Target // Activewear

From 2017 to 2022 I worked on Activewear for Target. Starting on the Men’s team, I owned Visual Merchandising for Men’s C9, our partnership brand in collaboration with Champion, by Hanes Brands. As mentioned on my Target Apparel page, Visual Merchandising was a new competency for Target and my role coming in to help stand-up this visual team was to lay the ground work for what Visual Merchandising means to Target + how we would apply that to the Men’s activewear division. Because this brand was a partnership with a National Brand vendor, I did a lot of work in the Hanes' Brand office partnering with the C9 Champion team to ensure we were bringing the trends to life in the way they were intended. My role here encompassed all the same things I mentioned on the Target Apparel page: from concepting out the space, to rendering each cycle’s merchandising builds, to mock setting the space with samples, to creating the VMGs, and developing training documents + standards. This work also included cross functional partnerships, building trust with partners, challenging the status quo, introducing new ways of working, + pushing the team to think differently. While over Men’s activewear, I was also able to work with some brand partnerships including an exclusive UMBRO line for Target, seasonal Jack Nicklaus golf collections, + a select stores line of MPG (Mondetta Performance Gear) wear-to-work activewear.

After a couple years of working on Men’s Activewear specifically, and improving guest perception of the C9 brand, which ultimately lead to improved sales growth + cycle after cycle comps, I was stretched to work on Women’s Activewear as well. At the time this was a partnership to help a peer of mine that was already working in that area and to create more brand consistency across the C9 for Target presentations, with the hopes of also improving sales for Women’s Activewear as well. However, very quickly roles were shifted and it became solely mine to plan for + build, in addition to the Men’s categories I already owned at the time. With the absorption of Women’s Activewear came the added brand work of our secondary Women’s Activewear brand JoyLab, as well as the Women’s line of MPG. Not long after taking on Women’s, I was stretched to take on Kid’s Activewear as well, which was inclusive of both Boys + Girls spaces, at the time these were living on different floorpads. The purpose of this was again to have more consistency across the total C9 brand perception for the guest, and ensure we could get to positive sales lifts on all activewear floorpads. I am happy to report that having total Performance under one Visual Merchandiser not only created synergy across the floorpads, improved guest shopping in the spaces + overall brand perception, but all 4 spaces continued to have positive sales lifts and beat both comp + plan every cycle that I was on the business. While over Women’s + Kid’s Activewear, I was also able to work on additional brand partnerships including the exclusive UMBRO line for Target and JoyLab, as mentioned above, as well as Girl’s Dance + Gymnastics assortment with various National Brand vendors.

After successfully getting Activewear for Target in a good place, the next phase of the work was to transition all 4 spaces to being Owned Brand. This was the first brand launch I was able to be a part of from the very beginning of the ideation of the work and see it fully to fruition! I leaned in more heavily with influencing what the space should be + how to bring the brand to life, and was a lead member of the creative roundtable. In 2020, we launched All In Motion, Target’s first owned brand for the whole family, encompassing activewear + workout accessories for Men’s, Women’s, + Kid’s! All In Motion became a $1 Billion brand in the first year!

Below are examples from my time on the Performance categories for Target. These examples are shown in reverse order from how they occurred, in order to highlight my most exciting + noteworthy work first: the All In Motion brand launch! Then, other examples of Activewear work follows, including some brand work for JoyLab, UMBRO, Jack Nicklaus, + C9, from what I could find. You will see the clear change in quality of work, as the beginning stages of Visual Merchandising for Target came with a lot of rules, restrictions, assortment challenges, inventory issues, + not-ideal forms to have to integrate into the experience. Over time, through simplification work + trust building with teams, these hurdles became less restrictive and Visual became more influential in the space, ultimately leading to the successful brand launch of All In Motion.

The intent of the All In Motion brand launch was not only to have our main Activewear brand be under the owned brand umbrella, but to gain credibility in the market, past what we were able to do with our C9 partnership. The goal: to become the go-to activewear destination, where guests would get high-end quality that could compete with LuLuLemon, but at the Target Value guests have grown to expect. Making quality activewear accessible to all.

In creating the right experience for this multi-floorpad brand launch, I had to create both Fixture-block + Merchandising strategies that resonated with the brand intentions + elevated the experience. Taking learnings from working on C9, JoyLab, + UMBRO, I was finally able to reinvent the spaces and leverage the right techniques, as we were finally able to '“dream big” with less rules + restrictions.

The Fixture-block intention, for all 4 floors, was to create a more inviting space, that is also authoritative + dominant, while also providing better sight-lines, by leveraging fixtures intentionally in more of a low-to-high approach. Each space’s final fixture block invited the guest into the space, created clear pathways to get to the backwall, but provided fixture arrangements that encouraged zig-zagging + exploration within each space. The intentional low-to-high fixture usage allowed guests to see the space in its entirety at quick-glance from the racetrack + see with ease what they were (or weren’t) looking for to get them to come into the shop without having to think too long or hard about it.

The Merchandising intention was to create synergy across all 4 areas, and implement a rhythmical strategy that is easy for teams to digest + repeatable. This system was to Lead with Fashion/Must-have/On-trend items, balance the shop by carving out bigger Core item Destinations, Anchor each shop with Value or Big-Bet moments, and utilize new assets (mannequins, forms, risers, etc) to elevate the overall guest experience + highlight important item features.

The final touch was the partnership with our SEM team to bring the space to life through a balance of all necessary signing elements. In the Performance category it is crucial to not only have Inspirational imagery, but a good amount of Navigation + Educational pieces. With a whole new brand, came brand new fabrications, fits, + performance fabric attributes that needed to be communicated to the guest without overwhelming them. It was fun to be able to better influence how and where each of these elements showed up, as well as be a part of material explorations as we aimed to unlock an eye-catching, active-perfect medium to set the brand logo in!

Below you will see examples of all of the activewear spaces: from pre-brand launch work, all the way through the process of ideating, concepting, creating, testing, executing, + the final in-store results. Truly a concept to creation snapshot for Women’s, Men’s, + Kid’s! There are also additional in-store execution images of the ideas coming to life, as well as a handful of future sets/seasons as the space continued to evolve + shine!

All in Motion Brand Launch …

Women’s Performance:

Above are examples of where the Women’s floorpad fixture block was during C9 + JoyLab, and then the ideation process of reinventing the flow of the space + fixture usage for All In Motion brand launch. Biggest callout to note here is that in this brand launch work, we partnered with the adjacent shop: Women’s Intimates + Hosiery, to unlock a different floorpad structure and widen the space.

We were able to get new tables to work with in the space, which provided a cleaner aesthetic + more workable surfaces to implement. In addition, we redistributed assets across all the Activewear floorpads to ensure each shop had the right balance of fixtures based on typical assortment needs. Mannequins were re-imagined for the space to develop into more inclusive forms: both from a body-type standpoint and an inclusive ability standpoint, in order to speak to more guests + allow our customers to see themselves within the brand.

You can see in the map shifts that the key Core category destinations were right-sized + placed on fixtures that amplified them in a way that also allowed the appropriate layer-on of item navigation (i.e. Leggings set by fabrication + functionality, Bras set by support level). Forms were then reassessed + incorporated into the presentation instead of being a layer-on after. Strategically placing these where they benefited the guest journey the most!

Below are then examples of how this new space was merchandised with the launch assortment. Virtually rendering out the space to test the zones + shops. Followed by setting live samples in Mock Store to validate these ideations + theories. Then, after adjusting renderings for any shifts needed coming out of the live validation + creating the VMG for stores, + getting to see it set live in-store! The last photo shows an example of how well stores were able to follow the set guidance and replicate the Fixture block + Merchandising guardrails!

Additional Set Images:

Men’s Performance:

Same example structure as in Women’s. Above are examples of where the Men’s floorpad fixture block was during C9, and then the ideation process of reinventing the flow of the space + fixture usage for All In Motion brand launch. This space changed the least across the full All In Motion scope, because Men’s was the division I had been working on for the longest amount of time, so I was able to play in the space for more cycles and better unlock what worked + didn’t work in the space. Biggest callout to note here is that we also partnered with the rest of the Men’s department here as well, to move the adjacency of where Men’s Performance landed on the Men’s floor, so that it did not live between other Men’s categories, but instead was the lead-in to the space and at the main aisle strike point for immediate guest visibility. This also allowed all of the Goodfellow & Co. branded product to live adjacent to one another.

For this floorpad, we did not get new tables, as the old ones worked well for the Men’s business needs. However, we did redistributed assets across all the Activewear floorpads to ensure each shop had the right balance of fixtures based on typical assortment needs, so this space was able to get more “Hurdle” fixtures to leverage for a streamlined + competitive presentation, as well as more “Convertibles” to support the folded product needs, while being a lower fixture profile than the Moveable Walls in the space previously, allowing easier sightlines to the backwall. Mannequins were re-imagined for this space as well to develop into more inclusive body-type and ability forms.

You can see in the map shifts that the same approach was taken here as in the Women’s floorpad. Leading with those fashion moments, Anchoring with big-bet moments, + balancing the space with key Core category destinations. In that effort, we were able to add in a Pant’s Destination. Key Destinations were right-sized and we ensured merchandising flow was aligned to guests shopping behaviors (i.e. Shorts by end-use then inseam length, Pants by fabrication/ fabric attributes, Tees by fabrication, then neckline/fit). This space + fixture shift also allowed for a Golf Destination to be created as a long-term space for this specific guest. We were also able to clean up the space by removing shoes from this shop + getting all footwear to live together for a one-stop shop for the guest. Forms were then reassessed, absorbing additional legforms from the Goodfellow floorpad to better support our fit-callout needs. Strategically placing these forms where they benefited the guest journey the most!

Additional Set Images:

Kid’s Performance:

Same example structure as in Women’s + Men’s. Above are examples of where the Kid’s floorpad fixture block was during the end of the C9 brand, and then where it landed after reinventing the flow of the space + figuring out the fixture usage specific to the All In Motion brand launch. Prior to the above C9 map, Kid’s was separated into 2 different floorpads: Boys living within Boys and Girls living within Girls.

Biggest callout to note here is that there was a lot more up-front work done for the Kids space. In the pre-work of what the All In Motion brand experience should be, we proposed that these 2 Activewear moments live together for a holistic Kids Activewear shop for 2 main reasons: guest shopping ease so these brands + items don’t get lost in the Boys + Girls floorpad, while standing for an authoritative Activewear shop, but also to lean into the brand priority of inclusivity, having these shops live together allows for cross-over shopping and not sticking to gender norms/silos + truly becomes a buy what suits you space! So, to ensure a smooth brand launch, we tested out this shop move and adjusted Kids adjacencies well before the All In Motion brand launch. This also allowed us to work out any kinks + ensure we could rollout with our best foot forward!

For this floorpad, we were able to purchase tables, so this space had a similar set up + feel to the other 2 spaces, and so the fixture block and merchandising strategies could come to life as intended. We also did the asset redistribution across all the Activewear floorpads to ensure each shop had the right balance of fixtures based on typical assortment needs, so this space was able to lighten the load a bit and not be as jam-packed with fixtures. This allowed for a more approachable shop and easier to navigate space. This also allowed us to create better balance across Boys and Girls, to feel truly like one shop experience. The overall footprint of this combined shop stayed relatively the same, and we were already leveraging the low-to-high fixture usage, but the fixture cleanup helped make it that much more streamlined. Mannequins in this space were the only thing that was not on the same page as Men’s and Women’s, based on investment budget.

We wanted to incorporate inclusive ability mannequins (i.e. one-leg/metal runner leg, or a kid in a wheelchair with a ramp platform base) to again nail home the inclusivity factor and that All In Motion is for everyone. Unfortunately, we couldn’t make that happen for launch. So instead, we leaned harder into this narrative for our inspirational SEM imagery! We did gain some additional mannequins from the Kids space, which allowed us to have more inclusive Kid age/size representation, as well as non-runner mannequins in the space to help with the “activewear for all” narrative.

You can see in the map shifts that the same approach was taken here as in the Women’s floorpad. Leading with those fashion moments, Anchoring with big-bet Value moments, + balancing the space with key Core category destinations. Both Boy + Girl had similar shop flows + similar Destinations carved out (i.e. Shorts/Skorts, Core Tees, + a Fleece Hub, as well as Compression/Core Black Leggings Endcaps).

Additional Set Images:

Additional Set Photos:

Social Buzz:

JoyLab …

When I joined the Women’s Performance team + started absorbing the JoyLab brand, there were a lot of hurdles we needed to figure out for stores. This brand is rooted in trend and focused on the younger generation, with more frequent updates + heavier collection representations. Because of this, the merchandising hand needed to be more curated + elevated while being fun! Having the concept of Visual Merchandising still so new to Target store teams, there was a lot of work to be done with regards to training tools to help guide team members on merchandising differences across spaces and how to leverage our fixture packages differently to emulate these different brand aesthetics + narration. In addition, the JoyLab brand itself went through many iterations on what it meant to pull together collections. At the beginning, the assortment capsules were very focused on solely color collections — a Garanimals for Women’s activewear, if you will. Over time, I was able to help influence the Merch team, leveraging competitive swipe + a deeper dive into the space and capcity fluctuations by item type, to think about their assortment differently. The collections shifted to incorporate more prints and patterns, and lean into more silhouette types + mixed fabrications. This allowed the Visual Merchandising possibilities to open up and be less basic + restrictive! With the All In Motion brand launch, we were also able to explore different fixture types in the space + that opened up fixture block opportunities and storytelling ways-in as well. Below are just some examples that show different parts of that evolution + exploration.

UMBRO …

UMBRO for Target was a fun partnership to work on. These collections touched all the performance floorpads: Kids, Mens, + Womens. This was one of the first curated A&A collections that explored same-brand designed accessories + cross-merch items, such as: soccer balls, backpacks, shoes, socks, etc. This collaboration ran for multiple cycles, and allowed for a lot of cross-merch exploration, which was a lot of fun for me: mixing soft-line apparel with some of the more hardline goods. The below images don’t capture the full exploration of each set, and not all images are representative of stores setting these spaces 100% accurately to the VMG direction, but they are at least representation of some of the sets and general guidance.

C9 by Champion …

When I first joined Target, and we were standing up the Visual capability, C9 was a pre-existing brand and shop within the Men’s space, for activewear. Target had a partnership with Hanes brands, who owns Champion, to design and develop C9 Champion for Target: exclusive merch only offered in Target stores. This partnership was for all departments: Men's, Women’s, + Kid’s. At the start of the Visual Merchandising team creating, Target stores were just a sea of racks, set in a grid formation, with minimal to no storytelling happening, just product on fixtures. My time in this space was really a heavy lift. Not only building trust with Merch partners and our Space and Presentation teams, who had been doing all the product-placing decisions prior to Visual existing, and convincing them there is value in what Visual Merchandising can provide to the space — not only from a storytelling lens, but to help with capacities, sales turn, signage + promotion, and ultimately building the basket and improving sales. On top of starting from the ground up with building relationships + forming trust, to be a valued member at the Performance roundtable, I was also responsible for creating what this experience could, should, + would be for Target. Leaning into fixture type explorations + purchasing, bustform refinement work, fixture block adjustments, intentional mannequin + form usage, overall shop zoning + product mapping, storytelling curations, product hang/fold decision making + alignment, as well as all VMG build direction from set instructions + guidance, 2D map labeling, 3D and physical space merchandising with samples + CADs, capacity guidance, any trainings + how-tos for store teams, replenishment strategies, floor recovery prioritization, and communicating flexing plans incase of sell through. Throughout this time, I leaned into cross-merch explorations as well as clean-up: at first trying to get the existing product (shoes) under control and presented in a better way within the space, then eventually partnering to get these out of the space and living with the other footwear for a one-stop shoe destination for the guest. There was a lot of trial + error in the up-front work and my first couple years getting this competency off the ground. We explored new ways to leverage fixtures: bridging them with hardware to make additional merchandisable space. Looked at different types of forms and evaluating the pros + cons of each, to right-size the in-store packages and elevate the presentation in the best ways. Executed deep-dive studies of capacities for every item type and every fixture accessory/hardware type, to ensure Merch teams could buy appropriately to the space they have and help with in-stocks, ultimately improving presentation + having the shops appear more full, while also improving units moved + sales gained. Explored many, and I mean MANY, different fixture blocks and floorpad arrangements to evaluate + hindsight guest shopping journeys and assess overall pros + cons of each. Created core item destinations and balanced those with intentional fashion/trend curated storytelling moments. After getting in a really great place with the Men’s Performance team, I was eventually stretched to support + then take over the Women’s Performance business as well as the Kid’s floorpads: both Boys + Girls eventually transitioning these into one Kids floorpad. A lot of the testing + ground work that happened while on the C9 business helped us gain valuable knowledge to learn from that informed my decision making for the successful brand launch of our owned brand All In Motion. Again, this was the very beginning of Visual Merchandising existing at Target, so there were a lot of restrictions in place for what we could + couldn’t do. These restrictions lightened over time and the Visual team as a whole was given more grace to explore + experiment, eventually allowing for not just Visual Merchandising to improve, but capacities and overall assortments to improve as well. Below is a mix of images, both in Mock Store explorations, physical store location testing, and 3D SketchUp rendering explores, for Men’s, Women’s, + Kid’s spaces.

Men’s C9: