Gymshark Project NTU FMB by fibibourne

Retention and Loyalty marketing strategy and communication plan. Fibi Bourne N0803389.

Word count: 3,998.

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed (student) ..............................................................................................................................................

CONTENTS.

4. Introduction.

56. Conclusion.

8. Vision/ mission & Categories they compete in.

60. Appendix.

10. Target consumers. 14. Methodology. 20. Situational analysis. 40. 3 Year marketing startegy & communications plan.

70. References & Bibliography.

INTRODUCTION.

This report details my 3 year marketing strategy designed to increase customer loyalty and retention for Gymshark. Firstly the report will explore Gymsharks current situation in the fitness apparel market, analysing their core consumers and key competitors. Secondly, presenting profound primary insight into Gymshark consumers and their desires for the brand in order to analyse their success and areas for improvement. Year 1 of my marketing strategy, proposes a 12 month communication plan which entails how Gymshark can generate product awareness and encourage repeat purchases from all segments of consumers. In addition, all 3 years of the marketing strategy highlight specific and individual objectives that can be used to measure the success. 7

MISSION & VISION. Gymsharks vision is to create a global community within the fitness industry by connecting their consumers.

Meanwhile their everyday mission is providing guidance for consumers at every point in their journey. They can do this by providing products to enhance their fitness and giving them the support necessary to motivate unlock their full potential. (Gymshark UK, 2020).

CATEGORIES THEY COMPETE IN. Gymshark is a UK based sports apparel and accessory brand. When examining what markets compete within it is important to acknowledge that alongside Gym & training clothing, they also offer swimwear, sports equipment, and accessories such as water bottles and headwear. Alongside this Gymshark also have their own mobile app offering workout guides, and their ‘Gymshark central’ blog providing information and support related to the brand and general fitness/nutrition trends. Gymshark is connected to several markets in the health and fitness industry, leaving them with the challenge of not only competing with similar niche sportswear brands, but also swimwear centred brands such as Speedo, and even global organisations such as Nike and Adidas who offer a diverse range of products. 9

TARGET CONSUMER. 10

Gymshark describe their target consumer as falling under the majority of these categories: • Born 1990 onwards - roughly aged • 16-29. • Having to describe to their parents what being a ‘youtuber’ is. • Remember when instagram first launched. • Used to race home to jump on MSN. • Remember the politics of their top friends on myspace. (Gymshark UK, 2020).

Many of their consumers are also part of the ‘conditioning community’. These consumers are highly motivated to achieve their results and implement fitness into all aspects of their life. This includes: • Obsessing over food and nutrition. • Scheduling rest days for muscle recovery and preparing for the week ahead. • Sacrificing social events to make sure they’re achieving their goals.

• Constantly comparing themselves to others in the industry. • Handling stress and judgment from those around them who don’t understand. From these interpretations and my own primary research I segmented Gymsharks current and lapsed consumers into 3 core categories...

GYMSHARK CONSUMERS.

THE DEADLIFT. Deadlifts are one of the most advanced lifts, needing consistency to develop perfect form. This type of consumer is highly conditioned. They are a loyal Gymshark consumer, trusting the brand as they have worn it for several years and respecting the brands values and presence in the bodybuilding community. They are likely to purchase products from a variety of collections, selecting products that are comfortable, supporting them in the gym rather than focusing on appearance - such as T-shirts, joggers, and hoodies.

THE BENCHPRESS. The bench press may be the most stereotypical male piece of equipment. Many inexperienced weight trainers are attracted to it as it represents strength and power. This type of Gymshark consumer may not always be going to the gym for the right reasons… instead they enjoy presenting themselves to others as a strong alpha male. They wear Gymshark as identifies them as part of a group, seeking approval from others around them. This consumer is likely to be a fan of the ‘legacy’ and ‘graphic’ collections, featuring stringer vests to display their muscle gains, and bold graphics to emphasise the brand.

THE TREADMILL. The treadmill is a staple piece of equipment, and for beginners in the gym the treadmill is familiar and easy to rely on. This type of consumer lacks confidence, they have attempted to build a routine attempted new trends in dieting, however they never find something they can stick to. They engage with fitness influencers following workout videos, but they feel daunted by lifting weights due to a fear of being laughed at by others in the gym for not knowing how to correctly use the equipment. They are most likely a lapsed consumer, purchasing gymshark at the beginning of their journey, but they no longer attend the gym on a regular basis - leaving them with no need to purchase new activewear. 13

METHODOLOGY.

DATA COLLECTION.

INSTAGRAM SURVEY.

FOCUSED SURVEYS.

GYMSHARK APP.

Firstly I downloaded the Gymshark fitness app and paid for the premium subscription. Within the app I had to fill in personal data about myself, before being able to access workout plans and tutorials from Gymshark athletes. I noticed that although the app offers workout support it does not offer nutritional advice.

QUESTIONNAIRES.

Secondly I conducted an instagram survey and received 431 respondents. The survey consisted of questions to discover if any of my followers were Gymshark consumers and how loyal they were to the brand.

The survey outlined that 34.5% of respondents were Gymshark consumers, 30.3% of these owned 1-4 items, whilst 4.2% owned over 5.

After this, I segmented respondents from my instagram survey into Gymshark consumers (1-4 products), and Loyal Gymshark consumers (5+) products, and sent out 2 surveys for them to respond. I asked them what they love about Gymshark and what they would like to see in the future. Before going on to ask their opinion on my strategy ideas for Gymshark.

The responses showed that 51.5% of consumers feel they rarely need to repurchase new styles. Whilst ideas for improvement were more personalised products. Also, 94% of consumers and 81% loyal consumers were interested in nutritional support via the app. As well as 89% of consumers and 75% loyal consumers being interested in new collections focused on specific areas of fitness.

Finally, I went to 2 of my local Gyms (Xercise4less - Rugby, The Gym - Nottingham) and asked personal trainers to answer a short questionnaire on their opinion of what are the most popular activities within the gym, and what type of clients wear Gymshark.

100 80 60 40 20 0

The responses highlighted cardio & yoga to be in the top 3 fitness activities, and that the type of clients wearing Gymshark are interested in weightlifting, cardio such as HIIT, and stretching their muscles to prevent injury. 17

By downloading and using the Gymshark fitness app I was able to gain the insight of a true Gymshark consumer, and understand what kind of support the brand currently offers for their consumers in order to devise a new strategy. Secondly, Gymshark believe their target consumer is between the ages of 16-24 and a social media user. My business settings on my instagram account enabled me to see that 52% of my followers are between the aged 18-24, meaning over 2,300 of my followers are within gymsharks target consumer age bracket. This made my instagram a sensible platform to use to collect the bases of my primary research data and gain an insight into public opinion of the brand before narrowing it down to 18

collecting more specific data. After analysing the results of my instagram survey I became aware that many of the respondents were loyal consumers of Gymshark, therefore I segmented respondents into categories of ‘super loyal customers’ and ‘potential super loyal customers’. I then comprised a new survey for each group to find out when the last time they purchased was, what they like about the brand, suggestions for improvements for the brand, and their opinion on my ideas for the brand before individually sending these out via direct message to the consumers. By doing this I hoped it would enable me to get a real insight to what Gymshark consumers think about the brand, as it stands, and understand what might encourage further repurchases. After conducting research on

Gymshark consumers, I wanted to develop an insight within the fitness industry from another angle and observe consumer behaviour myself. Therefore I selected 3 different Gym organisations across the country to interview personal trainers and find out what type of client consumes Gymshark and what fitness aspects they like to get involved in. This would give me a further understanding of what areas Gymshark could improve on and whether my ideas for the brand could be a success. Once I had collected all my data and settled on my market strategy idea I then researched Gymsharks global markets to discover whether these ideas would be successful in those areas as well as the UK.

WHY DID I CHOOSE THESE METHODS?

SITUATIONAL ANALYSIS.

BRAND POSITION.

HIGH PRICE One of Gymsharks key selling points is the high quality of their products. Therefore in order to compare this against competitors I researched consumer reviews for each brand and compared this to the retail price. This would enable me to understand whether the price consumers pay for their products is justifiable for the quality of products they receive. When collecting secondary research to assess each measure, I focused primarily on a product all brands manufactured in order to achieve a direct comparison. For each brand I pinpointed their most and least expensive gym leggings, adding the costs together and dividing them in half to create an average product cost. Secondly, I examined product reviews on each brand via their website and external sources such as ‘trustpilot’ to get an insight from a consumer perspective. Finally, I placed each brand on the perceptual map. This highlights Gymshark as one of the least expensive activewear brands on the market, with an average retail cost of £35 for gym leggings. Alongside this they received a 5* product quality rating. Therefore emphasising that Gymshark products are high value for money compared to their competitors.

HIGH QAULITY.

POOR QAULITY.

LOW PRICE

WHEN WERE THEY FOUNDED? Founded in 1964, changed name to NIKE in 1971.

MISSION & VISION.

NIKE.

“Bring inspiration and innovation to every athlete in the world.”

SOCIAL MEDIA. @NIKE - 95.6 million followers.

CHANNELS. Nike currently have 1,000 stores worldwide. They also trade online internationally.

Categories/products. • • • • • • • • • • •

Footwear Football Swimwear Tennis Cricket Gym and training Yoga Golf Basketball Dance Accessories.

ATHLETES. Nike work with 52 famous athletes across the globe... this includes the likes of Michael Jordan, Tiger Woods, and Rafeal Nadal.

TARGET CONSUMER. “If you have a body you’re an athlete”. • Male & Female. • All ages.

USP. Providing the best quality footwear for athletes.

PRICE. Nikes cheapest priced product is just £6 however this rises all the way to £675 for their most expensive product.

LOYALTY & RETENTION. Introduced NikePlus. This enables customers to recieve free shipping, priority access, exclusive member products, and birthday rewards. This increases Loyalty and retention as it gives customers an incentive to repeat purchase with the brand if they will recieve personal benefits. (Nike, 2020). 25

WHEN WERE THEY FOUNDED? Doyoueven were founded the same year as Gymshark (2012).

MISSION & VISION.

“To make their audience feel their fitness journey is part of something much bigger. From the regimes they follow, clothes they wear… to inspire them to keep pushing forward.” (DOYOUEVEN, 2020).

CHANNELS. They currently only trade online via their website.

ATHLETES. Doyoueven also have athletes to promote the brand... such as: • @jaydarko • @livefitelle • @reganorimes 26

Categories/products. • Gym & training. • Accessories.

USP. Products are designed to be worn in and out of the gym, so they fit into customers everyday lives.

TARGET CONSUMER. • Male & Female • Aged 16-30 • Social natives.

PRICE. There product prices range from £15-46.

SOCIAL MEDIA. @Doyoueven - 978k followers.

LOYALTY & RETENTION.

DOYOUEVEN.

Don’t have any loyalty scheme in place. Instead they have many promotional offers all year round to give consumers an incentive to repeat purchase based on price.

CORE COMPETENCIES & USP. Gymsharks core values are ‘Family’, ‘Progression’, and ‘Vision’, placing emphasis on employee health and teambuilding. (Gymshark UK, 2020). Gymsharks HQ team are youthful and blend with the brand idea of their target consumer, therefore giving them an advantage in marketing as they can relate to their consumers. This also allows them to easily stay-up-to-date with trends in health and fitness targeting their generation, alongside new social media platforms for them to market on such as the growth of TikTok in 2019.

Product development is another significant skill, Gymshark have the ability to manufacture high quality garments that are constantly evolving to fit consumer needs, whilst also adapting to the latest trends in fashion by consistently updating colourways and fabrics.

“

IT’S OUR USP THAT WE ARE ABLE TO BE AGILE AND CREATE AND PRODUCE NEW ITEMSWITHIN EIGHT TO TEN WEEKS, WHEN OTHER FITNESS AND SPORTS BRANDS WOULD TAKE MUCH LONGER. (Hewitt, 2018).

“ 29

One of Gymsharks most successful marketing strategies is their Pop-up campaign ‘We lift the city’. The pop-up stores take place across the globe in areas Gymshark consumers are densely populated. In 2019 the campaign travelled to 5 different cities across the globe: (Gymshark central 2019). • Houston, Texas. • Manchester,UK. • Frankfurt, Germany. • Amsterdam, Holland. • Sydney, Australia.

Tickets to attend the pop-up stores are exclusive to loyal Gymshark consumers, giving an incentive to consumers to make repeat purchases for the opportunity to attend.

The success of the campaign is a result of the strong consumer engagement during each event. Not only do consumers receive the opportunity to meet their favourite Gymshark athletes, but they also have the opportunity to take part in workshops and competitions hosted by the athletes. Alongside engaging with the brand, consumers are able to physically shop Gymshark products trying products before purchasing. This has proven to be extremely successful, with pop-up stores such as Toronto, Canada 2018 selling 90% of their stock on the first day of the campaign. (Bartels J, 2018).

In the last 2 years Gymshark launched their ‘Gymshark 66’ campaign with the aim of supporting not only their consumers, but anyone looking to adopt a healthy lifestyle or begin a fitness journey in the new year.

Consumers taking part in the challenge receive a pledge card via email, they can then print this off and write down their pledge for the next 66 days. All contestants also have full access to the Gymshark app during the campaign to further motivate and support them on their journey.

The campaign is run as a competition, entrees are able to win £100 cash rewards through completing weekly challenges, alongside Gymshark selecting 2 overall winners of the challenge who will receive a huge prize consisting of a year long supply of Gymshark garments, a year long premium subscription to the Gymshark

app to help keep them on track, and an opportunity to attend a Gymshark event such as a Pop-up where they could meet and greet their favourite Gymshark athletes.

MACRO TRENDS.

BODY TEMPLES.

BEYOND RETAIL.

This trend outlines the idea of consumers no longer seeking an unattainable physical ideal, and instead focusing on implementing small everyday changes to create a healthier lifestyle. This trend could be a threat to Gymshark if they don’t adapt to this new fitness consumer. Therefore Gymshark should look to create products that suit a variety of different lifestyle choices and not focus too heavily on the ideal weightlifting physique - however they must remain true to their roots in order to maintain their strong brand identity, so changes should be subtle yet effective. (Laughlin, J, 2020).

This trend presents the future of retail spaces, outlining the trend in pop-up stores and opportunities for brands to create innovative spaces to ‘wow’ consumers and achieve emotive experiences to lure them away from solely online channels of purchasing. This is an opportunity for Gymshark who currently only trade through their online channels and popup events to create a permanent retail space that is new and exciting, engaging with their consumers. (LS:N Global, 2010).

PROTECTIVE PERFORMANCE APPAREL.

AT HOME FITNESS.

The Protective performance apparel trend displays new technology within athleisure wear that is designed to prevent injury and enhance performance ability. For instance, products can now feature shock absorbing technologies such as the Reebok ‘puremove’ sports bra, or even body temperature control fabrics allowing consumers to remain at a constant temperature throughout intense cardio workouts. This is an opportunity for Gymshark to create innovative designs for new collections that support consumers experiences in the gym.

Finally, the last trend that could be a potential threat to Gymshark is ‘At home fitness’. This acknowledges the rise in consumers choosing to work out in the comfort of their own homes. With an increase in at home technologies such as the new Peloton bike & tread it can be assumed that consumers are less likely to purchase activewear based on appearance and instead will purchase products for their abilities. Gymshark could easily utilise this trend by focusing their marketing on product technology and design over appearance. (Smith, K, 2020).

(Berden, B. 2020).

MICRO TRENDS.

(One Peloton, 2020).

SWOT ANALYSIS.

STRENGTHS.

WEAKNESSES.

OPPORTUNITIES.

THREATS.

• Marketing: Gymshark were one of the first brands to utilise social media influencers to engage with their consumers giving honest reviews of products. • Quality: One of Gymsharks main areas of strength is their product quality - this is highlighted through the vast majority of customer reviews rating their products 5*. Also the lack of a need to repurchase new athleisure wear on a frequent basis as their products last. • Community: Gymshark pride themselves on knowing their consumers better than they know themselves, with the vision of creating a community within the fitness industry. (Gymshark UK, 2020).

• App: Gymsharks new app launched in August 2019. Currently the app features both free and premium options, containing workout guides for consumers from Gymshark athletes. Gymshark acknowledge the importance of correct nutrition so they could expand into nutritional plans to help consumers achieve results faster. • Protective performance apparel trend: This is an opportunity for Gymshark to introduce new technology to their products to support consumers in the gym. (Berden, B. 2020). • Beyond retail trend: This trend highlights the opportunity for Gymshark to create an innovative physical presence. The success of their pop-up stores emphasises the brands ability to create emotive experiences. (LS:N Global, 2010). 38

• Physical presence: Gymshark currently have no physical presence so consumers dont have the opportunity to try on products. Alongside this consumers have to pay shipping fees making the products seem to be a higher price than they retail for. • Retention and loyalty: Gymshark struggle to retain consumers, with many consumers not repurchasing for over 6 months. Many consumers also only purchase during promotional periods, so they need to find a way to encourage consumers to stay loyal to the brand. • Spending across categories: Leggings are Gymsharks best selling product, however they struggle to get consumers to spend across all categories and not just leggings.

• At home fitness trend: This trend outlines the increase in consumers working out at home, potentially leading to a change in purchasing habits as consumers opt for products to enhance their performance instead of choosing products based on their appearance. (Smith, K, 2020).

• Body temples trend: The body temple trend outlines consumers choosing to implement small changes in their lifestyle rather than striving for unattainable physiques, this is a threat to Gymshark who promote these ideals. (Laughlin, J, 2020). • Brexit: Gymshark currently trade in all EU member countries, this could become a threat for the brand if as they may have to increase shipping/product costs for EU consumers. 39

3 YEAR MARKETING STRATEGY.

SMART OBJECTIVES.

YEAR 1.

15% of purchases made by December 2020 will be across multiple categories rather than just leggings.

YEAR 2.

15% of lapsed consumers will make a repeat purchase containing an item from the new series by December 2020.

YEAR 3.

Instore purchases to reach 20% of all sales by December 2022.

Gymshark app members will increase a further 25%, meaning it has expanded by 50% over the 2 years.

Gymshark app members will increase by 25% by December 2020.

Lapsed consumers who purchased in 2020 will continue to repeat purchase from the new product collection and any other collections, with at least 25% purchasing 5 times within the calendar year making them loyal Gymshark consumers.

Increase brand awareness by 10% with the opening of the flagship store, this can be measured by social media following and app membership increases. 43

GYMSHARK LIFESTYLE SERIES.

POWER COLLECTION. Keeping to gymsharks routes the power collection will be designed for the aspiring bodybuilder. The collection will feature innovative fabrics and designs to enhance weightlifting performance.

SPEED COLLECTION.

BREATHE COLLECTION.

The speed collection will be designed for high intensity cardio workouts that often accompany weightraining journeys. Fabrics will be breathable and enhance speed and agility whilst offering unique sweat absorbing technologies to keep you feeling fresh.

The breathe collection will focus on yoga and meditation. Rest days are vital to recover muscles when weightraining. The collections designs will be free and comfortable, enabling consumers to achieve mind-to-muscle connections and take time to focus on their breath.

Within year 1 Gymshark will introduce a series of collections named the ‘Lifestyle series’. The idea for this name stemmed from the Gymshark central blog, featuring an area called lifestyle; the area consists of articles from a wide variety of topics such as travel, nutrition, workouts, and music - targeting a wide variety of people (Gymshark US, 2020). This series will entail of 3 different collections focused on Weightlifting, Cardio, and Relaxation, therefore I wanted a name that could be inclusive of the different consumers this collection will attract so i decided on lifestyle. The reason for the series is because this is different to something Gymshark has ever done, and I wanted to find a way to connect the 3 collections in the way they are connected in the fitness industry. The series will launch with a base of 3 new collections named ‘Power’, ‘Speed’, and ‘Breathe’.

For the first year of the launch the collections will consist of best selling products from their current respective lines - ‘Power’ will contain products from Legacy, Flex, and Camo. Whilst ‘Breathe’ will contain products from Poise, True texture, and Studio. Finally, ‘Speed’ will be a mixture of the new Speed collection, with the addition of products from Energy seamless. In order to excite and attract consumers to products that have previously been released, each collection will be available to purchase in 5 new colourways, correspondent to the ideal mood achieved through that exercise. Consumers will have the opportunity to mix & match these colours, selecting a base, stitching, and logo colour for each item.

GYMSHARK APP DEVELOPMENT.

Excl u mem sive be area rs .

Alongside the launch of the series will be an adaptation to the Gymshark app to include an exclusive members area. The collections will feature their own area of the app and collaborate with Gymshark athletes to create content. When consumers make a purchase from one of the collections they will receive a pincode in their confirmation email that enables them free access to the areas they purchase from for a limited time of 3 months. They will then be able to access full support in their preferred area enabling them to get the best from their products. After the 3 months is over they will have the option to continue viewing this content for the premium price. However - if they repurchase before this time is up they will continue to receive the app support for free.

The workout plans will collaborate with specific gymshark athletes who incorporate each aspect into their lifestyle. For cardio workouts i selected @Natacha.oceane, this is due to her extreme passion for HIIT training which she promotes across her social media channels. For yoga, I selected @Nochtlii, she promotes yoga/ stretching routines on her instagram feeds on a regular basis. Finally for weight training I selected @Lex_ Griffin, lex was one of the first Gymshark athletes promoting bodybuilding and has great sentimental value to the brand. The athletes chosen are from the UK, US and the Netherlands, therefore gymshark can achieve a global influence on consumers.

LIFESTYLE POP-UPS. Year 2 of my strategy is focused on pop-up events. There will be 4 events throughout the year taking place in the UK, Germany, US, and Canada; located in the most consumer dense cities. Consumers who have made 5 purchases within 2020 (including at least 1 purchase from the new series) will be invited to the pop-up events on a first-come-first basis. The pop-up campaign will be dedicated around the new series, featuring workshops and meet and greets with the athletes associated, with the objective of engaging with their consumers and creating more awareness of the products. Alongside the campaign will be the launch of new products to each collection. Products will be innovative featuring new technology to aid performance. This will increase retention as consumers will have new exciting products to try.

03 50

FLAGSHIP STORE. Year 3 of my strategy optimises the ‘Beyond retail’ trend with the opening of a new Flagship store. The store will be located in the U.K and rather than the cliche of London, Gymshark should consider locating this in Birmingham; as this is where it all started. The store will be innovative, featuring interactive areas dedicated to each collection. The Power collection will feature a ‘hanging’ competition, consumers can compete against one another to hang for the longest time. The Speed collection will feature a built in floor treadmill, and consumers can challenge themselves against athletes time to achieve the highest speed in 60 seconds. Finally, the Breathe collection will have its own enclosed area of the store with sound/ visual stimuli to create a complete sense of relaxation. Consumers who take on the challenges will be entered into a monthly prize draw to receive Gymshark gift cards which can be redeemable online or instore.

Alongside this, consumers will have the option to shop all Gymshark collections, with the exclusive option to customise products (including those not in the new collections). This can be done via interactive screens, and the products can be sent home or picked up in store at a later date.

YEAR 1 COMMUNICATION PLAN. In order to communicate year 1 of my strategy to consumers, Gymshark should focus on ‘below the line’ (BTL) methods of marketing. This is due to the nature of my objectives to encourage current and lapsed consumers to repurchase; so they aren’t necessarily trying to reach out to a wider audience. The series & new app updates should launch Monday 9th March 2020. This is following the end of their 66 campaign, therefore many consumers who are new to fitness will be at the end of their journey and looking for something new to get involved in.

HI FIBI,

We hope you liked your purchase! As a thankyou for shopping with us this year we’re offering you 24hrs to shop our new collections ahead of everyone else;) Here’s your exclusive code 100000.

Firstly, to excite and intrigue, Gymshark should raise awareness of the launch via their website and app, by featuring a countdown till the launch date. The website should feature a ‘Sign up for early access’ link enabling consumers to engage with the brand prior to the launch. This feature will allow Gymshark to collect data of new consumers, whilst also enabling them to gage how many

consumers sign up vs how many consumers actually purchase. Any consumers who have purchased products in the last 12 months should be sent a personalised email thanking them for their previous purchases and rewarding them with a code for early access without the need to sign up. Alongside this, Gymshark 66 participants should also be emailed 1 week prior to the end of the campaign, congratulating them on their journey so far and highlighting key information about the launch and the new updated support on the app they can benefit from. On social media, Gymshark athletes should tease the new colourways and personalisation on their instagram stories to intrigue and excite consumers. Meanwhile the athletes involved with the app should post behind the scenes footage of them working with the brand, expressing their excitement for the new launch.

Finally, Gymshark 1 week prior to the launch should post an article on their blog outlining key information of the new launch for any new/ lost consumers to see.

COMMUNICATION BUDGETING.

£2,523 Male athletes product gifting.

£3,842 Female athletes product gifting.

£862.92 Postage costs for product gifting.

The expected costs for my communication strategy totals at £7,228.92. This is proposed based on an average cost of Gymsharks female leggings and sports bra sets (£72.50) multiplied by the number of female athletes (53), followed by an average of Gymsharks male t-shirts and shorts set (£51.50), multiplied by the number of male athletes (49). This totalled at £6,336. (Instagram.com, 2020). I then researched an average postage cost for medium sized parcels, the results suggested prices starting at £8.46, (Royalmail.com, 2020) which I then multiplied by the total number of athletes (102) to conclude with a sum of £862.92.

This communication plan will stay within Gymsharks budgets as they are only utilising communication methods they already have access too. By using their own social media, website, blog, athletes, and app to raise awareness of their new collections this minimizes costs. Alongside this BTL methods such as personalised emails use minimal budget as they can utilise data they already have.

CONCLUSION.

HOW WILL THIS INCREASE RETENTION AND LOYALTY?

This report has carefully considered the most suitable brand direction for Gymshark. Through examining primary research data, current trends in the industry, and Gymsharks current situation I've proposed an idyllic strategy to achieve my objectives. My first and second year strategy to launch and market products based around design and innovative technology combats the ‘At home fitness’ micro trend by giving consumers an incentive to purchase products separate to their appearance. This trend is also combated by new consumer benefits within the gymshark app as these consumers can follow plans at home without having to go to the gym.

performance. Therefore Gymshark can continue to excel and stay up-to-date on the market. The launch of cardio and yoga based collections tailor to different consumer lifestyles, therefore catering for the new market of consumers referred to in the ‘Body temples’ trend, as they aren’t trying to attain sculpted bodybuilding physiques which Gymshark has typically focused on appealing to. Alongside this, the pop-up events and launch of their flagship store takes advantage of the growing trend ‘Beyond retail’. This trend presents the opportunity for brands to create innovative spaces for emotive connections with their consumers, so the launch of a physical space enables gymshark to offer this experience to all their consumers not just the loyal pot.

The launch of new products in my second year utilises the growing trend of protective performance apparel by designing products to aid consumers

Gymshark appeal specifically to the conditioning community, supporting their consumers on their fitness journey. The launch of nutritional support alongside

workout guides will enable them to provide consumers with an all-round conditioning experiences, helping them to achieve their goals much faster. The launch of personalised products is unique to their competitors as no current sportswear brand currently offers this service. Meanwhile the opportunity to customise any Gymshark product instore will attract both loyal and new consumers as they are able to make a gym set their own. Finally, the instore competition rewards and opportunity for free app support will increase retention and loyalty to the brand as consumers will have an incentive to repurchase new products. Whilst also driving more customers to the store to get involved and have the chance to win. (See Appendix 5 for acknowledgment of Gymsharks 2020 collections).

APPENDIX.

Appendix 1 - instagram survey.

Appendix 2 - Survey monkey (consumers who purchased 1-4 times).

Appendix 3 - Survey monkey (consumers who purchased 5 or more times).

Appendix 4 - personal trainer questionnaires.

Appendix 5 - Gymshark 2020 collections. In January 2020 (3 months into the live project) Gymshark launched 2 new collections focused on cardio and yoga based fitness (speed & studio). ‘Speed’ featured the same name I had presented for my cardio based collection in the infographic critique. The launch of these collections lead to a slight adaptation of my original ideas to enable them to apply to Gymsharks new current situation, however I chose not to change my collection names simply because I wanted to present my original ideas for collection names to the brand; allowing Gymshark to understand my thought process behind my strategy. 1. Speed: A cardio based collection focusing specifically on running gear. The products are designed for runners at any level, ranging from complete beginners looking to try something new to advanced runners. Gymshark have also published an article on their blog detailing running tips for beginners to help consumers get started, and the link is featured within the collections description on their website. 2. Studio: Focus on studio workouts such as yoga and stretching. The products are designed to be lightweight, comfortable, and highly flexible - suitable for all movements. The collection features typical Gymshark leggings sets, combined with loose fitting joggers and sweatshirts for optimal comfort. However unlike speed, this wasn’t Gymsharks first move into the yoga market. In 2019 Gymshark released ‘Poise’. The collection featured lightweight, flexible products similar to studio, however it focused significantly on appearance - featuring wrap around bralets, tie side vests, and ribbed textures for added detail. The collection held its own identity through a different approach to branding each garment, stitching on a rubber tag rather than stamping on the logo. Poise is no longer advertised on Gymsharks website collections despite many of the products still being in stock - emphasising how they feel this was the wrong approach to the yoga market, leading to a new updated collection for their consumers. Each of the collections target both male and female consumers. This is dissimilar to all other Gymshark collections as they previously designed collections to target either a male or female audience - with the exception of the legacy collection which has been recently transformed to include female activewear in July 2019. This implies a change from segmented marketing tactics, as they are now targeting all Gymshark consumers as a collective group. Alongside this, unlike previous collections Gymshark didn’t expose the new collections to heavy social media marketing, suggesting a change from appearance focused marketing for their new products. Instead, they raised product awareness through drawing attention to each collection’s purpose and how the products are designed to aid fitness performance. This is presented through the Gymshark central blog, featuring articles such as ‘The best clothes for running’. And ‘The 3 best hip stretches’. Each featuring visuals of products from the associated collection with links to shop that collection.

The launch of these two collections highlights how my original strategy idea is extremely in line with Gymsharks brand identity, also how commercial my ideas are as the brand also feels the move to new fitness markets is the right direction for further growth and success.

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