SAN FRANCISCO — Target Corp. has built C9 by Champion into a $1 billion brand within its doors and will soon see how the activewear label performs beyond those barriers.
Today, the Minneapolis-based retailer will open a C9 Active Apparel store, the first retail concept Target has introduced not under its own name since a five-year experiment with specialty Everyday Hero stores ended in 1997. Housed in 3,000 square feet inside Westfield’s Metreon complex in San Francisco just below the fifth CityTarget in the U.S., the store reflects the strength of the activewear sector and Target’s strategy to make further inroads with urban shoppers who are turning activewear into all-day uniforms.
“This site in particular had additional space adjacent to the main store. We started thinking about what brands would make the most sense to isolate from the mother brand. Given the demographics of San Francisco and the growth of C9 overall, it didn’t take long for us to come up with the idea of opening a C9 Active Apparel store,” explained Target spokesman Joshua Thomas, who added, “The goal we had in mind was to create a lifestyle store and separating that from the Target store allowed us to create an environment fully immersed in the brand.”
Besides its proximity to a CityTarget, the C9 Active Apparel store, which Thomas said was designed internally by Target without involvement from C9 by Champion manufacturer Hanesbrands Inc., provides few clues that it is affiliated with Target. There is no Target signage, nor its ubiquitous bull’s-eye logo. Target’s red and white coloration is abandoned in favor of orange, and the C9 salespeople, who alternate between CityTarget and C9, wear orange shirts when on duty at C9. The industrial feel evoked by concrete flooring and exposed ceilings is in marked contrast to Target’s big-box aesthetic.
There are more than 300 styles of apparel merchandise in the store, and more than 100 accessory and sporting goods items. Apparel is roughly 60 percent women’s and 40 percent men’s. The women’s merchandise is grouped near C9 Active Apparel’s main entrance on Fourth Street, while another entrance next to the CityTarget escalators off of Mission Street leads to the men’s area.
Target was careful to localize the C9 Active Apparel store. There are products emblazoned with San Francisco’s main attractions such as the Golden Gate Bridge. A film of people being active around the city greets shoppers when they come into the store, and photographs taken in San Francisco of yoga, running and pick-up football are exhibited throughout. The fitting room even has an approximate map of San Francisco with the message, “You are a run, bike, or yoga stretch away from the best urban workouts on earth.”
When C9 by Champion launched in 2004, sports bras were a core part of the assortment and remain bestsellers. A wall filled with colorful sports bras is a central merchandising feature of the C9 Active Apparel location, as is a wall of basics with socks and boxer briefs, among other items. There are also fixtures spotlighting an array of pants in short, capri, legging and boot-cut varieties. Four display tables highlight specific items, including $24.99 Advanced Super-Soft quarter Zip Jackets and $9.99 Active Power Workout T-shirts. Across the C9 assortment, the categories that are missing from the C9 Active Apparel store are footwear and children’s, which is available at the adjacent CityTarget location.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)