LYDIA WARREN N0728408 SIGNED: ................... DATE: ..../..../.........
contents
introduction Developed from his own home, with a screen printer and a sewing machine, founder Ben Francis has grown international fitness giant, Gymshark, to the UK’s fastest growing private company, ranked by The Times in 2016 (Times, 2016). Operating as an online retailer, Gymshark has allowed for areas of development in the introduction of a physical space. Through research and understanding the brand, a proposition has been developed, along with a communication plan of how to implement this.
With a mixture of primary and secondary research, conclusions and understanding into Gymshark have been formed and developed. Following a visit to Gymshark Headquarters (GSHQ), insight into the brand was gained as part of primary research. Alongside this, a survey was produced, gaining over 100 responses, and allowing understanding into the perception of Gymshark from a varied recipient base. Moreover, a focus group has been conducted with a small number of Gymshark customers to understand their connection to the brand. For secondary research, extensive online researc h has been done to understand the brand and the perception of them. Academic reports have been read, such as Euromonitor, to understand how Gymshark fit in the wider market. Interviews with staff at Gymshark have been sourced as secondary research to gain inside viewpoints on the vision for Gymshark.
methodology
wher
gyms
now
re is
shark
w?
f gymshark timeline o u n gymshark attends steve d body hewitt power for joins as e the first managing d time director 2012 2013 2014 2015 gymshark was founded by university students ben francis and lewis morgan
francis leaves university to take on running gymshark full time, working from his parents living room
steve hewitt joins as managing director
gymshark gymshark x nikki b holds second pop-ups in huge growth collection london, opportunities launches birmingham for gymshark
2016
2017
2018
2019
forbes names gymshark as uk’s fastes growing company
steve hewitt becomes ceo
$100M company
potential transition into a physical store
250+ staff gshq is opened in solihul, uk
values
family Our community of athletes, artists and visionaries stretch all the way across the globe. We are a family of like-minded individuals working to bring our respective visions to life.
progression Our products exist at the intersect of engineering and art. To remain at the forefront of both, we need to be fearlessly progressive and consistently future-conscious. We are not futureproof. We are the future.
vision In everything we do, be true to our own vision and respectful of others. We are here to bring ideas to life. There is no idea too big, or too small.
“It’s our USP that we are able to be agile and create and produce new items within eight to 10 weeks, when other fitness and sports brands would take much longer.”
Gymshark able to boast an extremely quick turnaround of a collection, allowing them to develop and design specifically for the needs of their consumer. On a visit to GSHQ, understanding into the Customer Insights team allows this concept of designing for their consumer to be fabricated as it is clear that the brand is in touch with their consumer and their needs.
gynshark’s usp
target audience 21
age
24
marketing advisor
profession
personal trainer
£27,000 blogging, gym, socialising
income hobbies
£20,000 weightlifting, sports
favourite gymshark muscle vests product favourite social instagram instagram media energy seamless
As stated, when visiting GSHQ, the target audience age for Gymshark is 16-25. When explaining this age range, Ed Priestnall said, “35-year olds want to be 25, and 12 year olds want to be 16”, inferring that this age range allows for a wide demographic to be included. (Priestnall, 2018) Trends followed by this demographic and age group are ones that are heavily saturated in the online world, with this audience having a significant exposure to current trends. Often, trends of this demographic are picked up subconsciously through the use of influencers and celebrities.
“We want to help
you
whether you’re an elite athlete or an accountant to be the best you can be physically and mentally.” (FRANCIS, 2018)
no v
Er
financial positioning
$ tu r
2013 = $500,000 2014 = $5,800,000 2015 = $11,300,000 2016 = $16,600,000 2017 = $52,000,000 2018 = $100,000,000 // forecast
marketing
marketing
As Gymshark are an online retailer, it is important for the brand to continue using online marketing, which they are successfully doing on multiple channels and outlets. Gymshark's social media profile is huge, with 3 Instagram accounts, with a combined following of over 4.5million. in 2012 when Gymshark was founded, the beginnings of Gymshark's social media profile began when sending Francis’ favourite fitness Youtubers Gymshark products, for the intention of getting feedback on the products.
“No one else was doing this”, said Francis, “but at that time it just came totally natural to us, as we’re just fans of the guys I guess.”
marketing
marketing
these Youtubers, such as Matt Ogus and Chris Lavado began to wear the products, exposing their followers to Gymshark. Without realising it at the time, Gymshark began using influencer marketing, which was not common across social media in 2012. From then on, the Gymshark athlete programme has evolved and developed, with now a numerous amount of Gymshark athletes, representing the brand and exposing them to their followers, via their own social channels such as Instagram and YouTube. ‘
“It’s a customer experience second to none,” says Daniel Knight, Gymshark’s brand manager. “It bridges the gap between the digital and physical worlds and creates emotional customer experiences that can’t be had online alone.”
4%
5%
8%
17%
59%
traffic and engagement traffic and engagement traffic and engagement social social media media split split site site stats stats 50% 5094 ranked
worldwide
pages per visit
11.37
11% site traffic
desktop traffic via search
7.19 million visits
from socials
7average minduration 6 sec on website 31% USA 17% uk 6% canada 4% france 4% australia
locations of visits
For a company such as Gymshark, with all purchasing outlets online, the traffic and engagement driven through social media and their website is crucial to Gymshark's success. Insights gained from Similar Web shares information such as the percentage of site traffic directed from social media, and which outlet has more weight for Gymshark. Surprisingly in research it is evident that 59% of site traffic directed from social media is from YouTube. This initially came as a shock, however, upon consideration, this percentage proves the incredible success of Gymshark's use of their Athletes, and the incredible influence that they carry.
market marketshare share “It [Gymshark] went straight in at number one on our Sunday Times Virgin Fast Track 100 ranking in 2016”
(tyler, 2018)
When considering the categories that Gymshark falls under, the obvious answer here is the sportswear category, with their product offering as evidence for this. However, it can also be argued that the lifestyle presented and promoted by Gymshark could mean that Gymshark is competing in categories such as lifestyle brands, with a fitness focus. This means that across the social media and online presence of Gymshark, there needs to be consistency of the lifestyle presented, while still fulfilling their main category. A report from Drapers online quotes, “The City’s retail analysts think the company Ben and Steve have built is one of the most innovative retailers they have seen for a long time.” Growth in the market is driven by a growing portion of the population living healthier life styles and stronger participation in sports and fitness activities. The research also indicates that technological developments designed to improve comfort and performance has also led to the growth in sales of sports apparel.
“The sports and fitness clothing category is projected to reach sales of $231.7 billion by the year
2024.�
promotion place
Gymshark's price point reflects the quality and product development process that has been developed to make high quality, high performance gym wear. the price point ranges widely between £20 to £60 for womenswear, and £15 to £75 for menswear.
price
Gymshark operate as an online retailer, with the only physical spaces they have exercised in being global pop up shops, such as Toronto, New York, Birmingham, LA, Melbourne.
process
The Gymshark team is something that has grown over time, boasting 250+ staff working in their headquarters. Upon visiting GSHQ, it is clear through talking to staff that there is a real community feel surrounding the team, which is ultimately reflected in the strong work ethic.
people
All elements of the design and development process is carried out by the teams at GSHQ and then manufactured off site. The Gymshark Head Quarters allows for collaborative work between teams meaning that the process involves high continuity.
physical environment
Product development is something that has developed over the 6 years that Gymshark have been operating for, first creating menswear that was tight fitting, now consisting of extensive men’s and women’s lines, including a multitude of variations of tops, bottoms, leggings, sports bras, tracksuits etc. Gymshark is an online retailer, only operating pop up stores around the globe. By only having an online store, Gymshark are slightly restricting themselves as there is no way of people trying on the garments. However, this has not been an issue to Gymshark as the use of pop up stores and the trust in the brand allows people to buy without trying on.
product
7 ps 7 ps 7 ps 7 ps 7 ps 7 ps 7 ps 7 ps 7 ps 7 ps 7 ps 7 ps
A heavy amount of Gymshark’s promotion is based on their social media and online presence. The main focus of Gymshark’s social media presence, is through their Instagram pages; @gymshark, @gymsharktrain, @gymsharkwomen. Aside from their online promotion, Gymshark use physical promotion in a disruptive way, such as clean graffiti stamps.
The rapid growth is reflected in the amount of staff that are hired by Gymshark, and how this has grown. Statistics revealed by founder Ben Francis in his YouTube video titled, “GYMSHARK 0 - $100 Million in 6 Years | WHY WE SELL OUT OF STOCK SO FAST” giving understanding of the rate of expansion for Gymshark, and therefore the increase in employees to deal with this. As Gymshark has built such a large following in such a short space of time, and have specified their niche, pleasing their customers release after release, it has become a target for smaller brands who try and do a take on what Gymshark do. An example of this is another online brand called Fabletics, who regularly have sponsored content appearing on social media, advertising their leggings and the deals they offer alongside them. one particular product they offer, clear from the design, is a direct knock off of Gymshark’s Energy Seamless leggings. Similar to this, a Yoga brand called Pura Yogi also have a product very similar to the Energy Seamless leggings. Gymshark’s design has been copied to the extent that their imagery has been used on the Pura Yogi website, with the Gymshark logo edited out. However, as Gymshark have such refined quality, which is making their consumers happy, reflected in their turnover and quantity of orders, these smaller online brands will not be able to compete with Gymshark and the quality and following they have. While this is the case, there is still a level of challenge here as they are losing authenticity in the product design when companies are copying this. In order to remain at the forefront of Gymshark’s innovative design, it is important that the product quality and design are the priority, as this is something that cannot be achieved by small, online, knock off brands.
key issues and challenges
rapid growth knock off brands
2013 = 8 2014 = 15 2015 = 24 2016 = 55 2017 = 150 2018 = 255
One issue that the brand has been facing, is their rapid growth and expansion. While this is obviously a huge achievement for Gymshark, it has proven difficult over previous years due to the rate of growth being faster than the resources available to Gymshark. An example of this is the outgrowing of office space in their headquarters, called GSHQ. When Gymshark opened this in April 2018, it was designed with yoga space and TRX training equipment, for staff to use. However, they quickly continued to grow and needed this space for desks and staff.
macro/micro trends and how this affects gymshark “sleuthy shoppers” ‘call out culture’ “clean lifters”
macro trend trend macro
affect on on gymshark gymshark affect
This trend considers the idea that consumers are “adopting clean-living, more minimalist lifestyles, where moderation and integrity are key.” (Euromonitor, 2018). Euromonitor believe that the “clean lifters” are changing their way of life, refusing alcohol and unhealthy lifestyle habits, staying away from animal-based products. This graph below shows that 20-29 year olds are keen to make a difference to the world in their choices, and being the most concious age group when it comes to considering animal products. “The vegan movement is already in full-swing, and 2018 will see a further push by Clean Lifers to eradicate animal-based products from all areas of their lives. Clean lifers are hard core in their abstemiousness choices, be it veganism, avoiding alcohol or other lifestyle choices, but they are influential, and the trend will spread to others.”
The clean lifters trend is something that will affect Gymshark in a significant way as the choice to be “cleaner” with lifestyle habits will drive more people to be healthier and more aware of their exercise and fitness levels, which will ultimately raise awareness of Gymshark. However, as the “clean lifters” are keen to help the planet through their lifestyle choices, this is something Gymshark will need to consider in packaging choices and aiming to keep this as environmentally friendly as possible.
Call out culture considers the idea that viral messages and sharing opinions are rapidly spread across social media. An example of this is the global success of campaigns such as ‘#MeToo’ to spread awareness of sexual harassment. The rise of the activist consumer has been fuelled and sustained by those willing to share their opinions across social media, whether that be a positive or negative. “In 2017, Twitter users alone generated 125 million hashtags a day, with similar hashtags used on Instagram, Tumblr, Facebook and others.” Social media has given consumers a voice they never had before, meaning they are able to share their opinion about a brand. According to Euromonitor, a Sprout Social survey was conducted, revealing that 46% of US consumers have voiced an opinion about a brand online. Similarly, 65% of consumers who had seen a complaint about a brand online said they would further research the brand before buying.
The use of social media channels is something that is crucial to Gymshark’s successful marketing plan and the way they present themselves. However, with having such a large social media presence, it means that there is a lot of platforms for consumers to share their opinions, good or bad. For Gymshark to combat this, they need to continue their community feeling amongst consumers, and continue to please consumers, both in the product ranges and in their excellent customer service.
“Sleuthy Shoppers” considers the way in which consumers now have a deepening trust with brands, and sceptical of mass-produced products with empty promises from the brand. For these types of people, who vary in age, every purchase is a statement with endless amounts of information at their fingertips to educate them on products and sourcing. For “Sleuthy Shoppers” this information involves the full product journey, including production and sourcing. As businesses are now being interrogated more, it means that they are more vulnerable. Once a “Sleuthy Shopper” has built up their trust with the brand, they then become a loyal customer.
With customers being more critical and investigative of brands, it is important that Gymshark allow a level of transparency in all that they do. With the help of Ben Francis’ YouTube videos, this allows consumers to have understanding into more of the workings of the business. While this is more of an informative way of being transparency, it allows consumers a view of Gymshark that not all brands have. However, Gymshark as a brand could reveal this level of transparency across their social channels to create customer trust and loyalty.
p
surge in the amount of people trying to maintain a healthier lifestyle, something that will affect Gymshark’s sales and awareness as a brand. For Gymshark, this could be an opportunity to partner with schemes such as Change4Life to promote a healthy lifestyle and increased fitness.
An economic factor which is having an effect on all businesses who are trading internationally is Brexit. While plans are still not confirmed, there is a lot of unawareness of the economic state
e
and how brands will be affected. Another economic factor that could impact Gymshark is the amount of disposable income which consumers have, and how this is affected by unemployment rates, having a knock-on effect to the brands demand.
Social media is constantly growing and evolving, with the likelihood that new channels will emerge onto the scene. As Gymshark are currently utilising multiple social media channels, there is expectation that they will continue this. Social media influencers are another social aspect that influences that affects Gymshark, with most brands sponsoring celebrities.
s
Gymshark are already using influencer marketing, with their Gymshark Athletes. This is something that they need to main and stand out from their competitors by keeping their programme interesting and not the same as another brands influencer marketing.
Gymshark is heavily reliant on technology to distribute their products, as they are currently an online retailer. The development of technology both instore and online means that consumers are expectant of high levels of technology.
t
An example of how this could be used on the Gymshark website is some sort of digital projection of the clothes onto an image of the consumer, as there is no way of trying the clothes on via an online website.
Gymshark are bound and committed to legal trading standards and are committed to the Modern Slavery Act, stating, “prohibition of forced labour, provision of good working conditions, fair
l
treatment, reasonable rates of pay and working hours, prevention of discrimination, health and safety training and compliance.” (Gymshark, 2018)
Environmental factors such as the increased adoption of veganism and health trends surrounding fitness will affect fitness brands such as Gymshark as people are more aware of ethical consumption and getting fit.
e
This is something that Gymshark are already achieving as their products are 100% vegan, which is important as some of their athletes are vegan.
Gymshark is operating within the fitness market, meaning government schemes such as “Change4Life” and the increasing awareness of obesity issues within the UK, are something that will have a positive impact on Gymshark and other fitness brands. encouragement from the government for increased level of fitness provokes a
strenghts - Global awareness developed through international Gymshark athletes and global pop up stores. - Community and family which has been built up over the years which includes and involves the athletes and the customers – strong brand loyalty. - Unique fit, designs and product development, appealing to the customers wants and needs. - Gymshark athletes creating awareness through their social channels, reaching audiences that may not directly interact with Gymsharkm
weaknesses - No permanent physical store – while consumers enjoy online shopping, there is still a large number of customers who would choose to shop in store, and something as specific as gym clothing is the product type that people will want to try on before purchasing. - Heavy reliance on social media marketing and influencer marketing. While their target audience is 16-25, and this is the age of social media, the lack of traditional marketing will be losing some customers. Ed Priestnall said, “12year olds want to be 16, and 35 year olds want to be 25”. From this quote, it can be inferred that people around the 35-year mark will not be using social media to the extent that Gymshark’s specific target audience does.
opportunities
swot analysis
-Upon visit to the Gymshark Headquarters, it was revealed by Ed Priestnall that menswear brings in 20% of total revenue. This therefore is an area that is somewhat lacking and can be used as an opportunity as there is room for development in order to make this more even with womenswear. - As Gymshark are an online retailer only, there is opportunity for them in physical brick and mortar stores. Insight given upon a visit to GSHQ, it was discussed how Gymshark doesn’t want to have a traditional retail stores, and instead have something more original – along similar lines to their popup stores.
threats - Knock off brands and smaller competitors who are doing the same thing as Gymshark but at a cheaper price, such as Gym King and Fabletics. These brands are offering a product as close to Gymshark as they can get, but at a more reasonable price. Obviously, at a cheaper price, the quality is compromised but this will still attract consumers with a smaller budget.
competitor analysis competitor analysis competitor analysis NIKE
price
low
use of influencers high
varied
low
product offering limited
High price point
high
low price point
social media engagement
lululemon price
low
use of influencers high
varied
low
product offering limited
High price point
high
low price point
social media engagement
gymshark price
low
use of influencers high
varied
low
product offering limited
High price point
high
low price point
social media engagement
WIDE PRODUCT RANGE
LIMITED PRODUCT RANGE
This brand positioning map identifies the competitors that Gymshark are competing with, across the axis of “Fashion Forward to Fitness Forward”, and “Wide Product Range and Limited Product Range”. This axis allows the understanding of where Gymshark’s strongest competitors lie, and ideas that can be considered in the development plan for a physical space. Main competitors such as Lululemon and Athleta are competing at a very similar point according to the positioning on this map. This means that there is a lot of challenge for Gymshark to stand out in this field FITNESS FORWARD amongst their competitors.
FASHION FORWARD
brand positioning
whe does gym
want to
ere mshark
o get to?
long term plans
With online retail having grown significantly, there is still a space in the market for the use of physical retail. With the use of research and understanding of the importance of experiential marketing, Gymshark are considering launching a physical space and what this will look like for the brand. In terms of the longterm goals for this venture for Gymshark, it is important that the launch of a physical space merges seamlessly with their current online retailing, providing a smooth omni channel experience for the consumer. The aim of the Gymshark physical store is something that disrupts the usual retail spaces that are over populating the high street, with only the brand name differentiating the experience given to the customer. For the Gymshark physical space endeavours to reflect the lifestyle presented and adopted by regular Gymshark customers, allowing visitors of the store to step into the epitome of Gymshark.
“Whilst sitting at home surf shopping might be convenient and quick, it also doesn’t create an experience. I think in many respects; the High Street has gone full circle.” (Pomeroy, 2018)
opportunities for growth
Despite the soaring growth of online retailing, which Gymshark has already successfully established themselves in, there is still a demand for in store experiences, something which cannot be achieved through an online screen. An article by Campaign Live, entitled “2018 will mark the death of the online vs. offline retail war” considers the strategies and new ways to engage the consumer in physical shops. While the consumer is now able to comfortably order online, and have items in their hands the following day, there is still a demand for a physical connection with a brand when purchasing, interacting with the staff, encompassing the brand as a whole when making purchasing decisions. It is in these areas where there is significant opportunity for Gymshark to launch a physical space, with opportunities for the consumer to connect with the brand in a way that is not possible online. Echo-U director, Mandy Holford considers the way in which customers interact with brands, and says, “Customers still appreciate the social and sensory aspects of in-store shopping and face to face advice, but they also want their online and in-store experiences to complement each other” (Holford, 2018). Similar to this, an article by The London Economic touches on the battle between online and instore, stating, “A study by Vista Retail Support showed that 81% of UK consumers see the physical store as crucial to the shopping experience, with 70% of those surveyed saying they prefer the full experience of physically browsing items.” (Allcock, 2018) In order to successfully achieve this for Gymshark, there is importance in ensuring that a physical Gymshark space has all the elements which a consumer would desire, with a higher expectation of the experience they will receive. If all of this is executed, there is significant opportunity for growth for Gymshark.
3 year objectives
year 1 year 2 year 3
to develop and launch ‘gymshark: get gymshark releases, a space for customers to excersise spaces, cafes and areas to interact developed over time and ready for launch in will be measured by footfall,
introduce collaboration with prepared food physical’ customers an exclusive deal with from hello fresh, developing meal plans implemented into ‘Gymshark: get physical’ by amount of subscriptions a month, with a
to increase awareness of ‘Gymshark: get by 10% from previous year, developing awareness and engagement with ‘Gymshark: throughout 2020. this will also include Get physical’, for example, new release
physical’. a concept store showcasing the latest experience the gymshark lifestyle, including with the gymshark athletes. the store will be april 2020. the success of the store with the daily conversion of 5%.
brand , hello fresh, rewarding ‘gymshark: get hello fresh subscription, formulated by staff around the needs of the customer. this will be january 2021. this will be measured by the target of 100 subscriptions a month.
physical’, increasing footfall percentage the space for customers and increasing get physical’ on social media, implemented potential events to be held at ‘Gymshark: launch parties or athlete meet ups.
introducing
gymshark: get physical
moodboard
‘gymshark: Get physical’ the idea
Models with the clothing on to help with showing how the material would fit and for things such as if they are squat proof etc. Helps shows how the material will feel on the skin and also helps with a realistic idea with regards to sizing. Advertisement of accessorises would also be nice, maybe bringing out some new ones! Workout classes, the products classes and stuff for people that want to take part just the product and some stands. Staff who are interactive and actually look like they care about fitness would be nice Changing rooms With people who know the product well to offer advice for what fits best for certain body shapes etc cos I prefer high waisted leggings like the seamless compared to the flex which sits on my hips It would be good to test out equipment. So maybe a training area. For me as an active guy I want to make sure my purchases are good.
when asked, ‘what would you expect to see in a gymshark store?’, the answers were... Would want it to be an experience cause otherwise would just order online changing rooms would be ideal get to try on! Some work out equipment to buy - protein that influencers recommend since it’s nice to know what people in the industry would suggest Maybe a performance centre, so you can see how well each clothing item works interactive store I’d want to see some exercise equipment like a squat rack so can test how squat proof they are and make sure they aren’t see through Full ranges, more variety of clothes, no point to an actual store if you can’t buy what you see online and being able to test the gym wear out on a gym environments eg a treadmill in store etc
uencersinfluencersinfluenc
The use of Gymshark athletes is something that has been pivotal to the success and ever growing following of Gymshark, with the followers of athletes such as Robin Gallant, Meggan Grubb and Becca Sills immersing themselves in the brand, alongside their favourite internet stars. The role of the athletes in ‘Gymshark: Get Physical’ is something that will maintain this level of engagement, with constant visits from the athletes, and planned events surrounding the athletes being at ‘Gymshark: Get Physical’. This will bring
an element of exclusivity for ‘Gymshark: Get Physical’ with visits from international athletes as an example of how to achieve this. The use of the platforms of the Gymshark athletes would also be incorporated in this, with athletes sharing exclusives of ‘Gymshark: Get Physical’ being shown on their Instagram accounts and YouTube channels, as this is where consumers expect to interact with the athletes. New athletes could also be introduced, alongside the invitation of other fitness influencers who aren’t Gymshark Athletes.
who should the brand be targeting
When launching ‘Gymshark: Get Physical’ the main target audience are those aged 16-25. This is the same as the Gymshark target consumer online, but just with a physical addition. It is likely that the physical space will appeal to a slightly older audience aswell, those who are not so keen on online shopping. However, this will not only be appealing for this reason, as committed Gymshark consumers will be keen to experience as much of the Gymshark lifestyle as they can. When considering the consumers that ‘Gymshark: Get Physical’ wants to bring through the doors of the store, there is also thought given to the way in which these consumers will interact and share the store. It is important for Gymshark to continue their incredible online presence, aided by the customers of ‘Gymshark: Get Physical’ sharing and interacting online, spreading the word to their followers.
‘gymshark: Get physical’ the conception
name concept technology experience location
The idea for the name of Gymshark’s physical store was an important element of the creation of the store, as this needs to be catchy and memorable for consumers. Incorporating the physical element of both exercise and the store being Gymshark’s first physical space, the name ‘Gymshark: Get Physical’ was formed. This also has links to the Olivia Newton-John song, “Lets Get Physical”. This name allows for variations of the phrase across social media and PR opportunities, meaning there is strong branding across all channels, outlets and interaction points with the brand.
‘Gymshark: Get Physical’ is a concept store allowing customers to interact with Gymshark as a lifestyle and in the products. Providing a space for Gymshark customers to physically test, try and buy products allows them to interact with the brand in a way which they haven’t before. The addition of features as a workout studio allows customers to interact with the athletes in a new way, providing a more personal touch to meeting the athletes.
In order to make the store a modern, interactive space, the introduction of technology has been planned into the store. One of the main ways in which this has been implemented is through the use of digital mirrors. Digital mirrors allow users to see themselves with Gymshark products projected onto their reflection. An example of this in practice is Sephora. This is an innovativewayforpeopletoseewhattheproductswouldlooklikeonthemwithouthavingtotryontheproductsinthestore.
A seamless experience across brick and mortar stores and online stores is vital for brands to maintain a strong brand image, and this is the same for Gymshark. Technology will be present in the store allowing customers to order items to their home that are not in stock in the store. This will also allow customers to see other colour ways which may not be in store. A quote from the focus group research states, “would want it [Gymshark: Get Physical] to be an experience cause otherwise I would just order online”, reiterating the importance of creating an experience for customers to immerse themselves into.
When launching a store, it is important that Gymshark chose a location that allows them to be accessible to as many people as possible, hence why London has been chosen. While it was a possibility to open a space in Birmingham, where the headquarters are and where Gymshark was originated, London allows for a wider range of people, with more chance of accessibility. In terms of specific areas, the area around Oxford Street/Regent Street would be ideal for ‘Gymshark: Get Physical’ as this would allow the store to be among other stores, meaning there is higher chance for passers-by to be interested, hopefully concluding in a high footfall count.
Developed from extensive research and consideration of how Gymshark would launch a physical space, the proposition and planning of ideas has led to the invention of ‘Gymshark: Get Physical’.
floorplans An element of Gymshark’s popup stores which are extremely successful is the opportunity to meet the athletes. While this would not be a constant activity with athletes at the store all the time, there would be timed slots to meet the athletes.
Classes will be held with Gymshark athletes, open to ‘Gymshark: Get Physical’ customers to attend. This idea came from focus group feedback, as this would be a good opportunity to create a community feel in the store.
Feedback from a focus group concluded that an area to be able to test movement in the products would be desirable, for example, a squat rack to test if leggings are ‘squat-proof’. This will allow customers to test feel, performance and fit of products in use.
This comes as part of the intention to create a lifestyle feel in the store. This allows customers to relax and spend time at ‘Gymshark: Get Physical’.
Changing rooms have been strategically placed to allow privacy when trying on clothing items, and not feeling exposed in front of other customers. 10 spacious changing rooms have been allocated, with the opportunity to halve each changing room to double the amount of the demand was high.
Digital mirror space has been created for those who do not wish to physically try on and prefer to try clothing on in the comfort of their own home. This allows customers to project the Gymshark collection onto the image of themselves, understanding how it would look on their body type.
how gymsha
ther
will ark get
re?
communication ideas
marketing ideas
guerilla marketing southbank statues realistic street art 3D wire sculptures london statues
A form of marketing which catches the attention of passers-by is guerrilla marketing. This is an interesting technique for Gymshark to use as it allows a disruptive and non conventional way of marketing. Guerrilla marketing slips into day to day life, exposing to people to the brand in an environment which they would not expect to see the brand. In order to advertise ‘Gymshark: Get Physical’, some examples of guerrilla marketing for Gymshark have been developed. Firstly, the use of London statues is something that could be used at ‘Gymshark: Get Physical’ will be situated in London. The use of 3D projection would be used to project images of the latest Gymshark products being worn by iconic figures. This is something that passers-by may not instantly notice, subconsciously consuming Gymshark without realising. Something which uses perspective, is the use of 3D wire art, which can be used to advertise ‘Gymshark: Get Physical’, looking like a shark sculpture from one angle, and the words ‘get physical’ from another. This is something which can be seen in passing and creates attention. Realistic 3D street art is a way of people being exposed to the brand whilst going about their day. The concept for this would follow the lines of a gym or a row of treadmills with visible Gymshark branding. This would advertise the brand as well as the store. With the reach of social media, the sharing of photos of this kind of marketing would hopefully create a buzz on social media, with people sharing their photos on the ‘treadmills’.
Another infamous tourist spot in London are the human statues along the Southbank. These ‘statues’ are known for being interactive tourist spots, dressed in elaborative clothing. A take on this for Gymshark would be to dress people in all Gymshark and have them act as statues, standing among the usual statues along the river. Gym related poses could be used for this.
press press release release press release It’s Time to GET PHYSICAL 30th March 2020
Stephanie O’Neill Head of PR soneill@gymshark.com 07816 305618
Gymshark opens a month long store Time to get physical and experience the lifestyle Time to get your leggings on and join the Gymshark team for a month long chance to shop, squat and spend, with the first semi-permanant chance to interact with Gymshark as a brand, as products, and as people.
Fabiane Farahi
mock up social media campaign
1 year comms timeline
budgeting
measure and review
conclusion
appendix
bibliogrphy
references
image refernces