Gymshark report NTU by Mia Walsh

A STRATEGIC MARKETING PLAN FOR RETENTION AND LOYALTY OF CUSTOMERS

By Mia Walsh N0779119 Word count : 4066

ETHICAL CLAUSE Mia Walsh N0779119

CONTENTS

Introduction 5 Research methodology 6

Brand overview 9-11 Key challenges/issues 12 Marketing mix 13-14 Brand Health 15-16 Market health 19-20 Social media 21-22

PESTLE 23-24 Trends 27-28 Competitors 29-30 SWOT 31-32 USP 33-34 Consumer segmentation 35-36

Objectives 37-38 Year 1 Strategy 39-40 Year 2 Strategy 41-42 Year 3 Strategy 43-44

Communications Strategy 44-48 Timeline 49-50 Finance 51 Measuring success 52

Where is Gymshark now?

How will Gymshark achieve the desired outcome?

Introduction

123 45

Conclusion 53

07 Supporting Material Appendix 55-57 Image References 58-63 References 64-66 Bibliography 67-70 4

RESEARCH METHODOLOGY PRIMARY RESEARCH METHODOLOGY 1)ONLINE SURVEY To gather more of an insight surrounding the brand, an online survey was created using Survey Monkey (as shown in the appendix). The questions varied between trying to understand what individuals knew about the brand and what they believe Gymshark could improve on. The survey was shared on various social media platforms and received a sample of 105 responses, varying from under 18 year olds to over 65.

2)FOCUS GROUP A focus group was also conducted to delve deeper into what millennials thoughts are of the brand but also their opinions on potential marketing strategies Gymshark could develop to achieve the desired outcome.

3)ORDERING PRODUCTS FROM THE WEBSITE TO GAIN A FURTHER INSIGHT This gave further evidence to the issues behind the brand and an understanding on why respondents felt the way they did. Having never purchased from the brand, this gave a wider insight.

INTRODUCTION discover ways in which the brand could achieve an increased rate of loyal customers and retain those who are considered as lapsed. This will begin by analysing the brands current position in the market, investigating who their core consumer is, researching into upcoming trends, discovering opportunities and threats that may arise. To then eventually conclude with a three-year strategy plan and a one-year communication plan of how Gymshark could achieve its full potential. 5

SECONDARY RESEARCH METHODOLOGY Throughout the report, secondary research was also conducted using a wide range of materials. This extended my knowledge surrounding the market which Gymshark is in, their competitors, consumers and their potential strategies that they could part take in to achieve retained consumers and an increase in

WHERE

ARE

NOW? 7

Gym Shark was founded in

2012 by 19 year old Ben Francis and his peers who were university students at the time. Having started from a screen printing operation in a garage, the brand has come along way since then and was ranked as

company in 2016â&#x20AC;?

Achieving international sales to approximately

177 different countries (Evans, 2018)

Sunday Times (Evans, 2020)

BRAND OVERVIEW WHERE IS THE BRAND NOW?

Gymsharks target market is supposedly those ages between 18-25, whose lives essentially revolve around

The brand is connected to their consumer visually and verbally which has given them the opportunity to them into their ambassadors. Each one has hundreds and thousands of followers on their platforms which essentially brings them naturally to Gymshark.

brand, manufacturer and online retailer based in the UKâ&#x20AC;? (Shark, 2020) 9

The brands core values are presented in everything they do both internally and externally.

FAMILY VISION PROGRESSION

KEY ISSUES AND CHALLENGES RETAIN CONSUMERS

VAGUE SIZING

BRAND VISION STATEMENT To unite the conditioning community by inspiring individuals and encouraging them to be all that they imagined to be. Conditioning is everything Gymshark do. It is not all about physical gain.

MISSION STATEMENT To create essential tools to encourage individuals to unlock their full potential and put their ideas and goals into action. 11

Gymshark struggle to retain consumers. This may be due to their products being such high quality that consumers only need a couple of items a year. Or it could be due to Gymshark selling their products at a high cost. This is evident via the survey conducted to be a reason as to why customers shop elsewhere is due to them associating the brand as â&#x20AC;&#x153;Expensiveâ&#x20AC;? (Appendix 3)

been stated that the sizing is vague due to them only offering 4 sizes, so consumers are then uncertain on which size to get. Being in a more sizing, but also provide a further guidance for individuals on which

FEMALE FOCUSED

LESS THAN 10% OF CONSUMERS ARE

from males.

provide these customers an exclusive offer which makes more people aim for the same treatment. 12

Due to Gymshark carrying such a strong brand essence, it allows it to be included in almost every aspect of the marketing mix.

Product

Price

for both male and females. They offer high quality materials which are engineered to be worn in a gym like environment, however, can be adapted to wear for many different occasions. The products they offer vary between t-shirts, hoodies, leggings to water bottles, equipment and bags. (Team, 2016) Essentially anything Although Gymshark have such a wide product range, was apparent in the survey (Appendix 3)

Place Gymshark is purely an online retailer. Meaning that they have no actual physical stores. However, they have recently opened a new Gymshark HQ based in Solihull just online. The brand know that this may work as a disadvantage to them, however alternatively to physical stores, the brand organises pop up stores in massive cites around the world. This gives the consumers a real sense of community by getting to meet their favourite athletes but also a real feel for the products they offer at

Gymshark tend to cater for those of a middle market, pricing their products at an average of £15-£80 depending on purchase. Automatically placing them at the slightly higher end of the market. However, Gymshark are known to have two sales a year, a of November. This allows them to reach other customers who may not want to spend as much on gym wear but would love to own some. In terms of delivery cost, they offer free standard delivery when you spend over £35 which normally takes around 2-3 working days. (Shark, 2020) However, International postage is quite expensive which may encourage people not to purchase products. Although in Canada, Gymshark have opened a new distribution centre meaning they would no longer have to pay for premium postage.

Promotion Gymshark promote their products by focusing on the growth they have formed around social media and the idea to leverage the power of community. They have partnered up with a group of individuals who were transformed them into ambassadors with the intention

People There are around 225 employees who work at the Gymshark HQ all of which are supported by 7 leaders in different departments. (Best Companies, 2018) This is supported by the community they have created on social media by having 120

products. As mentioned earlier, Gymshark partake in Pop up stores which creates a buzz around the brand, but also to build their community and allow individuals to be part of something. This demonstrates their core connection but an emotional one.

Physical environment Due to having no physical stores means Gymshark need to represent their brand identity online. This is apparent via their user-friendly website and socials in which correspond well with each other. It allows customers to view their products whilst 13

BRAND HEALTH Brand awareness Being in such a competitive market, it is important for Gymshark to carry an extremely large brand awareness in order to stand out. As shown in Appendix 3, 80% of respondents in the survey conducted were aware of Gymshark. The other 20% tended to be those who are slightly older than the brands target market, showing that their marketing methods are reaching those they target to. However, in order to achieve a higher percentage on this, they could consider making their brand more inclusive to all age groups. This could be done by using slightly older athletes in their marketing campaigns.

Brand usage In Appendix 4, it shows that although 8% of respondents claimed they purchase from the brand regularly, and 33% said they have purchased a few times, the majority of respondents (59%) have never shopped at Gymshark for a number of reasons. These being because the brand is “too expensive” or seen as “too girly” or “can get similar and cheaper stuff elsewhere” and that they feel like they cannot wear the products due to “not looking like the athletes”. Instead of offering constant discounts, the brand needs to think of other payment methods which may attract their target demographic more. Also, it is clear to see that inclusivity is an issue within the brand, therefore the need to adapt to the forever changing market and more towards a more positive

Brand perception It is evident that Gymshark are well known for producing high quality, comfortable clothing, and individuals are aware of the values the brand carry. When respondents were asked to describe the brand in 3 words the most common answered were – Quality, Girly, Community and Expensive. (As shown in Appendix 3). 15

MARKET HEALTH Fitness apparel is a forever growing market which is complimented by consumers aspiring to live a healthier lifestyle and therefore increasing their participation in exercise. The rising concerns around obesity and work-related issues are encouraging more people to sportswear. (Grandviewresearch.com, 2019) needs. Therefore, brands are creating these technological advances to differentiate them consumers workout by providing support and comfort. (Shark, 2020)

Gymshark is an online retailer which in itself is said to be the fastest growing segment with a CAGR (compound annual growth rate) of 10.9% from 2019 to 2025. (Grandviewresearch.com, 2019) A reason for this increase is due to the number of internet users and fast paced lifestyle, but also the popularity of e-commerce, making this way of purchasing more convenient for individuals. It has been stated that 44% of Brits claim that the money they spend on active wear has increased in the past year and that the largest growth has come from those between the ages of 16-29 as they tend to be the most body conscious. (Rakuten Marketing, 2019)

Gymsharks target market ranges between 18-25 years old which makes this extremely important information, as they continue to target this market, they are bound to see an increase in their sales. However, a major threat to the brand is those who sell similar but cheaper products. Consumers are less concerned with branded clothing and now tend to look for other alternatives which save them money. This was apparent in my survey when 74% of respondents tend to shop elsewhere when purchasing activewear. ( Appendix 6)Therefore, the brand to enforce their USPs and show why they are better than their other competitors.

SOCIAL MEDIA When looking at how well Gym shark perform on the social media front, its clear to see they have an extremely strong following amongst all chosen platforms. to see they have an extremely strong following amongst all chosen platforms. Gymshark have placed massive focus on their media platforms in order to connect with their consumers in the correct way. An example of this is when Gymshark itself has built a community around it for anyone and everyone who shares a passion for music. They used this as a way to promote their campaign Gymshark 66 in which reached to many of their target market. Currently, the brand owns three different Instagram accounts. account they share main news, events and promotions. This is then followed by training exercises and inspirational videos. Facebook still dominates the industry by accounting for 85% of the internet users worldwide. (Ahmad, 2019) Gymshark use this to their advantage by building a tutorials and recipes which provide customers with useful information about health, surrounding the subject, making it easier for them to make buying decisions based on what they have read.

The brand is also on YouTube, due to it being the second biggest social platform. They wanted to add more value-based content to their videos to diversify their approach and also encourage potential viewers to subscribe. For example, showing behind the scenes images of the brand. Being transparent and relatable as possible, whilst attempting to motivate and inspire their viewers with the intension to create a snowball effect.

RECOMMENDATION One thing in which Gymshark should consider is the power of podcasts. 50% of all homes are podcast fans. (Winn, 2020) They allow individuals to go in depth with topics, but also again it creates a community with be producing something that their listeners would want to listen to. (Ryan, 2018). 22

PESTLE ANALYSIS Throughout the world, there is an uncertain future for the economy, especially in the UK

P E S

their disposable income, with the majority agreeing with the statement “ill only buy clothing when necessary” (Took, 2019) Due to Brexit taking place in the early months of 2020, brands are unaware of the affect it will have on their business. It is almost inevitable that the price of products will increase due to manufactures, designers and retailers possibly having to pay to trade with the EU. Due to their not being a set agreement as of yet, businesses are left Gymshark make international sales to around 177 different countries, meaning that Brexit could cause disruption for the brand. However, in order to succeed in this unprecedented time, Gymshark would need to accept that uncertainty is the new norm

The cost of living within the UK is increasing (Peachy Loans, 2018) which means more people are having to put more money aside to living cost. Although the UK have 45 years) shows that more people are earning a disposable income. However, this could go two ways. One being that due to minimum wage is also increasing this could result in more people wanting to treat themselves and therefore purchasing non-essential items such as activewear, therefore increasing sales. Or it could mean that more people are becoming more money conscious and are therefore looking elsewhere at brands which sell cheaper and similar products instead. This is apparent in my survey to be the case due to 74% of respondents shopping elsewhere due to the brand being perceived as too expensive. Currently living in a health-conscious society encourages individuals to pursue healthier lifestyles, leading to them purchasing more clothing in order to make themselves feel better when working out. (Ellett, 2019) This feeling is dominated by social media and continues to be a way brands can encourage them to carry on making purchases. However, due to moving towards a more positive outlook on body type, Gymshark could use this and start presenting more body types in their campaigns to allow the brand to be perceived as inclusive. (Green, 2018)

It provides opportunities for brands to innovate in many different ways. From interacting with their consumer base to manufacturing materials in order to achieve the best products. Due to most brands taking advantage of this through their physical stores, this puts Gymshark at a disadvantage due to not being able to do so. Therefore, they need to make sure they create an experience for their consumers online. One way they could incorporate digital techniques into their app is having a “digital of not having a store where people can try on products beforehand, but also allows interaction with the brand and consumer. In the US, technological advances are vital in order to retain and engage with their consumer. (Waugh, 2018) In many different countries there are many different rules and instructions which organisations must apply by in order to protect rights.

L E

due to the Health and safety at work act which was proposed in 1974. Gymshark should therefore provide its workers with a safe and secure working environment whilst catering for their needs. Also, there are laws within the UK which provide workers the right to be paid a certain wage relating to their age and the availability to take breaks throughout the year. Gymshark should be aware of the minimum wage and possibly breaks for those who have worked longer than 6 hours.

The environment is currently a global concern with it affecting consumer purchasing habits. Consumers are demanding for a more transparent future and therefore brands are having to cater for this need. In this case, Gymshark could consider introducing biodegradable packaging and more environmentally friendly materials in order to attract more consumers to their products but also contribute to helping the environment. Brands such as TALA are aware of this and have created a brand with has a core value of sustainability and uses 100% up consider looking into a more sustainable future.

the athlete”. This way, they are opening up to more customers which may increase sales.

CONSCIOUS DECLARATION Individuals have been aiming to pursue this healthier lifestyle which eventually could lead to a burnout. There is a growing desire

There is a growing burden of expectations on millennials. 4% of is suffering from an anxiety related disorder. (Flemming, 2019)

A Survey showed that 22% of the 18-35 year olds feel under pressure to look a certain way. 30% wish people took more realistic and less staged pictures of themselves.

helping manage everyday stresses or educating them on nutrition. This would make them more than just a brand, but a place where their consumers are able to view a depth of information. (Www-lsnglobal-com.ntu.idm.oclc.org, 2020)

CURRENT TRENDS

PERSONALISATION A massive trend at the moment is personalisation. Consumers are going towards the direction of individuality and uniqueness. This growing desire is driven by the idea of people want to express their own style and self-image through what they wear. Many brands are taking this to their advantage either by customising their products, offering curated recommendations to communications and storytelling to really engage customers. (The Business of Fashion, 2019) Personalisation gives a brand a purpose and creates a meaning. As the customer demand increases, brands need to be aware of the emotional connection they could create for them to encourage them to purchase. Consumers are increasingly looking for products to help them express their individuality, which in itself serves as an opportunity for brands to encourage a more direct relationship with their consumers and offer exclusive possibilities for this. In the US, there is an extreme demand for personalised products. This being Gym Sharks

INCORPORATING TECHNOLOGY Showing incorporating this into a brand is almost vital in order to successfully retain customers and create an experience which is memorable yet convenient for the customer. individuals to measure themselves at home using their iPhone or Android and then the app will determine what size would best match them. Tackling the issue of not having a physical store for people to try products on and customer uncertainty on sizing of products online. (Stott, 2020) 27

MARKETING MIX - LULULEMON

COMPETITORS

PRODUCT

COMMUNITY DRIVEN

Lululemon was founded in 1998, in Vancouver. The brands main focus is surrounding Yoga and running whilst Gymshark focus on clothes mainly for the Gym. In terms of products, the brand has a wide range of leggings and sport tops for both male and females best suited for less performance activities. Being founded in Canada, the brands main audience tend to come from that region. (This being

PLACE

aiming to expand as a global interest. Lululemon have both online and physical stores which adds a more variety of shopping experience and increases connection with their consumers. Gymshark massive issue to them.

PRICE

LIFESTYLE

HIGH PERFORMANCE

PROMOTION

brand as their target audience includes those who are students that may not be able to afford the prices that their competitor sells at. Although, Lululemon have an extremely good reputation for the quality of their products.

by renting studios out to their consumers so they can take part in yoga classes. This community is via social media and ambassadors which individuals aspire to. (LULULEMON, 2020)

MARKETING MIX - TALA TALA is a fairly new brand which carries the goal to be 100% sustainable. The founder Grace Beverly discovered a gap in the market for sustainable Gym wear. PRODUCT DRIVEN

PRODUCT leggings and resistance bands.

PLACE It is evident through multiple campaigns and social media posts that Gymshark are extremely focused on conditioning not just individuals physical state but mental state, unlike their competitors Nike and Adidas which are more performance focused.

The brand sells their products at similar prices to Gymshark as they carry the same target consumer,

PRICE

One of the brands main competitors at this current moment is TALA. Although the brand is fairly new to the market, it has developed and created gym wear and equipment with the mission of using completely sustainable products whilst carrying the therefore all brands should consider ways in which they could be more sustainable to attract more individuals. It is apparent via the survey that people tend to purchase their gym wear from retail stores such as H&M and Primark due to the products being

TALA is an online retailer which is the same as Gymshark.

sustainability is an extremely important trend at the moment, so Gymshark should consider this in order to not let their consumers be turned. -

PROMOTION her to connect a lot of her followers to the brand. (TALA, 2020)

age groups, it is bound to have this affect. 29

SWOT ANALYSIS - The brand has been named in the Sunday times as “one of the fastest growing brands in (Evans, 2018)

- Gymshark have an extremely large brand identity which is globally recognised by around 177 different countries. (Evans, 2018) In order for this to be achieved, the brand carry a strong online presence via their social media platforms as a way to connect to their consumers in the best possible way. This is through Instagram, Facebook YouTube etc. - It was apparent in the survey that 80% of respondents knew who Gymshark were, and the other 20% were from an older age group outside their target market, meaning they have a strong marketing method. day basics, encouraging them to get active and spread positivity. Which again, enhances the brands awareness. - Their entire range is manufactured to the best quality material to be worn whenever and is their physique. - Gymshark sell directly to consumer and not through any third parties meaning they have more control over their products.

Gymshark due to it being seen as “expensive”. Due to the brand targeting those who are

W 31

- 74% of respondents state that they would rather shop elsewhere due to getting “similar and cheaper products” - Due to it being purely based online, people struggle with what their size is because they try products on before-hand. Similarly, the sizes online are quite vague, with only 4 different size options, showing that the brand needs to be more inclusive. - Also, less men purchase from the brand which may be due to it coming across as female focused. - International orders take a lot longer to arrive than European. Although now Gymshark have a distribution centre in Canada which allows products to arrive much quicker.

- The brand needs to sell more than just a product but an experience. Gymshark could develop their app, which people use to look for nutrition tips, workout videos and techniques surrounding how to deal with mental health. This would provide an emotional support and a connection with their consumers. - They could also incorporate elements with personalisation only to those who are - As clearly stated, sizing is an issue for Gymshark and therefore should look into investing in technological techniques where customers can measure themselves at home. - Gymshark could look into different types of payment methods to allow individuals to not have to worry about the cost as much.

being sold cheaper than Gymshark. A lot individuals are driven by money and tend to be quite reluctant to spend their disposable income on gym wear. - Concerns over Brexit also may decrease consumers purchasing price. - There is more of a demand for an interactive experience instore from consumers. (Bremner, 2017) This is a threat to Gymshark as they do not have a physical store, however online retailing is increasing amongst consumers.

USP

materials they use are innovative, new designs manufactured in a way which contributes to achieving a successful workout whiles

Gymshark prioritise Social media as their form of advertising their products as well as their own athlete ambassadors which also promote the brand in a positive light whiles inspiring their followers. They create a strong connection and interaction with Gymshark consumers and the brand, which often results in an increase in the brands loyalty.

CORE COMPETENCIES

Gymshark are known to identity their target consumer in the correct way by adapting their marketing methods in order to reach them. This is through social media, which creates a level on interaction with their consumer like no other, allowing them to relate more to the brand. power. wanting to wear gym wear everywhere due to it being extremely comfortable. The brand created Whiles catering for their consumer needs, the Gymshark is also extremely good at being one step ahead of their current consumers by developing their own innovative materials which make the brand recognisable.

CUSTOMER JOURNEY CHART GEORGIA DOING

AWARENESS

CONSUMER SEGMENTATION RESEARCH AND CONSIDERATION

DEMOGRAPHIC Gymshark are aware of their target demographic and therefore choose to market their products in a way know of Gymshark, tended to be 35+ (Appendix 3). The consumers they do attract come under the category of millennials which are aged between 17-25. In terms of gender, it is clear to see that Gymshark attract more brand which could be due to them possibly being biased towards female consumers. This is evident through the focus group conducted when a male described the brand as “Too Girly”.

ACQUISITION

Realises she needs more gym wear products. Therefore looks on social media, views adverts, reads email marketing from brands, sees peers wearing products. Looking at how much each item costs, seeing if there is discounts or vouchers available. She will be identifying shipping costs and comparing prices with other brands. Could wait for the blackout sale until purchasing so the items wanted are cheaper. OR Purchasing products and tracking the delivery.

GEOGRAPHIC

THINKING

gym clothes that makes me look as good as they do it in”

“Can I purchase this item from somewhere else for a cheaper price?” more gym wear?”

“I can order more during blackout” OR “When will my parcel arrive”

USING

IPhone to browse on social media.

IPhone to view bank account App, the brand websites to look at products. Laptop to watch video recommendations.

Laptop IPhone to view brand websites

As well as them consisting of mainly females, Gymshark consumers tend to come from anywhere therefore is good that the brand is an online retailer, due to it being easy access for all.

PSYCHOGRAPHIC physically and mentally using specially manufactured, comfortable clothing.

BEHAVIOURAL Consumers keep up to date with the latest news with Gymshark on social media

LOYALTY POST-PURCHASE

Keep or return items purchased. Tell friends that you bought an item and then share a picture on social media of you in your new clothes. OR Visit the local drop off point to return the products purchased and wait to be refunded.

“I love these products/ I hate these products” “Annoying that I have to now go and return them” “Need to ask my friends for advice”

IPhone to talk to friends and take photos of new products.

themselves when wearing the brands products, which then contributes to their purchasing power. 35

HOW

SMART OBJECTIVES

WOULD

YEAR 1 To retain 30% of Gym sharks lapsed customers to make another purchase from the brand. To make Gymshark the most those ages 18-25.

ACHIEVE

DESIRED OUTCOME? 37

YEAR 2 To increase the amount of

YEAR 3

by 2021.

To increase the amount customers purchase by 25%.

To achieve a higher rate of customers interaction with the brand. 38

YEAR ONE

Focussing on the weaknesses. UNAWARE OF COLLABORATION WITH KLARNA to Gymshark. During year 1, it would be a good idea to identify weaknesses of the brand and work on it to attempt to increase those who are considered as lapsed customers.

One major weakness for the brand which was apparent through primary research conducted is that a lot of

76% decide to shop elsewhere due to them being able to â&#x20AC;&#x153;get similar and cheaper products elsewhereâ&#x20AC;? (Appendix 6)

59% of respondents

VAGUE SIZING. As well as money being an issue as to why customers may not be purchasing all the time, another is due to the brands in the media, which effects the way they view themselves. (Kernan, 2019) Moving towards a more positive outlook on body image, many brands are including a lot more diversity in their ranges.

anything for Gymshark expensive. (Appendix 4)

Consistently showing this image as Gymshark wearers makes people feel like they cannot wear Gymshark unless they By delving into this further and ordering a product which

Money is a massive aspect as to why millennials are reluctant to spend their disposable income and causes a considerable amount of anxiety for them. This is an issue for the brand due to this being essentially their target market.

ranges were vague due to a size small, being too long. Gymshark need to extend their product sizing to make to more realistic to all body types.

DIGITAL FIT One way they could do so by also creating an experience for customers

Gymshark having no physical store acts as a disadvantage like trying on products beforehand. Therefore, by doing this they can try on products without the

website. This allows customers to measure themselves at home via their Iphone or Android. Once a size has been determined, it would then match that

this, meaning they were not using this feature to their advantage. Therefore, should develop a campaign to make products elsewhere with the features that Gymshark offer.

YEAR TWO Personalisation

Super loyal customers are those who are essential to making Gymshark what it is today. For this reason, they need to feel valued by the brand.

customers an exclusive opportunity to personalise their own Gymshark top. They would get the choice of 2 tops to personalise, It is apparent that personalisation in America is extremely large with 70% preferring personalised products. In this case, due to Gymsharks highest consumer base coming from America would make this an extremely rewarding opportunity for them (Hong, 2014) Those selected few would then post this opportunity on their social platforms for all their followers and peers to see. The power of word of mouth will show that Gymshark really does value their loyalty but also mentioned in the focus group that it may encourage more people to purchase products from the brand to have the same treatment. Therefore, would lead to an increase in super loyal customers. Another way to really go big and beyond expectations for these customers is to surprise them with a box through the post. This would be completely unexpected and make them feel valued to the brand. (Helpscout.com, 2020)

WE WANT TO SHOW YOU HOW MUCH YOUR LOYALTY MEANS TO US.

Hi Georgia, Just a little something from us here at Gymshark:) We are providing you the opportunity to design your very own Gymshark top. You get to design it! Which top out of the ones provided the colour and the material! Type the code provided below into our

YOUR CODE E45GSTOP Thank you we really do appreciate it!

YEAR THREE

Building that emotional connection with consumers. Millennials are said to be the most common generation to be affected by mental health. (Akhtar and Hoffower, 2019)

Âź

people suffer with mental health. (Mind.org.uk, 2019)

Within the focus group, majority of individuals exercised to distract themselves, help manage their anxieties or just to make them feel better. For this reason, Gymshark could develop their conditioning app by combing focussing on physical appearance. The brand could incorporate elements of nutrition and a platform which would educate consumers surrounding the Gymshark want to sell more than just a product to their consumers and doing this would provide an experience and develop their positive community.

from when creating this section of the app. The app would include a safe space for individuals where they can have one to one chats with a mind consultant, listen to podcasts to educate themselves on certain topics, provide ASMR techniques to help people sleep correctly, but also, nutrition plans focused on having a full balanced diet. All this factors contribute to managing negative feeling. (Mind.org.uk, 2020) To encourage interaction with the app, once individuals purchase an item of clothing from the brand, they will be given a code

BELOW THE LINE ADVERTISING #EmbraceYourPower Campaign

COMMUNICATION PLAN In order for Gymshark to carry out this plan effectively, the brand would need to develop a To do this, effective forms of advertising and promotion have been chosen from different sources to ensure that Gymshark are able to carry this out successfully.

This form of BTL marketing will be campaign called #EmbraceYourPower. This carries the idea you are in charge of what you purchase, so why not make it a good one. This can be done by endorsing the idea that the brand has collaborated with Klarna to make purchasing online a smooth operation but also minimise the issue surrounding the expense of the brand. The campaign will contain similar features of the brands popup stores but instead will be a tour around the UK on a coach, stopping at major locations from Edinburgh to London. It would provide individuals with the opportunity to try on the new

However, all the public will know beforehand is the location of which city the coach will be in on the day, creating tension and excitement of the unknown. athletes who inspire their followers. Throughout the tour, these athletes will document their journey with Gymshark to increase brand awareness and for promotion purposes to encourage higher attendance of consumers to the events.

â&#x20AC;&#x153;71% of marketers rate the quality of customers and ketingâ&#x20AC;? (Mediakix, 2020) As well as athletes on board this journey, there will also be 3 chosen guests to join them. To win this opportunity, Gymshark would host a competition for those who purchased the new collection, and 3 names would generate sales but will also give those chosen few an experience they will never forget.

Billboards

ABOVE THE LINE ADVERTISING Social media

Social media marketing is the biggest it has ever been and is set to increase by almost 3.1 billion in 2021. (Clement, 2019) Gymshark have already shown to be extremely successful on social media as a way to promote and connect with their consumers, so from this knowledge, the brand are only set to increase in social awareness.

r #EmbraceYourPowe

The brands most popular platforms are Instragram, Facebook and Twitter which will all be used to promote the #EmbraceYourPower campaign. As well as the brand and athletes promoting this campaign, there will also be the public, by simply sharing, liking and commenting on posts surrounding it. As mentioned earlier, before the tour there will be a competition amongst consumers to win a chance to join the athletes on this campaign. This will all be promoted through the brands Socials to achieve the In terms of funding, Gymshark will fund more into Instagram and Facebook rather than twitter due to one post reaching many individuals and spreading awareness.

TRY BEFORE YOU BUY?

#EmbraceYourPower Coming soon

Despite social media still having a vast level of engagement, incorporating more traditional marketing through billboards is seen to have a similar effect.

The Arbitron study states that â&#x20AC;&#x153;71% of Americans often look at the messages on roadside billboardsâ&#x20AC;?. (Price, 2019)

The brand will create a video advertisement to build involved in exercise. This is important for Gymshark as it will make the brand feel more inclusive to all body types. The campaign will be extremely effective for the brand as it will great a memorable experience for those who attended but also educate them that they are always thinking about their consumers.

to engage with what they have to offer. This essentially allows the brand to extend their consumer range as at this current moment tend to be over 35 years of age.

JANUARY

Social media start advertising about Klarna collaboration and new features such as measuring yourself at home.

FEBRUARY

Advertising on social media about the Digital Advertising about tour, billboards and socials

MARCH

COMMUNICATION TIMELINE.

AUGUST

APRIL

Start consumer competition for them to have the chance to go on the #EmbraceYourPower tour

JULY

JUNE

SEPTEMBER

Launches Digital Fit feature on the website.

MAY

START OF THE #EmbraceYourPower Tour bus 7 days.

OCTOBER

Introduce Mind sponsorship

NOVEMBER DECEMBER 49

FINANCE PREDICTIONS MEASURING SUCCESS SOCIAL MEDIA

WITHIN BUDGET

BILLBOARDS

Throughout the year, success can be measured through consumer interaction on social media with the amounts of likes, comments, posts and shares on the platforms. These can be analysed before and after the tour to see if the problem was tackled. Also, by the amount of people who opt in for the competition will show engagement with the brands social media due to this opportunity only being advertised on there. In terms of whether to see if the billboard was effective, those who turn up to the event could be asked to answer a short questionnaire on how they heard also which other marketing methods are worth investing more into.

CAMPAIGN

The campaign itself could be measured by attendance of individuals. Due to Gymshark touring the UK, it will be interesting to see which cities they populate most, for future PopUp stores.

PROFIT

a fairly accurate representation of what it would cost normally, to researching endless amount of websites to make sure the brand would be investing in the most effective companies whist staying within budget of ÂŁ300,000.

CONCLUSION Through primary and secondary research conducted and looking closely at both the UK and US markets, good brand image which is respected by many. In order to ensure individuals stay retained, the communication plan will be carried out to re-engage those who are lapsed and educate them on the new features the brand have to make purchasing online an ease for themselves. The strategies that have been suggested have been purely based on the opinions of millennials and therefore the brand would to become more than just a brand.

APPENDIX

APPENDIX 6 WHEN BUYING FITNESS CLOTHING, WHICH BRANDS ARE YOU MOST LIKELY TO PURCHASE FROM? GYMSHARK - 26% NIKE - 69% ADIDAS - 56% MYPROTEIN - 15% LULULEMON 7% PUMA - 5% SWEATY BETTY - 7% RETAIL STORES - 33% OTHER - 20%

APPENDIX 1 WHAT IS YOUR GENDER? FEMALE - 80% MALE 20% PREFER NOT TO SAY 1%

APPENDIX 11 Focus Group

What are your thoughts on Gym shark? “I think its very expensive and focuses too much on the gym, I play football, which Im sure their products to equip for, however they

APPENDIX 2 HOW OLD ARE YOU? UNDER 18 - 2% 18-24 - 66% 25-34 - 4% 35-44 - 3% 45-54 - 19% 55-64 - 3% 65+ - 1%

APPENDIX 7 DOES A LOYALTY OR REWARD SCHEME ENCOURAGE YOU TO MAKE A REPEAT PURCHASE? YES - 66% NO - 34%

“The brand is cool, and has strong values” “Good quality, love the community they have built” What would you change about the brand? “Should look into nutrition as if people wanted to lose weight its like 40% gym, 60% food”

APPENDIX 3 HAVE YOU HEARD OF THE FITNESS APPAREL BRAND, GYMSHARK? YES - 80% NO - 20% IF YES, WHAT WORDS WOULD YOU ASSOCIATE WITH THE BRAND? GIRLY - 35% EXPENSIVE - 54% COMMUNITY - 9% GYM 2% 01

APPENDIX 8 DO YOU LIKE THE IDEA OF COLLECTING REWARD POINTS WHEN MAKING A PURCHASE? YES - 76% NO - 24% 80

APPENDIX 9 WHAT WOULD YOU EXPECT FROM A BRANDS REWARD SCHEME ? MONEY OFF -67% VOUCHERS - 33%

70 60

IF YOU ANSWERED NO, WHY IS THAT? -TOO FOCUSED ON IDEAL BODY TYPE -CAN GET SIMILAR AND CHEAPER PRODUCTS ELSEWHERE -WAY TOO EXPENSIVE 60 50 40 30 20

10 0

APPENDIX 5 IF YOU HAVE SHOPPED THERE, WHY DID YOU ? FIT - 10% STYLE/DESIGN - 14% COMFORT - 2% PRICE - 1% RECOMMENDED - 7% QUALITY - 6% BRAND NAME - 3% NEVER SHOPPED AT GYMSHARK - 56%

“Improve the sizing of their products, add more of a diverse range” Do you exercise and if so why? “Yeah because it makes me feel so much better afterwards” “Yeah Good for distractions from day to day stresses”

50 40

“I try because I want to improve what I look like”

30 20 10

APPENDIX 4 HAVE YOU EVER PURCHASED FROM GYMSHARK? NO - 59% YES, I SHOP THERE REGULARLY - 8% YES, BUT ONLY A FEW TIMES - 33%

“Could look at providing a subscription for free delivery”

“Yes because it really helps manage my anxiety when combined with a healthy balanced diet”

APPENDIX 10 HOW ARE YOU MOST LIKELY TO PURCHASE FITNESS CLOTHING ? ONLINE - 71% INSTORE - 27% SOCIAL MEDIA - 1% WHY IS THIS? -CONVENIENT - SO I CAN TRY ON CLOTHES BEFORE PURCHASING.

and helping consumers via an app? extremely affected by mental health” me” “I think doing it on an app is so good because our generation is so driven by phones. Being a guy as well may encourage more of us to talk about our issues because we could encourage others”

IMAGE REFERENCING the app? “I think that is a really cool idea, especially having suffered from mental health, the gym and what I eat has really helped me sustain a more positive outlook”

really handy” would this encourage you to purchase more products?

Were you aware that gym shark offer a try before you buy method with Klarna? Majority said no, questioned if it has even been advertised. Due to Gym shark not having a physical store, it makes it hard for people to predict what size they are, if they had an option of their

abit reluctant to purchase” “It would be a very good idea due to not being able to try on products before hand” If you were super loyal to a brand, if you got sent something in the post to mark a special occasion, how would this make you feel? “Surprised” “Valued” “Encourage me to continue shopping there” “May also encourage more people to purchase to have the same treatment”

Pintrest (2020). Energy seamless leggings. [digital image] Available at:https://www.pinterest.co.uk/pin/489485053244668628/?lp=true [Accessed 18 Jan. 2020].

Gymshark (2020).Â GS insta screenshot. [digital image] Available at: https:// www.instagram.com/p/B7RWLg8gFqf/ [Accessed 18 Jan. 2020].

Cook, S. (2020).Â Life is all about choices. [digital image] Available at: https:// www.youtube.com/watch?v=jLQhJX8E3ds [Accessed 18 Jan. 2020].

Rhind, A. (2019). GS shoot. [digital image] Available at: https:// swerverepresents.com/gallery/alexander-rhind-portraiture-studio/ [Accessed 22 Jan. 2020].

Gymshark (2020). Squat. [digital image] Available at: https:// ca.gymshark.com/?page=4 [Accessed 22 Jan. 2020].

Gymshark (2019). GS seamless leggings. [digital image] Available at: http://www.binokal.com/product_info.php?c=gymshark%20 camo%20seamless%20leggings%20lavender%20grey [Accessed 22 Jan. 2020].

Gymshark (2020). Campaign. [digital image] Available at: rk https:// ww.fashionnetwork.com/news/Gymshark-seeks-further-growth-funding,1094031.html [Accessed 22 Jan. 2020].

Pintrest (2020). GS in NewYork. [image] Available at: https://www.pinterest. co.uk/pin/20336635804528037/?lp=true [Accessed 18 Jan. 2020].

Gymshark (2020). Back. [digital image] Available at: https://www.awin. com/ca/advertisers/case-studies/case-study-benefits-of-sem-partnerships [Accessed 22 Jan. 2020].

Gymshark (2019). David Laid. [image] Available at: https://www.gymshark.com/blogs/athletes/david-laid [Accessed 22 Jan. 2020].

Pixabay (2020). Bus icon. [digital image] Available at: https://pixabay. com/vectors/search/bus/ [Accessed 18 Jan. 2020].

Vecorified (2020). England Map. [digital image] Available at: https:// vectorified.com/uk-map-vector [Accessed 18 Jan. 2020]. Gymshark (2020). Seamless leggings. [digital image] Available at: https://uk.gymshark.com/products/gymshark-geo-seamless-leggingsrose [Accessed 18 Jan. 2020].

Anon (2019) Women embracing their bodies. (2020). [digital image] Available at: https://ellecourbee.co.uk/blog/how-can-shapewear-helpyou-achieve-your-ideal-body-shape/ [Accessed 18 Jan. 2020].

Gymshark (2020). Chest. [image] Available at: https://www.gymshark. com/blogs/news/to-supplement-or-not-to-supplement [Accessed 22 Jan. 2020]. Gymshark (2019). Ben Francis. [image] Available at: https://www.birminghammail.co.uk/news/midlands-news/astonishing-story-birmingham-student-behind-15222013 [Accessed 22 Jan. 2020].

Gymshark (2020). Faded Gymshark logo. [image] Available at: https:// www.pinterest.co.uk/pin/571253533980919262/?lp=true [Accessed 22 Jan. 2020]. Rhind, A. (2019). GS Jump. [digital image] Available at: https:// swerverepresents.com/gallery/alexander-rhind-portraiture-studio/ [Accessed 22 Jan. 2020].

Anon (2020). Motivation. [image] Available at: https://www.pinterest. co.uk/pin/676384437760261889/?lp=true [Accessed 22 Jan. 2020].

Gymshark (2020). Long sleeve mens top. [image] Available at: https:// uk.gymshark.com/collections/long-sleeve/mens [Accessed 22 Jan. 2020].

Gymshark (2019). Karki GS wear. [image] Available at: https://uk.fashionnetwork.com/news/gymshark-predicts-100m-sales-this-year-new-hq-todrive-fast-staff-expansion,965924.html [Accessed 22 Jan. 2020].

Gymshark (2020). Burgundy leggings. [image] Available at: https://www.pinterest.es/ pin/257620041171438709/?lp=true [Accessed 22 Jan. 2020].

Joy, T. (2020). Seamless campaign body. [image] Available at: https://tigeresslifestyle. com/2018/11/05/gymshark-vital-seamless-campaign/ [Accessed 23 Jan. 2020].

Joy, T. (2020). Seamless campaign looking behind . [image] Available at: https://tigeresslifestyle.com/2018/11/05/gymshark-vital-seamless-campaign/ [Accessed 23 Jan. 2020].

Joy, T. (2020). Seamless campaign throwing ball. [image] Available at: https://tigeresslifestyle. com/2018/11/05/gymshark-vital-seamless-campaign/ [Accessed 23 Jan. 2020].

AU (2018). Gym wear. [digital image] Available at: https://work.tscoreks.org/ matching-workout-gear/bodybuilding-clothing-gym-gear-australia-ryderwear-au. html [Accessed 18 Jan. 2020]digital .

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