Evolving an iconic brand for a new generation
- ClientChampion
- IndustryConsumer Product · Advertising & Marketing
- ServicesCustomer Experience · Branding · Marketing · Technology
- CapabilitiesCustomer Experience · Product & Experience Strategy · Improvement & Optimization · Brand Transformation Strategy · Analysis and Strategy · Content strategy
How Champion evolved e-commerce for a new generation
As Gen-Z and the broader market shifted toward online shopping, social media raised the bar for what people expect from an e-commerce experience. Champion faced a timely opportunity to translate its cultural momentum into a stronger digital shopping journey for a new generation.
Continue reading to learn how the team approached evolving Champion’s e-commerce to meet changing shopper expectations, and what that work revealed about connecting brand relevance with online conversion.
Key Takeaways
Built a product roadmap driven by data
Delivered an eCommerce experience centered around Gen Z
Crafted a scalable content and design system
Beat the holiday rush with a 6-month launch
Build to Scale
We created a comprehensive UI kit for Champion's flagship digital store, including icons, buttons, and more, built with scalability in mind for future implementation across the entire Hanes brand portfolio.
With Gen-Z and the world trending towards online purchases, social media has transformed the landscape and expectations of shoppers. At a pivotal moment where Champion could capitalize on their cultural boom with online shopping, they trusted Code and Theory to lead strategy and design for a reimagined e-commerce experience.
We partnered with Champion to reimagine their e-commerce experience—grounded in journey and conversion analysis, and shaped by audience segmentation. The work focused on quick wins and optimizations that made shopping faster, clearer, and more aligned with social-first behaviors.
Data X Design
Champion focused on quick wins and optimizations to evolve their e-commerce experience. To pinpoint the highest-impact opportunities, we analyzed key journeys and conversions. Using segmentation (one-time buyers vs. repeat visitors, etc.), we tailored the experience to different shopper behaviors—improving conversion while building brand affinity.
Expanding Audiences: Gen Z in the Spotlight
Social-savvy shoppers use apps like TikTok and Instagram to discover and buy. Our insights showed some of their habits include shopping an entire look from head-to-toe. Knowing that, we created a responsive experience that paired with their native behavior. ‘Shop the Look’ brings those head-to-toe outfits into a single, streamlined flow, helping customers move from inspiration to checkout with fewer steps.
Shop the Look
Built around head-to-toe shopping behavior, ‘Shop the Look’ brings complementary pieces together in one flow so customers can add a full outfit at once. This reduces back-and-forth between product pages and helps keep momentum through checkout.
The Power of Product
Product presentation and descriptions helped ensure consistency across pages—from custom-made icons that make benefits more scannable to amplifying user-generated content and reviews. Together, these updates strengthened the product story and made it easier for shoppers to compare options and feel confident in what they’re buying.
A shorter path from browsing to buying
To boost conversion, we shortened the purchasing journey by allowing customers to “Add to Bag” from anywhere. This made it easier to shop and add products at every touchpoint, without forcing customers to backtrack through the experience. By reducing friction, we helped shorten the path to purchase across the site. The result was a more seamless way to move from browsing to buying.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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