear does too."


The company would not specify Champion's share in the plus-size athletic apparel segment.


Channel cannibalization is a major issue that could hobble Championwoman.com. Retailers may not like a manufacturer like Champion having its own competing store, albeit online.


But Stefani is not fazed.


"We feel that the availability of the Web site will enhance the consumer's awareness of the category and encourage them to look for it at their regular Champion retailer," Stefani said.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above