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CONTENTS 1/2........................................................................................................INTRODUCTION 3/4.......................................................................................................COMPANY OVERVIEW 5/6........................................................................................................MARKET OVERVIEW 7/8........................................................................................................USP 9/10......................................................................................................COMPETITOR ANALYSIS 11/12.......................................................................................................ACTIVE STYLE TRENDS 13/14......................................................................................................SMART OBJECTIVES
15/16.......................................................................................................MARKETING STARTEGY 17/18.......................................................................................................COMUNICATION PLAN 19/20.......................................................................................................CONCLUSION 21/23.......................................................................................................BIBLIOGRAPHY 24/25.......................................................................................................REFRENCESS 26/27.......................................................................................................IMAGE REFRENCESS
The executive summary will be carrying out a Retention and Loyalty strategy for the apparel brand GYMSHARK, leading to this strategy proposal idea and a three-year communication plan, within the three-year communication plan one-year will be in order to gain loyal consumers and maximise profits.
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INTRODUCTION
COMPANY OVERVIEW retailer based in the United Kingdom, from 2012 into today the brand is supported by millions of highly engaged social media followers and customers in 131 countries (Gymshark, 2019). GYMSHARK has used various influencers and have built a community with gym-based influencers that consumers aspire to be a apart of through this the brand has managed to keep their social media platform interactive and lively.Within the six years, Gymshark now has more than 1.2 million customers, and 215 employees at its Solihull headquarters in the West Midlands. Gymshark tripled it sales in the 12 months to July 2018, growing by a huge 217% to reach ÂŁ41m ($52.8m). (Matravers, 2018) Targeted Male and Female millennials.
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Gymshark started in 2012 as a fitness apparel & accessories brand, manufacturer and online
MARKET OVERVIEW
suggest that the fitness apparel industry is a highly developing and competitive sector, due to many small businesses making a step into the market. Activewear has become very popular, traditional manufacturers have expanded their opportunities into fitness apparel market, while makers of sportswear continue to offer new ideas and styles to consumers. The survey showed the reason consumers have come to this conclusion is for comfort (49%), product lasting longer (34%), garment breathability (10%) and kinder to the environment (10%). Yoga pants and leggings have developed much more than the other athleisure products as they have become the flagship clothing for the athleisure trend.
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Several reports and trend forecasts on the future of the fitness apparels market
USP
being aware of how they need the product, what they want with the product of and what the product’s needs. Having a clear brand position Gymshark has identified itself and its competitors around the brand clear enough to allow the brand to remain one step ahead of the competition. Gymshark has an advantage against all of its competitors due to the quality and of its style of the clothing, being supported by over 60 powerful social media influencers, with in the surveys I provided to Gymshark consumers 70% said they maid bulk purchases after seeing the products on one of the influencers and style it the way they have.
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Gymshark has always been very confident in accomplishing needs of their consumers. By
COMPETITOR ANALYSIS
that Gymshark had no direct competitors (Ben Francis, 2018) however the brand has to be aware that Sportswear apparel is a fast growing market. As their main competitors include Lululemon, ALO yoga and Underarmor, these brands are all fast growing in the same market and are competitors for each other. ALO yoga has grown fast and has become popular in the USA, the brand has also has been seen on many celebrities. Lululemon has a different range o price but when it comes to their designs it is obvious, they have similarity’s with Gymshark.
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In a interview owner of Gymshark Ben Francis claimed
After doing research on trends via different trend source websites, discovered that
The club house
Size over Mater
The club house, Size over mater and Cyber escapes is the most relevant trends for Gymshark in the year 2020.
Cyber escapes
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ACTIVE STYLE TRENDS 21/22
SMART OBJECTIVES Year 2
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Year 1
• Aim to get 10% more interactivity within the brand and the consumers. • Gain 15% off the lapsed consumers to purchase within the 6-mounth time period to not to fall back as a lapsed consumer.
• Having a hashtag trending within UK, USA, Germany and Canada. • Gain 10% of lapsed consumers into active consumers that interact with the brand.
• Gain another 15% of lapsed consumers into active consumers that are interactive with the brand and attend events etc. • Gain awareness for Gymshark events and get a higher turnup through Gymsharks own app and other social media platforms.
Year 1
Year 2
Year 3
The first year will focus on developing a new Gymshark loyalty scheme, integrating it into its already progressing app to develop consumer relationships and convince lapsed consumers to make a purchase.
The second year will focus on turning lapsed consumers into active consumers and retain them as loyal consumers by encouraging them to purchase regularly. Society has proven one size doesn’t fit all, Gymshark will motivate every consumer of every shape and size by showing exercises to burn fat the easiest way and motivate plus sized consumers to get in to shape with the brand.
Gymshark will continue to grow over these 2 years. Gymshark will have an opportunity to interact with consumers up and close, by sending a pop-up bus around cities giving customers a chance to see their favorite influencers in their hometown. They will be able to see and feel the quality of the product before purchasing. This pop-up bus will be completely electronic by having QR scans to make a sale. There will be limited supplies on the bus to simplify supply and inventory tracking whilst traveling. Influencers will play VR games with customers to win small prizes such as free delivery, small Gymshark items like a yoga mat especially made for the event or an experience to workout with an influencer at a later date. The bus will also have 3D body scanning mirrors to help consumers get a perfect fit before their purchase.
There are many ways to adopt loyalty schemes, but consumers today want to be social and share their journey with others as well as be inspired by influencers or have an experience. My survey showed that most of Gymshark consumers are more likely to shop and buy at Gymshark when there is a reward involved. Combining all of these facts into one will help increase engagement with consumers and increase sales, linking back to the identified SMART objectives.
Gymshark will provide social proof to other consumers promoting the loyalty scheme with events and exclusive invitations sent out to active participating members. This would gain hype around the app and encourage more consumers to join and make a purchase. Start advertising for the pop-up bus that will be making a trip throughout the USA and UK in the third year.
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MARKETING STRATEGY
comunication plan ers to have a chance to experience to see and feel the quality before purchasing. Influencers would be present and give an opportunity to interact with consumers with VR games for more interaction. Developing a loyalty scheme for consumers to plan their workout within the app and gain points through their activeness, if the consumer walks a certain about of steps tracked from smart watches or health apps on their mobile phones or when they complete a certain part of their exercise the consumer would gain points. With these points the consumer could earn early access to new collections or early access for the one of the most popular discounts in the year the blackout sale and will be able to purchase before everyone else. The app would also be providing special recipes consumers could make meal plans of and plan their week of exercise and meals on one app and also see influencers exercise and meal plans of the week or add friends and be able to motivate each other.
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Creating a drive-through store within big cities for new and already consum-
conclusion and effective strategies to increase consumer royalty and consume retention for the brand Gymshark. Using a three-year marketing strategy and a one-year communication plan focused on a loyalty scheme and a pop-up bus, the brand will be gaining ÂŁ6 million or more than they were normally projected by 2020. The communication plan will also be aiming to achieve the SMART objectives for the year by gaining loyalty and retaining consumers by brand awareness and engagement by this the company will be improving their loyal consumers and seeing profits within sales.
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This report has carefully considered the most suitable
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