FIG 1
FIG 2
GYMSHARK X ROBIN GALLANT PROMOTIONAL CAMPAIGN AW20/21
UNIVERSITY OF LEEDS Fashion Marketing 201221271 WORD COUNT: 3082
FIG 3 FIG 4
CONTENTS Section 1: Situational Analysis 3
Sector Overview
7
Competitive Review
Brand Overview
5
Consumer Research
11
Section 2: Marketing and Communications Plan 11
Marketing Objectives
15
Positioning Strategy
Target Audiences
14 17
Communication Objectives
21
Budget Recommendation
18
Communications Mix
Section 3: Creative Plan 23
Creative Objectives
27
Creative Materials
Creative Strategy
26
Section 4: Media Plan Media Objectives
37 37
Media Strategy
47
Reference List
Appendix
42
Figures List
48
1
2
FIG 5
FIG 6
SECTION 1: SITUATIONAL ANALYSIS
SECTOR OVERVIEW Activewear is “a utility apparel, which enhances the performance of athletes during sports or fitness physical activities by improving the body movement as compared to regular clothes” (Allied Market Research [AMR], 2017). The global activewear sector is expected to “reach $547 billion by 2024” (Marci, 2020) due to the competitive nature of the increasing number of fast fashion brands against “traditional sportswear retailers” (Marci, 2020). Another reason the sector is growing is due to shifting lifestyles (Market Watch, 2019), for example, the growing awareness for fitness in general has caused a shift in the participation of “female consumers in sports activities” (Market Watch, 2019). As well as, the increase in disposable income and the age gap between the young and old taking a part in physical activity (AMR, 2017). As a result, over 6 million people in the UK are members of health and fitness clubs, and there has been a significant increase in gyms around the country (Houghton and Buller, 2020).
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Globally, the market is mostly dominant in North America, leading to an up and coming trend of wearing “athleisurewear as office and casual wear” (AMR, 2017). Europe specifically has been developing quickly due to popular sports events and Asia-pacific is expected to have the “highest growth rate from 2018 to 2024” (AMR, 2017) because of an increase in concerns for health and wellness. Within the fashion apparel sector as a whole, there are trends and developments which have helped the growth of the segment. For example, the increase of usage of mobile devices
has been a catalyst to this growth as there are now 3.8 billion social media users (Kemp, 2020). . For example, the social platform Facebook, there were 2,271 million monthly active users in 2019 (McKinsey, 2020). Furthermore, although there is a upsurge in social media, the in-store customer experience is also continuing to shift, for example through the introduction of “exciting and immersive in-store experiences” (Genchur, 2020) such as Pop-Up stores, which will in turn help consumers “move seamlessly between their online and in-store experiences” (Genchur, 2020).
The total revenue of the global sportswear market size is increasing rapidly, it is estimated to reach $207.79 billion by 2025 (O’Connell, 2019), see Appendix A. Gymshark is described as an “empire valued between £300million and £400million” (Lavendaire, 2019). 4
FIG10 FIG 7
Gymshark “is a fitness apparel and accessories brand, manufacturer and online retailer based in the United Kingdom” (Gymshark, 2020), producing “innovative, effective performance wear” (Gymshark, 2020). Originally founded in 2012, by Ben Francis at the age of 19, it has now developed into one of the “fastest growing and most recognisable brands in fitness” (Gymshark, 2020). It can be argued this was caused by the brand finding a gap in the market and providing trendy, “fitted and practical clothing” (Matravers, 2018).
FIG 8
A main area of their brand identity is the community they have created with their consumers online and offline, for example, global pop ups, collaborations and large events. In using the Batra & Keller (2016) model to evaluate these forms of promotional activities, it is evident that they “create brand imagery and personality”. This aids Gymshark’s competitive advantage and generates loyalty from their consumers.
Gymshark is renowned for being one of the first brands focusing on influencer marketing, for example, they began sponsoring “iconic body builders” (Matravers, 2018) and fitness fanatics on YouTube, Instagram and Facebook. Their social media presence pushes their reach globally to all consumers.
FIG 9
Appendix C and D shows Gymshark’s current extended marketing mix (7Ps) and Brand Identity Prism which has been used as a tool to analyse Gymshark’s unique brand image. This assists Gymshark to ensure the product is right for the specified market (Posner, 2011, pp.41) and influence consumers to make a purchase. It can be seen that a large majority is placed in promoting the brand’s personality through a variety of channels. Therefore, this will be a focus for this current promotional campaign.
BRAND OVERVIEW FIG 11
This is shown through their online operations as they sell to 131 countries, and their sales growth increasing dramatically every year (see Appendix B) for example, 103.2 million sales in 2018 (Lavendaire, 2019).
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COMPETITIVE REVIEW FIG 12 FIG 15
FIG 13
FIG 17
FIG 14 FIG 16 FIG 18
One of Gymshark’s aims over the next few years is to be “the UKs answer to Nike and Adidas” (Rider, 2018). Both of these brands use their popularity and idea of durable trendy clothing to keep their market share. 7
8
FIG 20
Gymshark, unlike its competitors have had an advantage due to not using traditional forms of advertising. Events such as #LiftManchester are the “nucleus of the brand” (Francis, 2019) with the focus of the relationship they have with their customers through face-toface meets. This has enabled Gymshark to maintain a loyal consumer base. From the engagement on their website shown in Appendix E over six months between August 19’ and January 20’, there were 3.34million total visits, with 87.44% of traffic sources coming from organic searches. However, a strong area that Gymshark focuses on is influencer marketing, which has now helped the brand to expand into the international markets (Matravers, 2018). A SWOT Analysis (Posner, 2011), seen in Appendix F has been used highlight the internal strengths, weakness, opportunities and threats of Gymshark.
It demonstrates certain opportunities such as a collaboration or event/popup store which can be used in creating a strategy to gain a higher competitive advantage.
NIKE. Nike promote themselves as a brand that aims to bring “inspiration and innovation” (Nike, 2020) to everyone. They collaborate with musicians, fashion designers, athletes and sports teams with high social followings, for example Serena Williams. High-quality photos and videos are used on their website to demonstrate the durability and quality of their products. One area which is unique to the brand is the opportunity to personalise and customise your trainers. This is likely to attract new customers and people who like owning their own unique items.
By utilising the Aaker model (1996) to assess Competitors and Self-Analysis, a Marketing Map (Appendix G) has been produced to display Gymshark’s current competitors and large market players, such as Nike and Adidas. Using a questionnaire as a form of Primary Research was crucial to gain first-hand information into the current consumers of Gymshark (Appendix I). It is evident that the main sportswear companies that consumers were aware of are Nike and Adidas. One of Gymshark’s aims over the next few years is to be “the UKs answer to Nike and Adidas” (Rider, 2018). Both of these brands use their popularity and idea of durable trendy clothing to keep their market share.
FIG 21: Instagram Following
FIG 22 FIG 19
ADIDAS. Adidas believe that they have “the power to change lives” (Adidas, 2020) through sport. Like Nike, Adidas promoted their brand using traditional marketing techniques such as television adverts. In addition to this they sponsor sports teams and have collaborated with Kanye West with the successful Yeezy line.
FIG 23: Instagram Following
#LIFTMANCHESTER
10
FIG 24 FIG 25
CONSUMER RESEARCH Gymshark targets men and women aged between 16-25 of all levels of fitness. As a part of Generation Z and the middle class, their incomes tend to be low and “most will not have a car” (CACI, 2019). In using Rogers’ Diffusion Theory (1995) to understand how a consumer adopts certain products, Gymshark’s consumer falls into the “Early Majority” segment. They likely to buy into a trend after they have “seen it worn by others” (Posner, 2011, pp.127).
FIG 26
The consumer will mostly focus on quality, style and price, mainly within, £15-60. This demographic tends to spend more money on fashion (Jackson and Shaw, 2009), as well as their “online identity” being important (Posner, 2011, pp.115). Main interests revolve around staying active, social and leisure activities (CACI, 2019). Making reference to Maslow’s Hierarchy of Needs (2011), (Appendix H), used to analyse consumer motivational drivers, it is highlighted that consumers purchase certain products centred around their hobbies (Posner, 2011, pp.121). Moreover, as consumers are increasingly putting effort towards a healthier lifestyle, wellbeing is becoming a key motivator of buying behaviour. (Mintel, 2019). As a fashion-conscious consumer, they will frequently shop for new trendy clothing. Gymshark realises their consumer buying habits, therefore provides student discounts. They offer constant engagement with consumers through email marketing, blog posts and social media posts, in addition to an easy to use, minimalist website, fitting the brand identity perfectly. Their values as a company are pushed through all forms of communications with the consumer.
As regular internet users, they frequently engage on social media sites and are “generally comfortable with researching and buying goods” (CACI, 2019) after monitoring key influencers who they value (Bendoni, 2017). Based on global marketing segmentation in the sportswear industry, Gymshark’s target market can be put into the “Conspicuous Fashion Consumer” (Ko et al, 2011). Referring back to the questionnaire (Appendix I), used to find what consumers look for when buying activewear.
FIG 27
(Appendix I)
FIG 28
FIG 29
TOUCH POINTS PRE PURCHASE PURCHASE POST PURCHASE
PR, Reviews - e.g. YouTube Videos, Social Media Marketing and Online Advertisement, Influencers Events, Sales Promotions, Student Discount Social Media, Customer Service, Packaging, Product Feedback TABLE 1
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12
FIG 30 FIG 31
MARKETING OBJECTIVES This promotional campaign for A/W20-21 isn’t based on finding a new target market, it will be focused around their current brand identity, using an array of above and below the line marketing. Based on Primary research, Gymshark’s target market are already 97.8% familiar with the brand (Appendix I). Making use of the AIDA model (2016) to identify the stages the consumer needs to go through to make a purchase, Gymshark needs to focus on stimulating interest and desire to prompt the consumer to take action of buying the products. The marketing objectives will consist of: Building the Gymshark community is a main priority throughout the brand’s culture. Therefore, this promotional campaign will focus on further generating brand awareness of Gymshark and building the online community. Grow the social media following on all main platforms, as this is how they communicate with their consumers Increase market share in the UK by 5% to help Gymshark increase their competitive advantage with large market players. The success of this campaign will be based on the engagement with the Gymshark website and the amount of traffic it gains.
SECTION 2: MARKETING AND COMMUNICATIONS PLAN 13
TARGET AUDIENCES PRIMARY From questionnaire results (Appendix I), the main cohort were females ages 1825, therefore, this will be the target market for the promotional campaign. This coincides with their desire to post their experiences online and disseminate information through e-WOM. This should generate user generated content to help build Gymshark’s online community and social media following. Their interests include fitness, yoga, beauty, sports and fashion. SECONDARY New potential customers are the secondary target. They represent people who will see the user-generated content, may know of Gymshark but may shop for activewear elsewhere. They value price and functionality rather than what brand they shop from.
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FIG 32
FIG 38
POSITIONING STRATEGY
FIG 42
FIG 33
A mantra she lives by is “Do what you love, even if that’s not what others expect of you” (Gymshark, 2020b) which is what her brand is centred around. Her content has helped inspired others to change small areas of their life to lead towards a healthier lifestyle. Consequently, this collaboration is intended to celebrate women, coinciding with Gymshark’s mission statement of creating “tools that help people unlock their full, incredible potential and put their ideas into action” (Gymshark, 2020a).
Gymshark originally filled a gap in the market, developing silhouettes which weren’t used in the market. Along with their use of influencer marketing, it pushed their success into the company that it is today. By utilising a campaign that attracts their target consumer, it will reach potential consumers through increased awareness on social media, such as Instagram, YouTube and TikTok to help integrate further into the UK market and globally. For example, they are in the top 10 social platforms used globally (Appendix J).
FIG 39
FIG 35
FIG 34
@Gymshark 4.3m Followers
@Gymshark 1.8m Followers
FIG 36
FIG 40
@Robingallantt 914k Followers
FIG 41
@Robingallantt 15.5k Followers
FIG 37
@Gymshark 255.9k Followers
GymsharkTV 242k Subscribers 15
Other collaborations have been exceptionally successful with Gymshark, for example, Steve Cook, Whitney Simmons and Nikki Blackketter. Therefore, this campaign will focus on a collaboration with Robin Gallant. A Gymshark Athlete, former powerlifter, figure competitor and fitness model (Greatest Physiques, 2016). She communicates with her followers through her Instagram and YouTube channel by posting fitness videos and fashion hauls. Starting her fitness journey during her university experience can help to relate with the target market.
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Robin Gallant 407k Subscribers
FIG 43
FIG 45
FIG 46
COMMUNICATION OBJECTIVES MARKETING OBJECTIVES
COMMUNICATION OBJECTIVES
Generating brand awareness and building the online community
Generate user generated content on the highest used social media platforms e.g. Instagram, Twitter and TikTok
Grow Social Media following across all platforms by 5%
Develop an online competition which requires sharing online posts to 3 social media platforms to increase brand awareness through the hashtag #gymsharkxrobin.
Increase market share in the UK to help competitive advantage with large market players
To develop a strong traditional marketing campaign in London which makes use of the London Underground and Guerrilla marketing in order to drive sales in the pop-up store.
In Interpreting the Integrated Marketing Communications (2011) model to coordinate a clear communication mix to display the brands attitudes and values, such as “Being a Visionary” (Gymshark, 2020a). Gymshark will use a range of sales promotions, public relations, traditional advertising and direct marketing. Making reference back to the AIDA Model (2016), to identify the catalyst to prompt the consumer to make a purchase. By creating a limited-edition collection, it will create buzz and excitement through the idea of exclusivity.
TABLE 2
FIG 44
When compiling the communications mix, exploring Ben Francis’ own YouTube channel helped to research the future of Gymshark. He explains that events were the most important areas of growing the company (Francis, 2019). Therefore, careful communication methods need to be chosen to help the success of the collaboration. The IMC Conceptual Framework (Batra and Keller, 2016) has been used to show the outcomes and objectives of the chosen communications. More information on these communication strategies will be discussed further in the Creative Plan.
COMMUNICATIONS MIX 17
18
FIG 47
FIG 48
FIG 50
FIG 49
PAID MEDIA OWNED MEDIA Website Gives Gymshark their own specific identity through which their whole brand is portrayed to customers. This is mainly due to them online selling from online. This is one of the most important communication strategies as it is one of the primary places a potential buyer will visit to understand the brand (Blanco-Velo, 2019). Visitors to the website will be alerted of the new campaign launching and will have the opportunity to sign up for updates. The goal is to create imagery and awareness and build trust between Gymshark and the consumer.
Blog - Gymshark Central Gives Gymshark their own specific identity through which their whole brand is portrayed to customers. This is mainly due to them online selling from online. This is one of the most important communication strategies as it is one of the primary places a potential buyer will visit to understand the brand (Blanco-Velo, 2019). Visitors to the website will be alerted of the new campaign launching and will have the opportunity to sign up for updates. The goal is to create imagery and awareness and build trust between Gymshark and the consumer.
Email Marketing Targeting consumers with Gymshark updates including the collection, blog posts and healthy recipes. This will only reach consumers if they subscribe, therefore will reach customers who are very interested in the product and proving their customer loyalty. The aim is to inspire action and drive sales by promoting to mass groups of people. London Underground Billboard A unique marketing environment where large advertisements will be placed in specific underground. Station platforms representing Gymshark’s culture. This will reach potential customers and a large volume of daily commuters such as tourists, luxury shoppers, workers etc who are likely to have a busier and fast-paced lifestyle as well as a larger disposable income (Hint Media 2020). Around 150,000 commuters use the underground every day, therefore will create awareness and a response. For example, looking up the product online displayed to them on the advertisement, leading them to the Gymshark website, enticing new buyers. Influencer Marketing Sending PR Packages to fitness influencers at different stages, e.g. micro, mid-tier and mega influencers (Launch Metrics, 2020). These influencers tend to have a strong relationship with their engaged followers as consumers look for influencers who they can connect with and relate to. (Launch Metrics, 2020). They will post PR unboxings and information about the pop up on Instagram stories and YouTube showing the new collection. An increase in posts leading up towards the launch of the collection will help create ‘desire’ amongst consumers.
Guerrilla Marketing A marketing approach which is now an “established trend within fashion retail” (Posner, 2011, pp.95). This will be used around the time of the pop up, where stickers, and street stencils/reverse graffiti with the created hashtag placed around London where people can take photos and post on their social media to be entered into winning a prize. The aim is to create user generated content, and an experience for the consumers. This creates per19 sonality and will help to build the Gymshark community.
SHARED MEDIA
EARNED MEDIA Word of Mouth With the collection being promoted online and offline, the collection may be bought by other influencers and featured on unsponsored YouTube hauls. This may bring different points of views as this communication is very strong (Jackson and Shaw, 2009, pp.160). However, Gymshark has a strong reputation. Positive communications will help create interest and brand personality which is critical for a brand’s (Klein et al, 2016) success. Hashtags The hashtag #GYMSHARKXROBINGALLANT will be used to gain momentum on social media platforms for the collection and competition to create user generated content. With the aim to become trending, potential customers will see this online and help expose the campaign to a wider audience. This should create brand awareness (Bendoni, 2017, pp.164), interest and emotion, causing searches and traffic towards the Gymshark website. As the majority of Gen Z look for the spread of e-wom, using the hashtag will allow interaction between Gymshark and the consumer. Coverage from small magazines, blogs and websites Potential coverage of the event will be put into small magazines, blogs and websites, this will be hard to control the type of promotion. However, it is hard to please every person when a marketing campaign. This will spread awareness of the collaboration to potential buyers and increase the buzz around the whole campaign.
Social Media Instagram is one of the most popular channels for creators (Launch Metrics 2020), it can help generate higher volumes of content through posting original content and re-posting consumers and influencers posts. Will be used for sharing the competition as well as Twitter and TikTok, specifically it “captures millennial and Gen Z consumers” (Launch Metrics, 2020). By using all these social media platforms, Gymshark are able to constantly reach their target market and push towards positive promotion for the brand to then build up brand loyalty.
Spotify Spotify has around “217 million monthly active users worldwide” (Porter, 2019). Gymshark already makes use of this communication platform with consumers as it has a number of branded playlists already available on its profile. Having an updated playlist created by Robin could create engagement with users who are in and outside of the Gymshark community when they exercise. The aim is to create brand personality and positive imagery of the brand where the consumer can think of Gymshark and be in the community every time they listen to that playlist.
20 TABLE 3
FIG 51
BUDGET TABLE 4
OVERVIEW
2019 Turnover - £176,164,068 (reference) Bi-annual Revenue - £88,082,034 1% of Bi-annual revenue – £880,820.34 The brand will have multiple campaign launches throughout the year, for example, the Black Friday Blackout, which is arguably one of the largest campaigns of the year. To finance the marketing around the collaboration and campaign, 1% of Gymshark’s turnover will be used as a budget. This gives £880,820.34.
EMAIL MARKETING
SOCIAL MEDIA POSTS COMPETITION
£165,764.05 spent estimated
BILLBOARDS
POP-UP EVENT SPACE
DJ STREET REVERSE GRAFFITTI INFLUENCER COSTS
£20,900 (Billboard Advertising, 2020) • X10 Underground 48 Sheet - £15,000 – displayed in top 10 most popular stations • X10 6 sheet – £5,900 (£295 per site x 2 weeks)
ROBIN GALLANT
£1800 (Approve Index, 2020) • Estimated 20,000 emails £2000 • £500 per graphic x 4 unique designs £2,800 UK: 18 winners - £1,800 • £100 gift card to spend in store International: 10 winners - £1,000 • £100 gift card to spend online £6085.55 • Instagram Posts and Youtube Haul • Instagram: up to £3,670.91 (Influencer Marketing Hub, 2020) • YouTube: up to £2,414.64 (Digital Marketing, 2019)
£16,828 (Appear Here, 2020) • Covent Garden: The Mercer Street Showroom - £601 per day • Open for 1 month: November 20th, 2020 – December 20th,2020
FIG 52
£594 (Virtual Events, 2020) • £495 + VAT – for opening of pop-up £1,920 (Street Advertising Services, 2020) • £1,600 + VAT - 25 adverts per city £112,836.50 (Onalytica, 2018) • Do not know the number of influencers Gymshark use, however, for this campaign, 50 Instagram influencers will be used. (Influencer Marketing Hub, 2020) • @Chanelcocobrown has been used as she has a mid-following of 563k on Instagram. The estimated cost per post is £1,354.04-£2,256.73. • Looking at the highest possible rate, for 50 influencers the cost estimates to: 112,836.50.
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SECTION 3: CREATIVE PLAN
FIG 54
COMPETITION. The competition will take place in the UK and Internationally and intends to spread awareness and generate a buzz, showing there is a demand for the product.
FIG 53
TABLE 6
LONDON
CREATIVE STRATEGY
During the week of the pop-up event, consumers can explore areas of London to find Street Reverse Graffiti and Posters with the hashtag #Gymsharkxrobingallant. The aim is for them to a picture with one of the Gymshark displays or stencils. This is intended to drive interest, as a large demographic will see this by walking around London.
COLLABORATION.
TABLE 5
Create a campaign which envisions Gymshark and Robin Gallant’s values which will reinforce a new aspect of the brand identity.
Referring back to the communication objectives, the intention is to enhance Gymshark’s reputation, and for long term goals, gain a larger social media following (Cope and Maloney, 2016, pp.82). Collaborating with Robin will help interact with her followers and the Generation Z market, intending to spread awareness of Gymshark’s fashion forward efforts and keep high consumer engagement as their social media following grows. The collaboration will exhibit Robin and Gymshark’s values through social media causing customers to take ‘action’ and make a purchase (Cope and Maloney, 2016, pp.15), which will aim to intensify their competitive advantage.
• upload it to Instagram, Twitter or TikTok using the hashtag • tag Gymshark, Robin and a friend you would bring to the pop-up event 18 winners will be chosen • £100 gift card to spend at the event • Queue jump +1 • Exclusive T-shirt These 18 winners will be put into a prize draw to win • Meet and Greet with favourite influencers • Shop pre-releases on the next collection that comes out
INTERNATIONAL
Create two online competitions in addition to print advertising in London Underground’s most popular platforms to disseminate information through word of mouth
CREATIVE OBJECTIVES
To ensure to reach a larger demographic, consumers will have to share a post on Instagram to their story and tag 3 friends in the comments. Or post a TikTok with the tag
Create a successful pop-up shop “URL to IRL” (Gymshark, 2020c) bringing customers and fans to the store to develop the emotional connection with consumers through instore and out of store interaction.
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24
10 winners will be chosen • Sent gift card of £100 to use online • 1 featured post on Gymshark TikTok channel
POP-UP STORE. FIG 55
FIG 56
The event will take place in ‘The Mercer Street Showroom’, Covent Garden, London. Between 20th November and 20th December, leading up the busy Christmas period. As “London is a world leader for activewear” (Linares, 2019), setting up a store in the city would be beneficial in addition to Robin living in the UK. Furthermore, there is a luxurious yoga studio two doors down which could bring additional traffic and interest to the store.
FIG 57
FIG 58
Gymshark states that they are more than just the product. The brand puts pride in their community of people, athletes, and the “feeling of inspiration you get after a meet up, expo or event (Francis, 2017). Using primary research to receive firsthand information on where consumers prefer to shop, it is evident in (Appendix I) that 14.4% of people shop instore as well as online. Out of three options, the majority voted 57.1% of wanting new limited-edition releases. According to Comperemedia, 75% of consumers want more human interaction (Comperemedia, 2019), therefore, setting up this pop up will offer “consumer exposure to a brand they may only be able to interact with online” (Comperemedia, 2019).
FIG 59
FIG 60
FIG 61
FIG 62
Like other Gymshark events, the event will be free, but people will need to get tickets online to control the influx of people visiting. The event will highlight the quality and durability of the clothing, which is what the majority of consumers look for when buying activewear. It will include music, meet and greets and photo opportunities to retain interest and interaction. Robin and other Gymshark athletes will be there during the duration of the pop up wearing the collection. FIG 63
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26
FIG 67
MEET AND GREET BACKDROP. FIG 64
FIG FIG 69 66
FIG 65
27
28
FIG 68 FIG 72
FIG 69
FIG 70
SPOTIFY.
EMAIL.
WEBSITE.
FIG 71
29
FIG 73
30
FIG 80
FIG 74
FIG 76
BLOG - GYMSHARK CENTRAL. FIG 75
FIG 77
FIG 78
FIG 79
LONDON UNDERGROUND. 31
32
FIG 81
FIG 82
FIG 83
FIG 85
GUERRILLA MARKETING. FIG 84
33
34
INSTAGRAM - POSTS AND STORIES
FIG 86
@GYMSHARK
FIG 91
FIG 87
FIG 92
FIG 88
@ROBINGALLANTT FIG 89
FIG 90
FIG 93
@HANNAOBERG (INFLUENCER) Instagram is seen as the most successful platform for collaborations, specifically through the use of stories (LaunchMetrics, 2020). Week by week leading up to the launch, new items will be released on the website and Gymshark and Robin’s Instagram accounts. Here it will hold the main information about the event, posting weekly about what has happened during the event and behind the scenes pictures and videos. Referring back to primary research (Appendix I), 29.8% of consumers would want gym classes within the popup store. However, due to space, Robin will livestream workouts from Gymshark’s Instagram wearing the new collection to promote the collaboration further. 36
FIG 95
MEDIA OBJECTIVES
UNDERGROUND BILLBOARDS. LOCATIONS
TABLE 7
FREQUENCY
REACH COVERAGE
FIG 96
Portray a mix of online exposure spread out through the six-month period to make sure the receiver isn’t given too information at a time Media posts will appeal to existing and potential customers expressing Gymshark’s brand personality • Primarily UK focused advertising in regard to creating buzz around the pop-up store • Secondary international online advertising to reach a wider audience
MEDIA STRATEGY UNDERGROUND BILLBOARDS. Gymshark have previously used large billboard space for events such as Gymshark66. The reason this method of promotion has been chosen is due to the large influx of commuters who use the underground every day. It is said that commuters spend around “3 minutes on the platform engaging with cross track adverts” (Hint Media, 2020). This will increase the awareness of the new collection and pop-up store by creating curiousness and organic searches to the website and social media.
FIG 94
FIG 97
Stations: • Paddington • Canary Wharf • Bank and Monument • Stratford • London Bridge • Liverpool Street • Oxford Circus • Victoria • Kings Cross St Pancras • Waterloo
SECTION 4: MEDIA PLAN 37
As seen in the maps, ten street reverse graffiti and posters will be placed in London’s key transport areas and popular tourist spots to reach those who use public transport. They will be easily identifiable by existing and potential consumers. Like the underground tube advertisements, it has the aim of bringing searches to the Gymshark website and social media platforms through user generated content. 38
FIG 98
FIG 99
INFLUENCERS. GYMSHARK ATHLETES
INSTAGRAM INFLUENCERS
FIG 100
As Gymshark uses influencers as one of their main forms of marketing, this will be carried into this current promotional campaign. As a large company, it is hard to specify all influencers, therefore the select few have been chosen by who has been followed by the official Gymshark accounts on Instagram and TikTok. These channels have been chosen as they are Generation Z’s main platforms (LaunchMetrics, 2020). These influencers are most likely to share information across social media platforms, therefore can target slightly different audiences. TikTok has become a strong platform when engaging with Gen Z consumers as it allows users to create short and fun videos and challenges which anyone can get involved with. (LaunchMetrics, 2020). By involving influencers at every stage, Gymshark will encourage sponsored posts, videos, and stories wearing and promoting the new capsule collection and hashtag #Gymsharkxrobingallant. Similar to other Gymshark pop-ups, the Gymshark athletes will be available to meet at the event, over the course of the month to fit into building the community and the brand culture. Moreover, primary research (Appendix I) supports this, as 13.1% of consumers would like a meet and greet at the store.
1.9M @NIKKIBLACKKETTER
FIG 103
1.6M @KARINAELLE 39
FIG 105
FIG 106
674K @SOPHIE_ARIS
11.7M @DEMIBAGBY FIG 114
FIG 110
1.6M @BRITTNEBABE FIG 107
570K @CHANELCOCOBROWN
FIG 113
FIG 109
429K @LUCYDAVIS_FIT
859K @JESSICAOLIE
FIG 112
2.6M @WILKINGSISTERS
251K @SAVWRIGHT_
238K @TWINSB_FIT
FIG 102
388K @NATURALLYSTEFANIE
FIG 108
FIG 104
FIG 101
3M @WHITNEYYSIMMONS
TIKTOK INFLUENCERS
54.9K @BYEVELINA FIG 111
62.7K @SOPHJBUTLER 40
FIG 115
29.4K @GEORGIESTEVENSON
APPENDIX. MONTHLY SCHEDULE. FIG 116
Appendix A: Total Revenue of the global sports apparel market 2012-2025 O’Connell, L. 2019. Size of the Global Sportswear Market 2018 to 2025. [Online]. [Accessed 7 March 2020]. Available from: https://www.statista.com/statistics/613169/size-of-the-global-sportswear-market/
Appendix B: Gymshark Sales Growth Story Lavendaire. 2019. How Gymshark Grew by 200%+ Year On Year and Hit £41M in Sales. [Online]. [Accessed 7 March 2020]. Available from: https://beeketing.com/blog/gymshark-growth-story/
Appendix C. Brand Identity Prism (Kapferer and Bastien, 2009) Belcher. C. 2020. Brand Identity Prism. [Table]. University of Leeds.
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Appendix D: Extended Current Marketing Mix (7Ps) Belcher. C. 2020. Extended Marketing Mix. [Table]. University of Leeds.
Appendix F: SWOT ANALYSIS Belcher. C. 2020. SWOT ANALYSIS. [Table]. University of Leeds.
Appendix G: CURRENT MARKETING MAP Belcher. C. 2020. Positioning Map. [Table]. University of Leeds.
Appendix E: Total visits in the last 6 months – 3.34M SimilarWeb. No Date. Gymshark. [Online]. [Accessed 7 March 2020] Available from: https://www.similarweb.com/ website/gymshark.com#overview
Appendix H: Maslow’s Hierarchy of Needs McLeod, S. 2020. Maslow’s Hierarchy of Needs. [Online]. [Accessed 2 May 2020]. Available from: https://www.simplypsychology.org/maslow.html
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Appendix I: Questionnaire This Questionnaire was created on Google Forms and posted onto Facebook and Instagram over 4 days. It received 90 responses overall, with its focus on consumer buying habits on activewear.
Appendix J: Global Social Platforms McKinsey & Company. 2020. The State of Fashion 2020. [Online]. [Accessed 8 March 2020]. Available from: https:// www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/The%20state%20of%20fashion%20 2020%20Navigating%20uncertainty/The-State-of-Fashion-2020-final.ashx
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FIGURE LIST • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
Figure 1: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 2: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 3: @Robingallantt. 2019. I didn’t think I would be doing a post like this because 99% of the growth and progress I made […]. [Instagram]. December 31. [Accessed 10 May 2020]. Available from: https://www.instagram.com/p/B6v1kXOhM2_/ Figure 4: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 5: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 6: Cheddar. 2018. The Athleisure Start-Ip Encouraging Women Entrepreneurs. [Online]. [Accessed 10 May 2020]. Available from: https://cheddar. com/media/the-athleisure-start-up-encouraging-women-entrepreneurs Figure 7: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 8: @Gymshark. 2020. You’re back in the gym and these two turn up. What are you training first? [Instagram]. March 28. [Accessed 10 May 2020]. Available from: https://www.instagram.com/p/B-SB6DHg3RL/ Figure 9: @Gymshark. 2020. How the squad be lookin’ once we finally get back to the gym […]. [Instagram]. March 26. [Accessed 10 May]. Available from: https://www.instagram.com/p/B-NTX5EAK5H/ Figure 10: @Gymshark. 2020. Gymshark Energy+ Seamless Leggings – Steel Blue. [Pinterest]. [Accessed 10 May 2020]. Available from: https://www.pinterest.co.uk/pin/358810295315670390/ Figure 11: @Gymshark. 2020. IPhone Wallpaper. [Pinterest]. [Accessed 20 May 2020]. Available from: https://www.pinterest.co.uk/gymshark/ Figure 12: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 13: @Nike. 2019. People going through these kind of struggles need support… For 17 years I struggled with my sexuality. […]. [Instagram]. October 16. [Accessed 10 May 2020]. Available from: https://www.instagram.com/p/B3sDxD0AH_y/ Figure 14: Nike. 2010. Nike News. [Online]. [Accessed 10 May 2020]. Available from: https://news.nike.com/news/nike-media-resources Figure 15: @Gymshark. 2020. What is @guusjevangeel looking at? […]. [Instagram]. February 11. [Accessed 10 May 2020]. Available from: https://www. instagram.com/p/B8bk85WAppt/ Figure 16: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 17: @Adidas. 2017. Born on Beat. [Instagram]. August 31. [Accessed 10 May 2020]. Available from: https://www.instagram.com/p/BYc18aoFi71/ Figure 18: Saha, A. 2018. 150+ Adidas Logo – Latest Adidas Logo, Icon, Gif, Transparent PNG. [Online]. [Accessed 10 May 2020]. 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Creating a Beautiful Instagram Feed. [Online]. [Accessed 10 May 2020]. Available from: Figure 26: Gonzalez, J. 2020. Avocado and Egg Toast. [Online]. [Accessed 10 May 2020]. Available from: https://unsplash.com/photos/fdlZBWIP0aM Figure 27: This Study, 2020. University of Leeds Figure 28: Mars, B. 2020. Training. [Online]. [Accessed 10 May 2020]. Available from: https://unsplash.com/photos/HHXdPG_eTIQ Figure 29: Deluvio, C. 2020. Millennial Relationships. [Online]. [Accessed 10 May 2020]. Available from: https://unsplash.com/photos/vKEwDELlFbg Figure 30: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 31: Gymshark. 2018. Stay In Tune With Gymshark / #LiftBrum. [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com/blogs/ news/stay-in-tune-with-gymshark-liftbrum Figure 32: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. 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Figure 50: @Gymshark. No date. Gymshark / iPhone Wallpaper. [Pinterest]. [Accessed 10 May 2020]. Available from: https://www.pinterest.co.uk/ pin/358810295315714525/ Figure 51: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 52: Gymshark. 2018. Gymshark Dublin / As it Happens Day 2. [Online]. [Accessed 12 May 2020]. Available from: https://www.gymshark.com/blogs/ news/gymshark-dublin-as-it-happens-day-2 Figure 53: @Gymshark. 2020. Gymshark. [Instagram]. April 30. [Accessed 12 May 2020]. Available from: https://www.instagram.com/gymsharkwomen/ Figure 54: Train With Jaclyn. 2020. Navigation. [Online]. [Accessed 12 May 2020]. Available from: https://www.trainwithjaclyn.com/home/gymshark/ Figure 55: Phoebe Walsh. 2017. Gymshark Store. [Online]. [Accessed 12 May 2020]. Available from: https://phoebewalshdotcom.files.wordpress.com/2017/07/ img_4893.jpg?w=736 Figure 56: Appear Here. 2020. 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[Accessed 10 May 2020]. Available from: https://open.spotify.com/playlist/4TOdm1Ss8SvstuBDZAlmaU Figure 70 and 71: Mockupworld. 2020. Simple iPhone X Mockup. [Online]. [Accessed 10 May 2020]. Available from: https://www.mockupworld.co/free/simple-iphone-x-mockup/ Figure 72: Belcher. C. 2020. Email Marketing. [Photoshop]. University of Leeds. Figure 73: Belcher. C. 2020. Website. [Photoshop]. University of Leeds. Figure 74: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 75: Belcher. C. 2020. Blog. [Photoshop]. University of Leeds. Figure 76: Out Of Home International. 2020. 48 Sheets. [Online]. [Accessed 14 May 2020]. Available from: https://oohinternational.co.uk/london-underground-advertising/media-formats/ Figure 77: Belcher. C. 2020. Billboard. [Photoshop]. University of Leeds. Figure 78: Out Of Home International. 2020. 48 Sheets. [Online]. [Accessed 14 May 2020]. Available from: https://oohinternational.co.uk/london-underground-advertising/media-formats/ Figure 79: Belcher. C. 2020. Billboard. [Photoshop]. University of Leeds. Figure 80: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 81: Mockupworld. 2020. Poster (Portrait and Landscape) Mockup. [Online]. [Accessed 14 May 2020]. Available from: https://www.mockupworld.co/free/ poster-portrait-and-landscape-mockup/ Figure 82, 83, 84: Blake, D. 2017. Campaign // Gymshark Womens. [Online]. [Accessed 14 May 2020]. Available from: https://www.daveblake.com.au/story/2017/2/28/gymshark-womens-robin-gallant Figure 85: David Landscape Architecture. No Date. More London, London – Public Realm. [Online]. [Accessed 14 May 2020]. Available from: https://davisla. wordpress.com/category/more-london/ Figure 86: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 87,88,89,90,91,92: This Study. 2020. Fashion Promotions Assignment 2. University of Leeds. 16 May 2020. Figure 93: @Hannaoberg. 2020. Gymshark. [Instagram]. January 22. [Accessed 16 May 2020]. Available from: https://www.instagram.com/stories/highlights/17903896762141631/ Figure 94: @Behzinga. 2020. Starting this year off right. [Twitter]. Jan 2. [Accessed 16 May 2020]. Available from: https://twitter.com/Behzinga/media Figure 95: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 96 and 97: Google Maps. 2020. Covent Garden. [Online]. [Accessed 17 May 2020]. Available from: https://www.google.co.uk/maps/place/Covent+Garden,+London/@51.5121126,-0.1414939,14z/data=!3m1!4b1!4m5!3m4!1s0x487604cb878e81b3:0x91f10fa364452046!8m2!3d51.5116571! 4d-0.1240436 Figure 98 and 99: Gymshark. 2020. Are you in the right place? [Online]. [Accessed 10 May 2020]. Available from: https://www.gymshark.com Figure 100: @Nikkiblackketter. 2020. Quarantine Uniform. […]. [Instagram]. April. 7. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/BqGceep2CC/ Figure 101: @Whitneyysimmons. 2020. It’s a beautiful day to be alive. […]. [Instagram]. February 20. [Accessed 16 May 2020]. Available from: https://www. instagram.com/p/B8zI-LjAcnE/ Figure 102: @Naturallystefanie. 2020. Happy hump day! […]. April 22. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B_S0JjADpJb/ Figure 103: @Karinaelle. 2019. Blending in with the locals hehe. May 5. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/BxF8WTNAPib/ Figure 104: @Twinsb_fit. 2020. Which colour do you prefer? Feburary 21. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B810P5MohJ6/ Figure 105: @Jessicaolie. 2020. Forearmstand help. […]. March 23. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B-FepgIndql/ Figure 106: @Sophie_aris. 2020. Full Body Home Workout. […] March 26. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B-NFX0jJTjP/ Figure 107: @Chanelcocobrown. 2020. How are you feeling? […]. March 24. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B-H_o1wBK-U/ Figure 108: @Savwright_. 2020. Bentley’s face = a mooooood. […]. May 13. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/CAIoJdQDWaM/ Figure 109: @Lucydavis_fit. 2020. Wooo new at home ABS workout has just gone live on my YouTube channel. […]. April 7. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B-sGc-NpIx-/ Figure 110: @Brittnebabe. 2019. I’ve noticed that people never ask how I’m doing or if I’m ok. […]. December 29. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B6qw7wcBLNY/ Figure 111: @Sophjbutler. 2020. Do not be deceived. […]. May 6. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/B_2zf5xBhUs/ Figure 112: @Wilkingsisters. 2020. Where are you from? We’re originally from Michigan. February 26. [Accessed 16 May 2020]. Available from: https://www. instagram.com/p/B9C2MUCgfEH/ Figure 113: @Demibagby. 2020. Cheers to healthy livin and good vibes all the time. […]. May 14. [Accessed 16 May 2020]. Available from: https://www.instagram.com/p/CALRkpnFGc1/ Figure 114: @Byevelina. 2020. So happy that working out is so much for me the past weeks. […]. May 5. [Accessed 16 May 2020]. Available from: https://www. instagram.com/p/B_0IdogHWLX/ Figure 115: @Georgiestevenson. 2020. I don’t know who needs to hear this BUT. […]. May 14. [Accessed 16 May 2020]. Available from: https://www.instagram. com/p/CAKZc_QlhzV/\
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