Gymshark Live Project - YEAR 2 NTU FMB by Olivia Thomas

Marketing Strategy & Communication Report Word Count: 3989

Olivia Kate Thomas N0733317

contents I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed............................................................. Date.........................................

introduction

methodology

aims & objectives

1.0 where are they now? 1.1 market overview 1.2 gymshark overview 1.3 swot analysis 1.4 consumer analysis 1.5 competitor analysis 1.6 micro/macro trends 1.7 gymshark USP 1.8 core competencies

2.0 where do they want to be? 2.1 long term goals 2.2 SMART objectives 2.3 physical space 2.4 influencers

3.0 how will they get there? year 1 year 2 year 3 communication plan 3.5 budgeting

29-30 31-32 33-34 35-48 49-52

conclusion

53-54

referencing

57-59

illustrations

60-62

appendix

63-69

7 8 9 10 11-12 13-14 15 16

18 19-21 22-23 24-27

methodology

introduction The aim of this report is to delve into in depth situational analysis of the luxury fitness brand, Gymshark. In addition to this, this report aims to scope out a successful three year marketing strategy as well as a one year communication plan. This report will carry out thorough research about Gymsharks current position in the UK market and the fitness market as a whole. From this, business tools such as SWOT analysis and brand positioning maps will be used to help investigate appropriate further strategies. With the addition of exploring into micro and macro trends, Gymsharks consumers and competitors, this report will conclude to a communication plan, which will hope to aid Gymsharks future improvements and to enhance brand awareness.

In order to gain the most accurate and insightful information for Gymshark; both primary and secondary research will be used throughout this project. Primary research including surveys to the public will be shared and approximately 100 responses will be collected and evaluated, aiming for a demographic between the ages of 16-25 (Gymsharks current target audience.) Interviews were also taken place in Gymshark Headquarters, Birmingham, with owner, Ben Francsis. As for secondary research, financial platforms such as Mintel and Statista will be used to gain access of statistics for the market overview. Gymshark.com conducted helpful information on the current insights to their brand and their core vision statements.

aims & objectives

part one

where

The aim of this project is to conduct a clear communication and strategy plan for Gymshark by creating a physical space in order for the brand to enhance awareness and maintain maximum market share. This report will be broken down into three sections in order to create an organised structure. ‘Where are they now’ will uphold current information on how Gymshark is currently doing in the athleisure and sportswear market, including analysis on their consumers, competitors and including a detailed SWOT analysis focussing on their opportunities and threats, however feeding in their strengths to aid changes for the future.

are

‘Where do they want to be’ will include SMART objectives and will introduce the physical space and brief explanations on how this will be attained. “How will they get there’ will explain the marketing plan for each year (1,2 and 3) and will include the budget plan, which will obtain an assumption on how well the plan will carry out for Gymshark.

we now?

market overview

£136bn

sportswear growth in UK

1.2

sportswear share in retail market

£11bn Gymshark is a fitness apparel brand selling an array of luxury fitness clothing and accessories, founded in Birmingham, England by Ben Francis in 2012. Gymshark started as a very modest and small brand in Ben Francis’s parents garage with his friends. However since then, Gymshark is supported by a combined 20 million social media followers, has loyal customers in over 131 countries and has now become a world renown business and also one of UK’S fastest growing businesses with a net worth of £10 million.

£2.5bn

Gymshark are constantly looking for new ideas on how to expand and to increase their brand awareness and their infamous slogan of “Be a Visionary” sets in stone their optimism for improvement.

According to Mintel, the global sportswear market as a whole reached £136 billion in 2017 and the sportswear sector specific in the retail market hit £11 billion. Statistics are showing that there is a drastic increase in consumers purchasing sportswear for casual, everyday wear rather than just for exercise. Since 2012, the sportswear sector in the UK has grown £2.5bn. Consequently those aged 16-24 in the UK have been reported to exercise 5 or more times a week, showing this demographic will be the group pushing the sportswear market forward and continuing to buy these products. (mintel, 2018)

gymshark overview

1.1

global sportswear market

1.3

1.4

strengths Gymshark holding a strong brand awareness creates masses of media attention over many of their platforms. Brand ambassadors such as Nikki Blackketter, Robin Gallant and Steve Cook do a successful job of sharing their lifestyles in Gymshark to thousands of followers, expressing the brand culture. The cost of Gymshark is relatively similar to competitors ranging from £4 accessories to £50 items of clothing, ensuring no extreme competition with alternative brands. Gymshark having unique brand slogans such as “Be A Visionary” is a strong way to grab consumer attention and have something for consumers to remember the brand by.

An opportunity for Gymshark is to increase the amount of brand ambassadors by choosing influential people across social medias. Influencers such as The Body Coach, Joe Wicks or instagram fitness influencer, Kayla Itsines would be a successful way to expand the Gymshark athlete family to help grow consumer audience. Gymshark could also potentially look into sponsoring sporting events such as marathons or triathlons, as from this they could also expand their product range and design new items of clothing suitable for such events, this would also expand on their customer base as it with attract a different demographic, possibly a slightly older audience as 50% of marathon finishers average at an age of 38. (Fitness Fatale, 2019)

opportunities

The typical demographic for a Gymshark consumer would be grouped in the ages between 16-25; 80% females and 20% male. The common buyer would either conform to societies “gym junkie” or would purchase gymshark for the sole purpose of comfort wear. Gymshark attracting the “millennial consumer” makes it easy to attract masses of consumers through their social media accounts where all marketing is taken place. Therefore, the majority of buyers will solely be social media users looking to post about their latest gymshark purchase on Instagram. Consequently, spreading the brands name, word of mouth.

weaknesses As Gymshark are an online store, they are limiting themselves to maximum sales because statistics show that a total percentage from 2018, only 10% of sales were e- commerce. (stasita, 2018) Therefore, if they were to expand outside of online sales, they may reach an increase rapidly. Compared to certain brands that Gymshark are competing with, their product range may be limited, however as a fairly new brand, this means they have space to increase product ranges without expanding too fast and jeopardizing the brand. The market for fitness apparel is very saturated as of the past couple of years.

A particular threat Gymshark may run into is the fact that they are a fairly new brand into the fitness market, and even though the brand has experienced some of the fastest growing statistics, competitors such as Adidas and Lululemon have experienced much more. Brands like these are also using above the line marketing strategies, which Gymshark could use in the future to build awareness. Gymshark are known for more imaginative marketing strategies such as graffiti displays and pop up stores, however, the fitness market is at a growth rate of 2.8%, (Wellness Creative Co, 2019) therefore they must stay alert on what their competitors are doing to stay on top and ensure maximum market share possible.

consumer analysis

swot analysis

threats 9

1.5

competitor analysis

brand position

premium pricing

In terms of the brand position map on the left, Gymshark is in the midst of being a youthful brand, focussing on the younger demographic with pricing strategies crossing between partially affordable and premium. Gymsharks main competitors are Lululemon, Physiq Apparel and Adidas, (Francis, 2018). However, even though Ben Francis admitted Physiq Apparel are one of their main competitors; 0% of the SurveyMonkey participants said they were unfamiliar with Physiq Apparel. (refer to appendix 5)

youth

mature

Both Lululemn and Physiq Apparel are consistent with products most similar to Gymshark, both in their fabrics, style, prints and pricing. Fundamentally, there is a clear gap in the fitness market for a more established and mature market amongst more affordable pricing. High street brands such as Primark and H&M have been doing exceptionally well with their newest fitness ranges by pricing them quite low and attracting masses of consumers with their reasonable quality products. Therefore, this gap could be an option for Gymshark to expand in and market for a slightly older demographic. Even if Gymshark were not to skim their prices, they would still be entering a new market to stay ahead of their competitors, covering more markets. Skimming their prices could be something Gymshark may consider in year 2 or 3 once they have gained enough profit to be able to do so successfully.

possible room for expansion for gymshark

affordable pricing 11

macro trends 1.6

PERSONALISATION

BREXIT

Micro trend of personalisation has recently become very popular as a way for brands to build stronger customer relationships and loyalty. This may include having initials, names or words printed or sewn into products or even complete customisation of being able to design your own products. A successful example of this is Gymsharks competitor, Nike and their design scheme to allow consumers to customise their shoes. Gymshark could partake in this as a goal and allow their consumers to order their products printed with something personal on it or even to mix and match colours and chose their own designs to fit them specifically.

The loss of confidence in the UK market as a whole is a result of Brexit and this may impact the sales in the retail market as the UK population are concerned the economy will collapse. If inflation rates rise, growth in sales will slow down, affecting all markets. In terms of Gymshark, Brexit may also have a large impact on shipping and trade, enforcing prices to increase and causing consumer concern about purchasing fitness clothing with their disposable income.

TECHNOLOGY

THREAT OF NEW ENTRY

ARTIFICIAL INTELLIGENCE

The new entry of many fitness brands saturating the market makes it difficult for an upcoming brand to fabricate their label. Threatening new entries barricades brands like Gymshark from successfully overtaking their competitors among big brands like Nike and Adidas. The main limitation from upcoming entries incoming the fitness market is the threat of duplicating existing products from Gymshark. Especially if upcoming competitors use a price skimming strategy and set their prices lower than alternative brands, asserting consumers chose their brands over Gymshark.

Due to the increase in artificial intelligence causing more automated technology overtaking human employment, this may put a large sector of employees at risk of losing their jobs. Although artificial intelligence has disadvantages to human interaction and lifestyle; automated technology may improve Gymsharks efficiency and accuracy in dispatch and customer service methods.

Augmented Reality

RISE OF WELL BEING

“Stepping into the Future”

Due to the immense increase of use of social media over the past ten years, the obsessive fascination to conform to societies expectations to “look perfect” breached teen years quickly. As a result of this, gym memberships and overall well-being as a trend significantly escalated. Consequently, this quickly covered most target groups and therefore more people are spending their disposable incomes on fitness classes, purchasing exercise apps and buying top quality fitness wear as a result of the need to fit into social media’s trends.

Social media platforms Snapchat and Facebook introduced using filters and the ability to alter ones face years ago and since then this has changed social media drastically. This is called augmented reality when one can use enhancements and 3D technology to interact with objects. This would be an opportunity for Gymshark to use modern technology for consumers to visualise products before they buy.

micro trends

POLITICAL

unique selling point 1.7

Gymsharks infamous leggings designed for women have often been what customers most associate with the brand. Thus being due to the fact the brands consumers attract 80% women. Their clothing products overall thrive in top quality, flattering and seamless styles, which stand out and attract consumers.

Ben Francis, Founder of Gymsharkark

core competencies

Gymsharks USP is not necessarily about their products, Gymshark have attract masses of consumers through their Instagram execution and how they have involved all their consumers with hashtags, competitions and challenges; making consumers feel more connected to the brand on a personal level.

PRODUCT DESIGN

CONSUMER FOCUS

Gymshark gains all their inspiration from around the world and take a trip once a year to ‘Complexcon’ (Francis, B, 2018) for research into their next season. They ensure their quality and colour pallets remain fresh and exciting for consumers. Designers run trial and error throughout the process to ensure they are producing the best designs

Consumer satisfaction is an extremely large part of finding success. As a brand they are constantly asking to receive feedback from their consumers. The brand work closely together to build the best styles, colours and quality for their consumers to ensure that every product made is wanted.

possible.

1.8 core competencies

“We’ve set the standard and continue on our journey towards being the greatest fitness brand in the world”

BRAND RECOGNITION The marketing team are constantly developing ways to keep the brand connected with their consumers by creating challenges, chances to win products and using their athletes’ ability to spread the word of the brand to a large following. This is something Gymshark have done very successfully and a unique way to stay associated.

2.1 long term goals

part two

“Be A Visionary”

where do we want to be?

Gymshark

“We exist to create the tools that help people unlock their full, incredible potential and put their ideas into action.”

Gymshark

Within this Gymsharks plan, these goals are set to ensure the plan is succsessful:

Ensure to increase brand recognition in able to maximise profit for the future. Expand the targer consumer group by expanding product range to meet all needs.

Maximise sales to ensure highest profits are being made from utilising all above goals. 17

2.2 SMART objectives

Expand Target Consumer (year 2)

Increase Brand Recognition (year 1)

SPECIFIC

MEASURABLE

SPECIFIC

MEASURABLE

Create a strong & distinct brand personality to easily differentiate themselves from competitors.

Obtain consumer feedback and watch changes on social media followings by 15%

Expand on product range to expand on the target consumer and ensure to meet all needs for consumers.

Scheduled improvement is to expand by approximately 15%.

ATTAINABLE

RELEVANCE

ATTAINABLE

RELEVANCE

Create social media campaigns and expand on the amount of Gymshark athelets

Increase consumer awarenss of the brand and put Gymshark in the midst of the fitness â&#x20AC;&#x2DC;mapâ&#x20AC;&#x2122;.

Expand product ranges and campaigns to attract a different demographic of consumers.

To increase brand recognition and increase sales from a wider/larger audience.

TIMED

To have increased brand recognition from consumers by end of year 1.

By the end of year 2, to have an increase of sales by 5-10% after expanding to a larger market.

2.3 Maximise sales from opened physical space (year 3)

MEASURABLE

SPECIFIC

Increase the sales over the current year (3) by 20% by december 2022

Create online content that is more engaging and personalised.

ATTAINABLE

RELEVANCE

Expand product range, increase social media campaigns to attract consumer connection & loyalty.

Maximise sales to increase market share as a whole in the fitness market and to gain maximum profits.

The Physical Space

TIMED By the end of the third year plan, an expected increase of 20% is assured.

80% 52%

47%

80% of respondents from the SurveyMonkey exposed that they thought it would be beneficial for Gymshark to open a physical store, instead of remaining solely online. (appendix 7)

52% of participants admitted they would like to have an interactive and personal experience in the store rather than just a traditional store to purchase from. However, 47% of people said they would just prefer a store to purchase from . (appendix 8)

85%

2.4 influencers

SurveyMonkey results show that 85% of people that took the survey would be happy to pay a small fee for entering the physical space. The price would include a small gym, a short and useful personal training session with a Gymshark athlete and a â&#x20AC;&#x2DC;personalisation barâ&#x20AC;&#x2122; where the purchased products can be personalised with initials. (appendix 10)

To ensure a seamless difference between the physical space and the online store, Gymshark have the ability to bring Gymshark athletes to the physical store events to interact with consumers.

This makes the experience very personal and brings the brand to life instead of the brand remaining behind a digital wall but now being able to network a one-to-one relationship with consumers on a personal level. .

WHITNEY SIMMONS

KAYNE LAWTON

ROBIN GALLANT

STEVE COOK

NIKKI BLACKKETTER

DAVID LAID

part three

Gymshark is one of most well-known brands on social media, however they would not have been able to gain this success without the use of their influencer marketing, which has maximised their growth, (The Millennial Marketers, 2019). Nikki Blackketter and Lex Griffin were two of the first athletes to be signed from Gymshark and started wearing the brand exclusively, which were posted frequently to their accounts and this increased Gymsharks brand awareness enormously. Since then, Gymshark now have 18 brand ambassadors all together ranging in all different nationalities, successfully spreading the Gymshark brand across different countries easily.

how will we get there?

The athletes post themselves wearing Gymhshark products and expose their new ranges. They also film short fitness tutorial videos and encourage a healthy lifestyle by frequently exercising and eating healthy, this comfortably fits Gymsharks goals and values that they attempt to convey to their consumers.

The most important aspects of finding the appropriate athlete is to ensure they already have a popular following on social and that they fit the Gymshark values. The brand itself have said that hiring appropriate people is one of the most important aspects of Gymshark, (Francis, 2018). Ultimately after the first year of athletes inserting references to their relationship with Gymshark to their Instagram and posting about the brand publicly; sales increased as Gymshark grew as more people wanted to start being a representative.

year one

app launch

At the beginning of 2017 the total number of social media users in the UK had reached up to 39 million users with an expected rise to 42 million (Statista, 2018). Adapting your brand to social media will not only attract a large following and viewing but will also create brand culture and awareness. Gymshark already do this by posting very frequent updates to their 7 million Instagram followers (all accounts combined) through pictures, videos, stories and live videos on Instagram TV. Therefore, the bigger the platform is to post on, the larger the opportunity to grow through extended content. According to buyer behaviour statistics it is expected that 18% of retail sales will be purchased through e-commerce, (Pure360, 2019) and although that statistic is not soaring, the following statistic is that by 2040, 95% of purchases will be facilitated by e-commerce. However, 54% of millennials will make purchases online, which is the target age group for Gymshark.

june 2020 Consequently, by June 2020, a marketing strategy for Gymshark is to launch an APP available for all consumers around the world with access to a mobile device.

SHOP

features

Consumers will be able to buy all Gymshark products through the app. The ‘shop’ will be a scaled down version of gymshark.com

Subscriptions can come at different prices according to what package the customer feels comfortable with. Prices will range from £5.99 for the least expensive, up to £15.99. These will be charged monthly with the chance to stop paying at any time. To ensure Gymshark are at the forefront of maintaining a strong ‘fitness image’ and to keep intact their “Be A Visionary” slogan, they will endorse their athletes to promote the app on their personal Instagram’s to ensure maximum audience reach.

WEEKLY PLANNER

A diary specific for planning workouts, meal diets to maintain the best healthy lifestyle possible. This will send notifications as a reminder for any set task.

RECIPES

Healthy recipes will be available to download with a subscribed account, which athletes use and recommend. This will be updated frequently.

UPCOMING EVENTS

An alerted system for subscribers to be the first to know new and upcoming Gymshark events, such as pop up stores and new releases.

WORKOUT ROUTINES

MEAL PLANNER

Routines will be posted as GIF forms, videos, images and written routines. These will include exercises for all body parts and have top tips on how to ‘train like an athlete’.

An available planner for proposing meal plans with the opportunity to add in how many calories, macros, proteins and carbs are being eaten a day.

This will record steps, heartbeat, dietary, calories burnt, and will allow smart watches to connect.

An opportunity to buy from Instagram itself on a smaller scale, meaning a consumer can buy straight from Instagram and be taken to the app for quick pay.

HEALTH

INSTA SHOP

In order to successfully obtain and continue success from objective one from the previous year, Gymshark will start by sponsoring Marathons and Triathlons as an event. This will enable Gymshark to expand their product range by creating clothing made from fabrics that are lightweight and ‘marathon friendly’.

100%

of respondents also revealed that they were most familiar with Nike but only,

91%

of respondents are most familiar Adidas.

Both of these brands have been in the fitness market many more years than Gymshark and have a much wider range of products.

100%

of people that took part in the SurveyMonkey revealed that they were aware of the brand Gymshark.

14%

however, the question asked after that revealed only 14% of respondents have actually purchased from Gymshark.

Triathlons also require full length swimwear, which enables an open opportunity for Gymshark to design such sportswear and put their brand forward for sponsorship. As mentioned before throughout this report, the average male to finish marathons is 38; therefore, being the majority male and an older demographic compared to what Gymshark already markets for. This is a perfect opportunity to expand into a wider consumer market by expanding product range.

Creating positive PR for brands such as Gymshark will increase brand awareness and create preference over competitors. Gymshark sponsoring events like marathons will open many more doors for the brand and will create an element of exclusivity. This is also an opportunity for Gymshark to gain some free media exposure by images of the marathon being posted on social media and news; in addition, exposure to the thousands of people that come to support the event.

september 2021

year two

sponsorship & expansion of produt range

The first event Gymshark will sponsor is the annual Robin Hood Marathon in Nottingham. The Robin Hood Marathons existing sponsors consist of Lucozade, Audi, Hilton and England Athletics. This is a great opportunity for Gymshark place their mark on the map and highly increase their brand awareness. As Gymshark origins are in Birmingham, sponsoring the first event in a local area will ensure safety and comfort.

As an objective for this year is to expand on the product ranges; in 2021 Gymshark will release a new range called “light run” specialising in lightweight fabrics for running and training in. Products will include skin tights, shorts and leggings for men and women to wear solely or under other clothing in fabrics such as spandex. This will be released in July 2021 on the website and app before the Marathon so Gymshark have time to promote the new range and have their athletes trial and error the products.

At the marathon, Gymshark will sustain a pop-up tent at the end of the race for participants and supporters to buy existing ranges of Gymshark products as well as the “light run” range. This will also be an opportunity for people to meet the Gymshark family and learn more about their brand, exposing themselves to a wider audience.

august 2022

Fitting rooms

Regarding the responses from the SurveyMonkey, collected secondary research data and using ‘augmented reality’ and ‘rise of well-being’ from micro and macro trends; the next option predicted to be most successful is to open a store as a physical space. The store will open in July 2021 in the origins of Gymshark, Birmingham to continue the pride the modesty of the brand.

Womenswear collection

If Gymshark executes the combination of online and offline stores successfully then it will be extremely beneficial and the SMART objective of maximising sales for the third year will be obtained. With the brand experiencing fast growth of brand awareness, this would be a favourable time for Gymshark to enter a market for a physical space.

store features

Newest range and most popular mens products available for sale.

Photo backdrop

Interactive small and practical gym

Meanswear collection

year three

open the store

Newest range and most popular womens products available for sale.

A backdrop used for photos and where #Gymsharkspace can be used to post on social media.

Entrance

shop all ranges small & practical gym photograph backdrop opportunity fitting rooms personalisation bar meet and greet station with athletes

Meet & Greet athletes

A chance for customers to meet and greet gymshark athletes in more of an intimate enviroment.

Personalisation bar

A space for small equipment for customers to use and experience with the help of Gymshrk athletes. A way to gain a full gymshrk experience.

A small bar involving a few sewing machines where customers can pay an extra fee to have products personalised.

communication plan

Gymshark is in the midst of a very popular and demanding market. Survey results show that 91% (appendix 6) of respondents wear sportswear for either exercising or just casual wear. This showing that only 9% of people do not wear it at all, showing a drastic difference, exposing the demand for fitness apparel. It is therefore necessary to have effective communication plans in order to successfully differentiate Gymshark away from other brands and place it above other competitors in the market. Before beginning to launch the new App, Gymshark must partake in communicating their brand throughout social media. Gymshark already use this for their main form of promotion, however due to their competitors larger following, continuously posting and using promotion methods will ensure Gymsharks growth. Gymshark will also promote through using pop-up events in order to gain consumer attention. This is very important for Gymshark as they are an online brand therefore this is necessary to gain intimacy from their consumers and build loyalty by bringing the brand to life. This will also offer a viewpoint for consumers to gain an understanding of what Gymshark have to offer for the future.

“REFER A FRIEND” FOR 10% DISCOUNT

september 2019 In September 2019, Gymshark will announce the opportunity to receive discounts for accounted members on gymshark.com. This will be done by sending out personal emails to the existing accounted members offering them a chance to “refer a friend” where they forward an inivitation to gymsharks website asking them to create an account and browse products, in return for 10% off their next order. Receiving this discount is already an option for students, however expanding this discount in ways which non-students can use will create more consumer satisfaction. This will continue to surge brand awareness using a promotional method of word-of-mouth; this will be an effective method before announcing the release of the new app.

PERSONALISE YOUR PRODUCTS

december 2019

Soon after this Gymshark will have their athletes and influencers begin to introduce themselves wearing their new personalised products through their social medias. As micro trend ‘personalisation’ is soaring through the retail market, 1 in 3 consumes are said to be interested in personalisation and a further 71% of consumers being open to paying a premium for it, (Deloitte United Kingdom, 2019). In December gymshark.com will release its latest addition of a personalisation section. This will include being able to incorporate initials or a name to a product including leggings, jackets, jogger bottoms, bags, hats or water bottles. Personalisation will be subject to these items only. This section will be a pop-up before checking out and will ask the consumer if they would like to pay an extra £10 for two initials sewn into a product, or another £15 for a name. The consumer will be able to choose from a selection of fonts and colours to have their personalisation in to incorporate a sense of personal design. Gymshark consumers will then have the chance to send in images of them in their Gymshark products and a select few will be randomly chosen and posted on the Instagram page as winners. Winners will be given a prize of free personalisation on one product as well as 20% off their next purchase.

A month away from the App being released, Gymshark will begin to promote the app through social media, using Instagram, Facebook and Youtube as the main platforms. These posts will include a countdown, keeping followers intrigued and alert. As well the option to receive notifications as soon as the announcement is out. At the beginning of March it will be announced that there is an App being released soon through an announcement post and a video on Youtube from Ben Francis himself. This video will be shared through links on Instagram and Facebook.

march 2020

After the announcement is made, a weekly post through social media will show some of the available features on the app. Posts will be made about the following features. • Workout routines from Gymsharks own athletes • Dietary planning • A shop, expanding to multichannel. • Weekly planning for exercise and eating healthy. As the App will require monthly subscriptions, Gymshark will offer a discounted price for the first 4 months using a PROMO code of “APP4” if you download it the day it is released. This will be available for iPhones and Androids.

APP RELEASE The App will be released, and social media promotion will be used to carry across the message to Gymsharks following. To carry on promoting the App, influencers such as Nikki Blackketter and Steve Cook will post images and videos to their separate large following of them using the App and explaining what they use it for. They will also comment about their personal codes, examples being “NIKKI20” “COOK20” for 20% discount of the two months subscription. Following communication methods will increase attention and focus on the App to ensure the App gains a large amount of subscriptions quickly. •

Banners and pop up advertisements will be spread across gymshark.com to promote the App to the consumers interested in downloading the App. • Gymshark will also invest in paying for their App to come to the top of searches and on the home page of the App store to ensure the maximum amount of people will see it and download. • Gymshark delivery packaging will be altered to have advertisements of the App on it along with flyers on the inside to remind customer to download the app. The flyer will have a QR code on it to scan for more information on what the App features before having to download it.

june 2020 APP

In July Gymshark will host a pop-up event in Shoreditch London for two days with the opportunity for consumers to come along and experience everything the app has to offer. This will be promoted across all media platforms beforehand to entice consumers to come along and join in. Gymshark employees and influencers will host the event by talking through how to use each section of the App and the opportunity for people to try it out and ask questions. This will drive brand awareness and increase sales of product and App subscriptions. The pop-up event to promote the app will consist of methods such as: •

•

iPads for people to use and try out the App all on subscribed versions for consumers to understand the difference between non-subscribed users and then the different levels of subscriptions depending on the price range. Screens and projectors with rolling videos on of influencers using the App will be played with an interactive space for people to follow the workouts with the help of influencers.

• One of the major aspects of the event that will force customer attraction to the event is the opportunity to win 6 months free worth of the £15.99 subscription. This will be done by explaining over their media accounts that the first 100 people to turn up to the event will win this prize via a voucher with a specialised code on it. • QR codes will be scattered around the event pop up for customers to scan, which will bring up interesting facts and shortcuts around the App to help navigate to make it easier so the App can be in full use as soon as possible.

july 2020

Images of the event space in Shoreditch, London

that Gymshark will rent for the event.

After the App has been released and is up and running, Gymshark must ensure they continue researching and developing on consumer feedback about the App. This will give an insight to Gymshark on what they can change to improve the App and customer service. This will be done by having pop ups on their website with a quick customer survey for their opinions on the App, which will allow Gymshark to make changes for the better.

august 2020

In late August, Gymshark will collaborate with Spotify to link the App with suggested workout playlists. Listening to music whilst exercising has been reported to enahnce performance and increase endurance by 28%, (Whiteman, 2019). Therefore, this is a solid scheme for Gymshark to use to successfully collaborate with Spotify and can be used to deduct the paid amount from the Gymshark App if you are already a premium Spotify member.

3.5 finance and budgeting

communication plan costing full and detailed financial plan in appendix

COMMUNICATION PLAN TOOLS

TOTAL COSTS

App development

£55,086

App testing

£3,400

App store costs

£76.85

QR code and packaging

£2,785

Location rent

£14,000

iPad costs

£3234

Projectors

£398

Fitness equipment

£485

Catering

£3250

Photographer

£1140

Security

£73.50

Staff

£1500

Athlete travel

£11,189

Feedback

£180

Research & Development

£3000

TOTAL = £99,797.35 49

costing schedule AUG

JULY

4TH QUARTER JUN

MAY

APR

MAR

FEB

DEC

JAN

3RD QUARTER

NOV

2ND QUARTER

OCT

1ST QUARTER SEPT

for full and detailed gantt chart, refer to appendix

APP DEVELOPMENT APP TESTING "REFER A FRIEND"

Budgeting costs of communication plan

PERSONALISATION

The estimated budget has been accounted for the communication plan of launching an app and will total to £99,797.35 out of the given budget of £300,000. The majority of the costs will account from the development and testing of the app as well as the pop-up event venue. However, the total costs including the cost of sales results to £1,836,047.35. The remaining third of the left over budget will remain in case of error, accident or a need to put extra costs towards a communication tool. The brief table on the previous page shows the costs of each communication tool on what will be spent.

SOCIAL MEDIA CAMPAIGN BANNERS/POP UP ADS APP STORE QR + PACKAGING

Further information for finances can be found in the full detailed finance and costing table in the appendix. The financial plan (refer to appendix 11 & 12) shows that no month will deduct any costs and go into negative values, showing a successful plan without taking any risks for the business. Overall, if the communication plan is successful and not only reaches the targeted smart objectives; it will also gain a profit of £5,163,953 just after the first year.

EVENT LOCATION RENT IPADS PROJECTOR

The costing schedule shows exactly when each fragment of the communication plan will take place across the year, the first year will carry from September 2019 to August 2020, this was done purposely to give enough time to plan the pop-up event and in order to have it in the summer, attracting more people to come along. Refer to the full mock up Gantt chart in the appendix in order to identity break down costing for each month.

ATHLETES FITNESS EQUIMENT EXCLUSIVE DISCOUNT CATERING PHOTOGRAPHER PROMO CODES SECURITY STAFF ATHLETE TRAVEL CONSUMER FEEDBACK & RESEARCH DEVELOPMENT PROMO CODES

conclusion

The aim of the first two years within the marketing strategy is to enable maximum success in the third year when Gymshark open their permanent store originating in Birmingham. Launching an app in year one then sponsoring the Nottingham Robin Hood marathon in year two, together with expanding their product range will upsurge brand following and expand their target audience whereby will guarantee a high level of popularity in interest in the physical store for year three. In order to certify maximum success with the marketing and communication plan, conversion rates and bounce rates will be measured on the app to review whether or not customers believe the app is useful or not. Consequently to be able to understand the changes, Gymshark will need to observe an increase in conversion rates and a decrease of bounce rates.

As a renowned fitness apparel brand, Gymshark has achieved more than their expected ÂŁ100m turnover and ÂŁ42m sales last year. They are the fastest growing fitness brand in an extremely saturated market and have experienced tremendous brand growth over their social media with a combined following of 20 million including 18 Gymshark athletes. The three-year marketing strategy aims to achieve the listed smart objectives of increasing brand recognition, expanding target consumer range and maximising profits. Overall, the finances show that just from the one-year communication plan, Gymshark will exceed a ÂŁ5m profit, surpassing the estimated addition of 5% turnover and creating an optimistic future for Gymsharks financials.

references

bibliography Online resources

About, T. (2019). The fastest growing fitness clothing brand [online] Available at: http:// monthlymale.com/fastest-growing-fitness-clothing-brand-everyones-talking-about/ [Accessed 19 Jan 2019].

BBC News. (2018) The 26-year-old with a £100m sportswear brand. [online] Available at: https://www.bbc. co.uk/news/business-45246999 [Accessed 10 Dec 2018].

Company Check. (2019). GYMSHARK LTD [online] Available at: https://companycheck.co.uk/ company/08130873/GYMSHARK-LTD/companies-house-data [Accessed 20 Jan 2019].

Beeketing Blog. (2019). How Gymshark grew by 200%+ [online] Available at: https://beeketing.com/blog/ gymshark-growth-story/ [Accessed 10 Dec 2018].

Deloitte United Kingdom. (2019). Making it personal [online] Available at: https://www2.deloitte. com/uk/en/pages/press-releases/articles/one-in-three-consumers-wants-personalised-products. html [Accessed 03 Jan 2019].

Best Companies. (2019). Gymshark Company Profile [online] Available at: https://www.b.co.uk/companyprofile/?gymshark-102939 [Accessed 15 Jan. 2019].

Fast Track (2019). Gymshark - Fast Track. [online] Available at: https://www.fasttrack.co.uk/ company_profile/gymshark/ [Accessed 05 Jan. 2019].

Facts, S. (2019) Social Media Statistics. [online] www.statista.com. Available at: https://www.statista.com/ topics/1164/social-networks/ [Accessed 15 Jan 2019].

Facts, S. (2019) Social Media Statistics. [online] www.statista.com. Available at: https://www. statista.com/topics/1164/social-networks/ [Accessed 03 Jan 2019].

Forbes.com. (2019). The Six Reasons The Fitness Industry Is Booming. [online] Available at: https://www. forbes.com/sites/benmidgley/2018/09/26/the-six-reasons-the-fitness-industry-is-booming/#775ea8a3506d [Accessed 20 Jan 2019].

Facts, E. (2019) E-commerce in the United Kingdom. [online] www.statista.com. Available at: https://www.statista.com/topics/2333/e-commerce-in-the-united-kingdom/ [Accessed 03 Jan. 2019].

G. (2019) Behind Gymshark’s Multi-Channel Empire. [online] Available at: https://www.shopify.com/ enterprise/gymshark-global-multi-channel [Accessed 20 Jan 2019].

Fitness Fatale (2019) Marathons: Who Runs Them and Why? [online] Available at: http:// fitnessfatale.com/blog/2011/03/24/marathons-who-runs-them-and-why/ [Accessed 10 Jan 2019].

Gymshark UK (2019) About Gymshark. [online] Available at: https://uk.gymshark.com/pages/about-us [Accessed 04 Jan 2019].

MogulPedia. (2019). Ben Francis, Owner. [online] Available at: https://mogulpedia.com/person/benfrancis-gymshark-net-worth-owner-founder/ [Accessed 11 Jan 2019].

Gymshark US. (2019). The Importance Of Goal Setting | Steve Watson. [online] Available at: https://www. gymshark.com/blogs/news/the-importance-of-goal-setting-steve-watson [Accessed 04 Jan 2019].

Pure360 (2019) 40 eCommerce Statistics for 2019: online shopping statistics [online] Available at: https://www.pure360.com/40-ecommerce-statistics/ [Accessed 04 Jan 2019].

Gymshark US. (2019). Athletes. [online] Available at: https://www.gymshark.com/blogs/athletes [Accessed 18 Jan 2019].

Statista (2019) Topic: Social media usage in the UK. [online] Available at: https://www.statista.com/ topics/3236/social-media-usage-in-the-uk/ [Accessed 03 Jan 2019].

Influencer champions (2019). How Influencer Marketing Made Gymshark a Million Dollar Business. [online] Available at: https://influencerchampions.com/blog/how-influencer-marketing-turned-gymshark-milliondollar-business [Accessed 07 Jan 2019]

Mintel (2019). Sports and Leisure Market Research. [online] Available at: https://store.mintel.com/ industries/retail/retail-sector/sports-and-leisure [Accessed 05 Jan 2019].

Influencerdb.com. (2019) Instagram analytics & statistics. [online] Available at: https://influencerdb.com/idb/ instagram/gymshark/ [Accessed 12 Jan 2019].

Started, G. (2018). Behind Gymshark’s Multi-Channel Empire. [online] Available at: https://www. shopify.com/enterprise/gymshark-global-multi-channel [Accessed 21 Dec 2018].

LS:N Global (2019) Macro Trends. [online] Available at: https://www.lsnglobal.com/macro-trends [Accessed 20 Jan. 2019].

The Millennial Marketer (2019) Influencer Marketing [online] Available at: https:// themillennialmarketers.com/instagram/gymshark-influencer-instagram-growth [Accessed 17 Jan. 2019].

Marketing Week (2019). How Gymshark mastered Instagram to drive instant sales. [online] Available at: https://www.marketingweek.com/2018/10/11/gymshark-instagram-black-friday-sales/ [Accessed 20 Jan 2019].

Wellness Creative Co (2019) Fitness Industry [online] Available at: https://www.wellnesscreatives. com/fitness-industry-statistics-growth/ [Accessed 14 Jan 2019].

Panko, R. (2019). Mobile App Usage Statistics 2018 [online] Themanifest.com. Available at: https:// themanifest.com/app-development/mobile-app-usage-statistics-2018 [Accessed 19 Jan 2019].

Whiteman, H. (2019) Music & exercise study: statistics [online] Medical News Today. Available at: https://www.medicalnewstoday.com/articles/320980.php [Accessed 18 Jan. 2019].

PropertyEU News (2019) Gymshark gets fit fast. [online] Available at: https://retailwatch.info/news/ Gymshark-gets-fit-fast/d4610df0-d1e5-4a25-8a7f-4626bdfe9123 [Accessed 14 Jan 2019]. Sutherland, E. and Geoghegan, J. (2019). Ben Francis, founder, Gymshark. [online] Available at: https:// www.drapersonline.com/people/-ben-francis-founder-gymshark/7028065.article [Accessed 19 Jan 2019].

illustration references The Fitness Network (2019) The Fitness Network. [online] Available at: https://thefitnessnetwork.org/ how-copycat-brands-are-damaging-the-fitness-clothing-industry/ [Accessed 16 Jan 2019]. Team, M. (2019) Sales of sportswear. Available at: http://www.mintel.com/press-centre/retail-presscentre/fashionistas-cause-sales-of-sportswear-to-sprint-uk-sports-goods-sales-estimated-tosurpass-7-billion-in-2016 [Accessed 09 Jan 2019] The42 (2019) The Gymshark Logo [online] Available at: https://www.the42.ie/gymshark-gear-review2546236-Jan2016/ [Accessed 21 Jan 2019]. 2021, E (2019) E-commerce share of retail sales 2021. [online] Statista. Available at: https://www. statista.com/statistics/379112/e-commerce-share-of-retail-sales-in-us/ [Accessed 09 Jan 2019].

Articles/Reports International, E (2019) The Global Rise of Social Networks [online] Available at: https://www. euromonitor.com/the-global-rise-of-social-networks-brave-new-world-or-the-same-oldthing-/report [Accessed 21 Jan. 2019] Laughlin, J. (2019). Body Temples. [online] Available at: https://www.lsnglobal.com/macrotrends/article/7881/body-temples [Accessed 20 Jan 2019]. Ltd (2019). Gymshark choses new global HQ. [online] Available at: https://www.insidermedia. com/insider/midlands/gymshark-choses-new-global-hq [Accessed 14 Jan. 2019]. Smith, R. (2019). Certified Wellness. [online] Available at: https://www.lsnglobal.com/macrotrends/article/22428/certified-wellness-1 [Accessed 20 Jan. 2019].

Tahiti,L. 2019 (online) available at: https:// littletahiti.wordpress.com/tag/gymshark/ [image] (accessed on: 02 Jan 2019)

Gymshark, 2019 (online) Whitney Simmons available at: www.gymshark.com (accessed on: 02 Jan 2019)

Gymshark, 2019 (online) available at:https:// uk.gymshark.com/collections/ombre/products/ gymshark-ombre-seamless-crop-top-blacklight-grey [image] (accessed on: 14 Jan 2019)

Hembrow, T. 2019 (online) available at: https://www.pinterest.co.uk/ pin/118923246391328458/?lp=true [image] (accessed on: 20 Jan 2019)

Gymshark, 2019 (online) Gymshark swimwear. Available at: https://uk.gymshark.com/products/ gymshark-charge-sports-bikini-top-black [image] (accessed on: 14 Jan 2019)

Blackketter, N. 2019 (online) available at: https:// www.gymshark.com/blogs/news/gymshark10-year-challenge [image] (accessed on: 21Jan 2019)

Gymshark, 2019 (online) Gymshark slounge legging. Available at: www.gymshark.com [image] (accessed on: 05 Jan 2019)

Gymshark, 2019 (online) Gymshark flex sports bra. Available at: https://uk.gymshark.com/collections/ sports-bras/products/gymshark-fleur-texturesports-bra-washed-khaki-marl [image] (accessed on: 05 Jan 2019) Gymshark, 2019 (online) Gymshark Available at: https://www.instagram.com/p/Br2tMEQn6Yv/ [image:instagram] (accessed on:18 Jan 2019)

Wee, J. (2019) Marketing Strategy and Planning for Gymshark [online] Available at: https:// medium.com/@jolynwee/marketing-strategy-and-planning-for-gymshark-c0c35ac93145 [Accessed 19 Jan 2019].

Gymshark, 2019 (online) Gymshark flex sports bra pink. Available at: https://uk.gymshark.com/products/gymshark-fleur-texture-sports-bra-dusky-pinkmarl [image] (accessed on: 05 Jan 2019)

Video HOW WE DESIGN GYMSHARK PRODUCT. (2018). [video] Directed by B. Francis. United Kingdom: Ben Francis.

Gymshark, 2019 (online) Gymshark flex long sleeve top. Available at: https://uk.gymshark. com/collections/new-releases/products/ gymshark-flawless-knit-long-sleeve-crop-topwashed-lavender [image] (accessed on: 05 Jan

Books Wiedermann, K. and Hennings, N. (2008). Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing.

Gymshark, 2019 (online) Gymshark flex legging orange. Available at: https://uk.gymshark.com/ products/gymshark-flawless-knit-tights-burnt-orange [image] (accessed on: 05 Jan 2019)

Heuer, D. and Kemper, J. (2015). Brand competition in fashion e-commerce.

Gymshark, 2019 (online) Gymshark flex legging pink. Available at: https://uk.gymshark.com/ collections/flex/products/gymshark-flex-leggingbeet-marl-chalk-pink [image] (accessed on: 05 Jan 2019)

Gymshark, 2019 (online) Gymshark flex jacket Grey. Available at: https://uk.gymshark.com/collections/ fleur/products/gymshark-fleur-texture-long-sleevecrop-charcoal-marl [image] (accessed on: 05 Jan 2019) Gymshark, 2019 (online) Gymshark flex sports bra pink. Available at: https://uk.gymshark.com/products/gymshark-pace-running-leggings-purple-wash [image] (accessed on: 05 Jan 2019) BLOG, Gymshark, 2019 (online) Gymshark christmas gifts. Available at: https://www.gymshark. com/blogs/news/gymshark-christmas-gifts-for-her [image] (accessed on: 21 Jan 2019)

Gymshark, 2019 (online) Gymshark purple flex legging. Available at: https://uk.gymshark.com/ collections/flex/products/gymshark-flex-leggingslight-grey-marl-indigo [image] (accessed on: 21 Jan 2019) Blackketter, N. 2019 (online) Gymshark purple flex legging. Available at:https://www.gymshark.com/ blogs/news/nikki-blackketter-season-2 [image] (accessed on: 15 Jan 2019) Santamaria, B. 2019 (online) Gymshark swimwear. Available at: https://uk.fashionnetwork.com/news/Gymsharkexplores-growth-options-after-sales-triple,1006223.html#. XEjuTy2cZ-U [image] (accessed on: 14 Jan 2019) Gymshark, 2019 (online) Gymshark flex legging. Available at: https://uk.gymshark.com/products/ gymshark-flawless-knit-tights-washed-lavender [image] (accessed on: 05 Jan 2019)

Gymshark, 2019 (online) Gymshark flex legging sea blue. Available at: https://uk.gymshark.com/ products/gymshark-flawless-knit-tights-sea-blue [image] (accessed on: 09 Jan 2019)

UK, Gymshark, 2019 (online) Gymshark flex khaki. Available at: https://uk.gymshark.com/ products/gymshark-seamless-energy-high-waisted-leggings-khaki [image] (accessed on: 09 Jan 2019) UK, Gymshark, 2019 (online) Gymshark waterproof jacket. Available at: https://uk.gymshark. com/products/gymshark-storm-waterproof-parka-light-grey [image] (accessed on: 11 Jan 2019)

Gymshark, 2019 (online) Gymshark flex legging. Available at: https://uk.gymshark.com/products/ gymshark-flawless-knit-tights-washed-lavender [image] (accessed on: 05 Jan 2019)

Pinterest, 2019 (online) Gymshark flex sportsbra. Available at: https://www.pinterest.co.uk/gymshark/the-flex-effect/?lp=true [image] (accessed on: 14 Jan 2019)

Gymshark, 2019 (online) Gymshark flex legging orange. Available at: https://uk.gymshark.com/ products/gymshark-flawless-knit-tights-burnt-orange [image] (accessed on: 05 Jan 2019)

Gymshark, 2019 (online) Gymshark flex. Available at: https://www.awin.com/ca/advertisers/ case-studies/case-study-benefits-of-sem-partnerships [image] (accessed on: 14 Jan 2019) Gymshark, 2019 (online) Gymshark flex jacket beige. Available at: https://uk.gymshark.com/ collections/fleur/products/gymshark-fleur-texture-1-2-zip-pullover-washed-khaki-marl [image] (accessed on: 05 Jan 2019) Gymshark, 2019 (online) Gymshark flex top. Available at: https://uk.gymshark.com/collections/fleur/products/gymshark-fleur-texture-longsleeve-crop-charcoal-marl [image] (accessed on: 05 Jan 2019) Gymshark, 2019 (online) Gymshark flex jacket Grey. Available at: https://uk.gymshark.com/ collections/fleur/products/gymshark-fleur-texture-long-sleeve-crop-charcoal-marl [image] (accessed on: 05 Jan 2019)

Gymshark, 2019 (online) Gymsharl flex jacket. available at:https://uk.gymshark.com/collections/fleur/ products/gymshark-fleur-texture-1-2-zip-pulloverwashed-khaki-marl (accessed on: 12 Jan 2019)

Gymshark, 2019 (online) Whitney Simmons. Available at: https://www.gymshark.com/blogs/ athletes/whitney-simmons [image] (accessed on:14 Jan 2019) Gymshark, 2019 (online) Kayne Lawton. Available at: https://www.gymshark.com/blogs/ athletes/kayne-lawton [image] (accessed on:14 Jan 2019) Gymshark, 2019 (online) Robin Gallant. Available at: https://www.gymshark.com/blogs/ athletes/robin-gallant [image] (accessed on:14 Jan 2019) Gymshark, 2019 (online) Steve Cook. Available at: https://www.gymshark.com/blogs/athletes/ steve-cook[image] (accessed on:14 Jan 2019) Gymshark, 2019 (online) Nikki Blackketter. Available at: https://www.gymshark.com/blogs/ athletes/nikki-blackketter [image] (accessed on:14 Jan 2019) Gymshark, 2019 (online) David Laid. Available at: https://www.gymshark.com/blogs/athletes/ david-laid [image] (accessed on:14 Jan 2019)

Gymshark, 2019 (online) Male slounge wear string vest. Available at: https://uk.gymshark. com/collections/stringers/products/gymshark-ion-stringer-aegean-blue [image] (accessed on: 19 Jan 2019) Gymshark, 2019 (online) Male slounge wear. Available at: https://uk.gymshark.com/collections/hoodies-jackets/products/gymshark-legacy-debossed-pullover-black [image] (accessed on: 21 Jan 2019) Gymshark, 2019 (online) Gymshark slounge legging. Available at: https://uk.gymshark.com/ collections/vital-seamless/products/gymsharkvital-seamless-leggings-dusky-pink-marl www. gymshark.com [image] (accessed on:16 Jan 2019) Gymshark, 2019 (online) Gymshark slounge legging. Available at: https://uk.gymshark.com/ products/gymshark-vital-seamless-leggings-indigo-marl [image] (accessed on:16 Jan 2019)

Gymshark, 2019 (online) Gymshark slounge legging. Available at: https://uk.gymshark.com/products/gymshark-vital-seamless-leggings-steelblue-marl [image] (accessed on:16 Jan 2019)

Gymshark, 2019 (online) Gymshark slounge legging. Available at:https://uk.gymshark.com/ products/gymshark-vital-seamless-leggings-indigo-marl [image] (accessed on:16 Jan 2019)

Gymshark, 2019 (online) Gymshark swimwear. Available at: https://uk.gymshark.com/products/ gymshark-charge-sports-bikini-bottoms-deepplum [image] (accessed on: 14 Jan 2019)

Gymshark, 2019 (online) Gymshark flex top. Available at: https://uk.gymshark.com/collections/fleur/products/gymshark-fleur-texture-longsleeve-crop-blush [image] (accessed on: 05 Jan 2019) Gymshark, 2019 (online) Gymshark HQ. Available at: https://www.officelovin. com/2018/06/19/a-tour-of-gymsharks-newhq/ [image] (accessed on:18 Jan 2019)

AppearHere, 2019 (online) Shoreditch event space. Available at:https://www.appearhere. co.uk/spaces/the-yard-shoreditch-eventspace [image] (accessed on: 20 Jan 2019)

AppearHere, 2019 (online) Shoreditch event space. Available at:https://www.appearhere. co.uk/spaces/the-yard-shoreditch-eventspace [image] (accessed on: 20 Jan 2019) AppearHere, 2019 (online) Shoreditch event space. Available at:https://www.appearhere. co.uk/spaces/the-yard-shoreditch-eventspace [image] (accessed on: 20 Jan 2019)

Gymshark, 2019 (online) Gymshark HQ. Available at: https://www.officelovin.com/2018/06/19/atour-of-gymsharks-new-hq/ [image] (accessed on:18 Jan 2019)

Gymshark, 2019 (online) Gymshark purple camo legging. Available at: https://uk.gymshark.com/ products/gymshark-camo-seamless-sports-bralavender-grey [image] (accessed on: 09 Jan 2019)

Gymshark, 2019 (online) Gymshark HQ. Available at: https://www.officelovin.com/2018/06/19/atour-of-gymsharks-new-hq/ [image] (accessed on:18 Jan 2019)

Gymshark, 2019 (online) Male slounge wear. Available at: https://uk.gymshark.com/collections/shorts/products/gymshark-superior-training-shorts-sapphire-blue [image] (accessed on: 09 Jan 2019)

Gymshark, 2019 (online) Gymshark flex top. Available at: https://uk.gymshark.com/collections/fleur/products/gymshark-fleur-texture-longsleeve-crop-blush [image] (accessed on: 05 Jan 2019)

Gymshark, 2019 (online) Male gymshark vest. Available at: https://uk.gymshark.com/collections/tanks/products/gymshark-jacquard-backtank-charcoal-marl [image] (accessed on: 09 Jan 2019) Gymshark, 2019 (online) Male slounge wear trousers. Available at: https://uk.gymshark.com/ collections/bottoms/products/gymshark-adaptbottoms-sapphire-blue-marl [image] (accessed on: 09 Jan 2019)

appendix -survey

4 2

finances