360 Campaign by oliviaeggington07

OLIVIA EGGINGTON 1908042 AD6605 CONCEPT DIRECTION AND DEVELOPMENT 360 CAMPAIGN WORD COUNT: 3,432 2

CONTENTS PAGES 4-5 : INTRODUCTION PAGES 6-7 : MARKET LEVEL PAGES 8-11 : CASE STUDY: GYMSHARK PAGES 12-19 : GENERATION ALPHA PAGES 20-27 : SUSTAINABILITY PAGES 28-29 : NIKE PAGES 30-51 : CAMPAIGN OVERVIEW AND INFLUENCES PAGES 52-55 : CONCLUSION PAGES 56-58 : REFERENCES

This book focuses on the strategy for my 360-campaign based on my findings of my ‘brand me’. After reflecting on my ‘brand me’, I decided to carry forward my interest in the athleisure market and values on wellness and sustainability. These were the topics that I had the most interest in and are currently big talking points for the fashion industry. The athleisure market is within the lifestyle market level. This is the market my brand concept sits within for my ‘brand me’. This is because I am drawn to brands with strong values, that seek to inspire and understand the values of their consumer. Therefore, I have decided to create a campaign proposal centered around the well-established fitness brand Gymshark. My study will focus on finding a gap within the Gymshark brand. This will demonstrate my attribute to think ahead and evaluate. This essay will encompass all the thorough research to support my campaign. It will address why I have chosen this market level, a case study on Gymshark and the role of Generation Alpha as the future consumer. I will also discuss strategies that Gymshark’s competitors are using. I will also discuss and evaluate individuals that have inspired and influenced my campaign proposal.

FIGURE 1: ‘INTRODUCTION’ (EGGINGTON, 2021)

WHY THE ATHLEISURE MARKET LEVEL? This project is focused on the Athleisure market level because it is a buoyant and expanding market, including throughout the pandemic where other sectors were struggling. It is the market I am interested in working within in the future and therefore wanted to explore further. ‘The athleisure sector has grown 42% in the last seven years, and by 2026, it is expected to reach a value of over £190 billion’ (Gosselin, 2020). Athleisure wear fills a gap in the market: combining style and comfort which people are increasingly desiring. Gosselin says, “I am often asked if the athleisure trend is going to fade away, and the answer is no: When you have comfort and function combined with fashion it’s difficult to go back to anything else on a regular basis” (Gosselin, 2020). We have seen a growth in this market because of health and wellness trends leading to an increasing number of people wanting to maintain a healthy lifestyle. This has been exemplified by lockdown restrictions and people spending more time outdoors, prioritising self-care and seeking freedom. Research shows ‘79 per cent of people would rather feel healthy than wealthy’ (Vogue Business, 2021). Sustainability is among one of the prime drivers for the Athleisure market. ‘While male sustainable activewear increased the most (65%), the amount of sustainable women’s sportswear available also grew by 45%’ (Djordevic, 2021). Therefore, it was vital that sustainability was part of my campaign to meet evolving consumer demands. It also links with wellness as we cannot focus on our wellness if we are ignoring that of the planet we live on. Surrounding ourselves in a positive, green environment is proven to have a positive ‘knock on effect on our health’ (Does sustainable living improve wellbeing, 2017). Living a healthy lifestyle has a positive impact on the environment, and the world. 6

FIGURE 2: ‘ATHLEISURE’ (EGGINGTON, 2021)

GYMSHARK Gymshark is a leading brand in the Athleisure market as it offers stylish gym wear at an affordable price. The United Kingdom based brand, was founded in 2012 by gym enthusiast Ben Francis. Gymshark are a forward-thinking brand, which is one reason that they are so successful. This is also one reason I chose to focus on them, as my brand proposal focuses on being one step ahead which their brand wants to be. The brand was named ‘the fastest-growing business in the UK’ by the Sunday Times Fast Track in 2016, and last year won a £200m investment’ (Drapers, 2021). Since then, the brand has been rising in popularity and they are now an extraordinarily successful global brand being valued at £1.3 billion in 2020 (Cook, 2020). One reason for the remarkable success of the brand is its marketing strategy. They are more than just a fitness apparel brand; they focus on creating a community for their customers which is promoted through their social media. Their Instagram currently has over 5.5 million followers, mainly because of their marketing technique and the use of influencers. Though they are clearly a thriving business, there are some gaps in their brand. I will now create proposals around how these gaps may be closed.

FIGURE 3: GYMSHARK MOODBOARD

GYMSHARK: TARGET DEMOGRAPHIC Gymshark’s target audience is gym enthusiasts, primarily in the Generation Z and Millennial demographic (18-35) (Green, 2021). As a result, one aspect of my campaign focuses on how Gymshark can start targeting Generation Alpha in the same way that some of their competitors are. Generation Alpha, a demographic born between 2010 and 2024, are a vital group for brands to consider regarding their current and future marketing strategy. They are different to any other generation. They are the first generation to be born in the 21st century making them tech savvy ‘digital natives’. They have never known a world without the worldwide web or social media so are going to have a significant impact on the digital industry and how it operates in the future.

FIGURE 4: GYMSHARK 11

A TIME FOR A NEW GENERATION

FIGURE 7: A NEW GENERATION (EGGINGTON, 2021)

GENERATION ALPHA Though the eldest of Generation Alpha are only 11, they are already a highly influential generation and therefore the reason I chose them as the target consumer for my campaign. Research shows that of those surveyed, ‘80% of parents said that their child/ren have influenced their actions and consumption decisions, making them more environmentally aware’ (Mccrindle, 2021). Not only will they have a significant impact on the industry in the future, as they will be entering the workforce and have a disposable income, but they are also highly influential now with regards to their parents' spending. It is vital for brands to understand how to target this consumer to stay relevant. ‘Brands championing diversity and social issues while embracing widespread change will flourish and brands that don’t evolve will be left behind’ (Patel, 2021). Another reason I chose to target this consumer is because they are predicted to have a substantial impact on the sporting industry; therefore, athleisure brands need to understand how to market to this consumer. ‘Traditional sports are becoming less popular and youth participation rates in many traditional sports such as football and golf are steadily declining’ (Mons, 2020). This should lead to a rise in less timeconstricted health and fitness activities such as workouts. Generation Alpha are also growing up at the forefront of the ‘health and wellness trend.’ They are being raised with primarily millennial parents, who are ‘the most actively health conscious and wellbeing focused generation yet’ (How Generation Alpha will shape wellbeing, 2018). Subsequently, Alphas are predicted to desire a healthy lifestyle, like their parents, meaning they will focus on protecting their environment and wellbeing. As my brand campaign focuses on wellness and conscious consumerism this change making generation are the perfect consumers to aim my campaign at.

FIGURE 8: GENERATION ALPHA (EGGINGTON, 2021)

‘By 2025, this group will reach a worldwide population of more than two billion’, meaning they are going to be a demographic and one that cannot be ignored’ (Patel, 2021).

FIGURE 9: A GENERATION THAT CANNOT BE IGNORED (EGGINGTON, 2021)

SUSTAINABILITY Another aspect of my brand proposal is sustainability. As the welfare of our planet is a value of mine, I wanted it to be an aspect of my campaign. Sustainability is also a topic that is currently at the forefront of the fashion industry, particularly the Athleisure one. The industry is in a climate of crisis with rising concerns about the impact it is having on the planet. This is primarily because of the fast-fashion industry which is highly damaging to the environment as it is a model based around profits rather than ethics and quality. ‘The cost is low to the purchaser, but the cost is extremely high to the environment and the planet’ (Malzahn, 2021). The fashion industry is using non-environmentally friendly production methods causing excessive usage of water and excessive consumption of clothing. According to research, ‘nearly half of the clothes in the average United Kingdom person’s wardrobe are never worn, primarily because they no longer fit or have gone out of style’ (Ro, 2020). There is a lot of responsibility on brands to act as scientists warn Climate Change could be irreversible by 2030. With rising pressures, this is not something that brands can ignore if they want to evolve.

FIGURE 10: SUSTAINABILITY (EGGINGTON, 2021) 19

FIGURE 5: SOLUTION (EGGINGTON, 2021)

FIGURE 6: HOME ON FIRE (EGGINGTON, 2021)

FIGURE 11: SUSTAINABILITY FACE (EGGINGTON, 2021)

Sustainability and transparency are values of Gymshark. They have been striving to and making improvements, in recent years, to decrease their carbon footprint. They have achieved success in aspects such as making animal friendly collections and using recyclable packaging. However, they are only ‘at the beginning of their sustainability journey’ and still have progresses that they wish to make which demonstrates the relevance of this campaign (Gymshark, 2020). This includes the materials they use in the designs as they have been rated ‘Not Good Enough’ for the planet (Wolfe, 2020). Most materials they are using in their garments are seen as ‘not eco-friendly' such as nylon and elastane and according to ‘good on you,’ there is no evidence it minimises textile waste (Wolfe, 2020). This is not only a problem for Gymshark but many other activewear brands as the market is highly reliant on non-friendly materials such as nylon and polyester which make garments that are perfect to sweat in. My campaign focuses on Gymshark using innovative, eco-friendly materials and exploring the use of more recycled materials. There is a growing consciousness of consumers, particularly Generation Alpha, wanting environmentally friendly fashion. Generation Alpha are characterised by their strong values and opinions on social, environmental and cultural issues. They are already a pivotal voice in leading change as they are seen as the ‘young activist generation.’ Sustainability is key to this generation. They have strong values on climate change and protecting the planet and ‘95% are already climate crusaders’ (Generation Alpha, 2021). ‘One in five Generation Alpha children in the United Kingdom have already attended some sort of march or protest- climate change and Brexit being the primary candidates’ (Generation Alpha, 2020). Therefore, as I am targeting this project at Generation Alpha, sustainability had to be an integral part of the brand. Generation Alpha will buy from brands who are working towards protecting the environment, so this is something Gymshark needs to consider when appealing to this consumer. Though I did some research into Generation Z I decided against this generation because they demonstrate inconsistencies in their attitudes. Though they are advocates for climate change and wanting to buy into more slow fashion models they are still buying into fast fashion. Generation Alpha are witnessing all the destruction that is happening by growing up during a global pandemic and a world with a climate crisis. Therefore, they have a deeper connection with the planet are already taking action to safeguard it.

MORE THAN 1 MILLION SPECIES CLIMATE CHANGE, AND IT’S DETRI-

ARE AT RISK OF EXTINCITON BY MENTAL TO HUMAN LIFE TOO.

(EARTH DAY, 2021)

FIGURE 12: EARTH FIRST (EGGINGTON, 2021)

FIGURE 13: SAVE THE PLANET (EGGINGTON, 2021)

NIKE Nike is one of the world's leading athleisure brands and a significant competitor for the market share of Gymshark. Nike has always focused on listening to their consumers and keeping up with changing consumer demands. They have recently launched a footwear subscription service that is primarily targeted at Generation Alpha. They believe now is the perfect time to start engaging this consumer. Gymshark needs to keep up with their competitors. ‘The service comes with adventure guides, filled with outdoor activities for kids to do with their parents’ (Carter, 2020). Nike have decided to launch this campaign as research shows ‘active kids have the ability to be more successful in life and only one in five kids today get the physical activity they need to be successful.’ (Nike, 2021). Therefore, it is important for athleisure brands to find new, creative ways to raise awareness on the importance of physical activity and encourage Generation Alpha to engage with it which supports my campaign. Nike also has strong values on sustainability and filters this into their designs. ‘We feel the responsibility to protect our kids’ future playground’ (Nike, 2021). To help engage with these ‘digital natives’ they have also created ‘Nikeland,’ a new interactive space which reflects the athletic markets collaboration with the metaverse and more sustainable practices. This demonstrates that Nike is using metaverse and digital developments to act as a solution to sustainability problems and engage Generation Alpha. Considering this my campaign focuses on what Gymshark can do differently to stand out whilst also engaging Alpha and focusing on more sustainable methods.

FIGURE 14: NIKE MOODBOARD

MY 360 CAMPAIGN OVERVIEW

FIGURE 15: CAMPAIGN OVERVIEW (EGGINGTON, 2021)

MY CAMPAIGN For my 360 campaign, I will create a sub brand for Gymshark that fills a gap in their current brand strategy by focusing on targeting Generation Alpha and using more eco-friendly materials. ‘A sub brand is something that has mission, purpose, and values, while fitting under a brand that has its own missions, purpose and values’ (Sub brands, 2016). I have chosen to create a sub brand as it is an opportunity for Gymshark to target a new audience: Generation Alpha. The sub brand will not be marketed as ‘sustainable’ as it is a word that is overused and is losing its meaning in this context. It is not a word that will engage Generation Alpha in the long term. The sub brand will have new values and characteristics: conscious consumerism and the promotion of longevity. It would offer Gymshark a new beginning and the opportunity to create a name for themselves in the slow fashion industry. My campaign will explore how Gymshark can use more eco-friendly materials in their garments such as recycled polyamide, made from waste for example old fishing nets, which is a material perfect for sportswear (Recycled Polyamide, 2021). Other more eco-friendly options include organic cotton and bamboo. My campaign also considers how Gymshark can encourage longevity for their clothing through upcycling and encouraging a ‘bring back’ scheme where gymshark would upcycle unwanted clothing into new and exclusive garments. To align with Alpha’s propensity to protest, I have experimented with how Gymshark may use slogans on their designs to add durability. Using slogans and tag lines is a preferable way to make your brand memorable and engage the shorter attention span of Generation Alpha. The slogans would resonate with this Generation by using slogans such as ‘stop denying the Earth is dying’ as a way of portraying their messages and views through the clothing they wear, thus keeping their continually promoting their agenda and demonstrating support for it. An influence for this concept has been Katherine Hamnett.

FIGURE 16: FUTURE STYLING (EGGINGTON, 2021)

STYLING DEVELOPMENTS. HOW WILL GENERATION ALPHA WEAR CLOTHES DIFFERENTLY?

FIGURE 17: STYLING DEVELOPMENTS (EGGINGTON, 2021)

Katherine Hamnett developed, the now extremely popular, slogan t-shirts in the 1980’s and used them as a way of sharing her messages. She is a pioneer for sustainable fashion and was one of the first designers to adopt, a more sustainable approach to fashion by using organic cotton in her designs. “I am committed to changing the industry only making clothes ethically and as environmentally as possible, preserving traditional skills” (Katherine Hamnett, 2021). She has used slogans such as ‘No more fashion victims,’ ‘Don’t eat meat’ and ‘Climate action now.’ Therefore, I want to communicate my brand message through political slogans on t shirts made from ecofriendly materials. This is a preferable way to engage the shorter attention span of generation alpha and connect with their values and activism. Slogans are also an effective way to add humour and personality into my campaign.

FIGURE 18: KATHERINE HAMNETT MOODBOARD

EXPERIMENTING WITH SLOGAN T-SHIRTS

FIGURE 19: SLOGAN TEES (EGGINGTON, 2021)

FIGURE 20: SLOGAN TEES (EGGINGTON, 2021)

I want my campaign to be a communication of protest. This is because Generation Alpha are going to have to be change makers and are already using protesting and marches as a way of making their voice heard as they cannot yet vote. Creating a protest is also an inclusive, unique way to gain attention and create awareness on my band concept, one that Gymshark has not used before. Another influence for my campaign is Vivienne Westwood. Westwood is a fashion designer who has been a leading voice in climate change and sustainable fashion for many years. She uses fashion to campaign her message of protecting mother earth. She transformed her SS16 catwalk stage into a protest with models wearing tees emblazoned with slogans such as ‘climate revolution’ and ‘buy less’. She is encouraging consumers to keep their garments for longer and adopt a slower fashion consumer model. Her company is run in highly sustainably manner, avoiding the use of materials that are difficult to recycle, shunning the use of plastics and using recycled materials instead of polyester and acrylic. Sustainable leather holds a central part in so many of her creations (Vivienne Westwood Sustainability initiative, 2020). Westwood has also created some engaging and inspiring video campaigns which is another reason she has been influential in my campaign design.

FIGURE 21: VIVIENNE WESTWOOD MOODBOARD (EGGINGTON, 2021)

FIGURE 22: GRAFFITI (EGGINGTON, 2021)

FIGURE 23: BILLBOARD (EGGINGTON, 2021)

FIGURE 24: GOVERNMENT ACTION (EGGINGTON, 2021)

FIGURE 25: BUS BILLBOARD(EGGINGTON, 2021)

CAMPAIGN PLANNING For my campaign, I am going to undertake a location and indoor photoshoot. The outdoor photoshoot will reflect my love of the outdoors and demonstrate why it needs to be protected. This will also be an integral part of my campaign. I intend to use a variety of models for my campaign from a variety of cultures and identities. This will demonstrate that my campaign understands Generation Alpha’s values on inclusivity being the most diverse generation yet (Understanding Generation Alpha, 2021). To use the models best suited for my campaign I will organise a street cast. The shots will feature a variety of slogan t-shirts, political signs and billboards to portray my message similarly to Katherine Hamnett and Vivienne Westwood. I also want to gather ‘behind the scenes’ footage to create a short trailer. This will reflect the protest aspect of my campaign. This is an effective way to form a connection with people by allowing them to gain a deeper understanding of the methods and work involved in producing my campaign whilst adding authenticity. The final outcomes for my campaign will include a photoshoot, look book, campaign books and a behind the scenes trailer.

FIGURE 26: CLIMATE IN CRISIS (EGGINGTON, 2021)

January – February Within this period, I am going to interrogate my project further. I will make sure that I have fully supported my project with thorough research and evidence. I will then start experimenting my ideas considering possible styling ideas and locations.

February – March I will use this time to contact collaborators. For the project, I will be taking the role of Researcher and Creative Director as I think these roles would best suit my skill set and interests. Therefore, I will need to contact a photographer, designer/stylist and music producer to collaborate with.

March- April Within this period, I am going to shoot my campaign. I will allocate appropriate time to collect my content and be fully prepared to anticipate issues such as inclement weather. With current circumstances, I will also ensure that by this point I have a plan B on how I am going to create my content incase Covid restrictions at that time stop my original plan.

April – May This is the period I will give myself to make any final edits. I will get all the relevant content collated and printed ready for the exhibition and consider how my section of the exhibition will be presented and demonstrated.

CONCLUSION To conclude, I am excited about creating my 360 campaign as part of my Brand Management module. I have really enjoyed the journey, particularly the research aspect. I am pleased with the campaign strategy I have created as it is complimentary to my skills and interests. I have been able to find a gap in Gymshark’s current brand strategy: targeting Generation Alpha and helping them to take the next steps in their sustainability journey. I am excited to interrogate this further and visually communicate my campaign and ideas. I will promote my campaign through social media. This is to align with Generation Alpha being digital natives and not knowing a world without social media. For younger generations social media is one of the most widely used communication platforms and is a highly effective way to create an awareness of and publicise my campaign. I will use a considerable amount of video content to market my brand campaign as it the ‘future of content marketing’ (Sharma, 2020). This is particularly relevant with Generation Alpha as the content ‘most likely to influence Gen Alpha’s to want to buy something is online video’ (Cox, 2019).

FIGURE 26: CONCLUSION (EGGINGTON, 2021)

‘SOME DAY OUR CHILDREN AND OUR CHILDREN’S CHILDREN DO ALL THAT WE COULD WHEN WE HAD THE CHANCE TO SAFER AND MORE STABLE WORLD.

WILL LOOK US IN THE EYE, AND THEY WILL ASK US, DID WE DEAL WITH THIS PROBLEM AND LEAVE THEM A CLEANER, I WANT TO BE ABLE TO SAY YES’....

(OBAMA, 2013)

SCAN ME

ARTEFACT Having a strong digital presence is pivotal for this industry. To further support this I am creating a website to display and highlight my digital profile. I chose to create a website as it is the best way to maintain a large amount of information and content. It is in one secure place that can be easily updated and amended. Websites are also easy to share and I will design in a way that is easy to navigate. I have incorporated my strongest and favourite pieces of work to add to my digital portfolio this includes my Brand Me, 360 campaign and Trend Forecasting work. The intention is to include a variety of work examples that reflect my varied skill set.

INSTAGRAM: OLIVIAEGGINGTONFMC

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IMAGE REFERENCES FIGURE 3: Sports Bras. [Online Image]. (2021). Gymshark. https://uk.gymshark.com/collections/sportsbras/womens Gymshark. [Online Image]. (2021). Instagram. https://www.instagram.com/p/CWGYPAOom1O Gymshark. [Online Image]. (2021). Instagram. https://www.instagram.com/gymshark/ Gymshark was started by a 19-year-old. [Online Image]. (2021). Business Insider. https://www. insider.com/guides/style/gymshark-workout-gear-clothes-leggings-review-2018-11 FIGURE 4: Gymshark. [Online Image]. (2021). Instagram. https://www.instagram.com/gymshark/ FIGURE 14: Kids. [Online Image]. (2021). Nike. https://www.nike.com/my/kids Nike Dri-Fit Tempo. [Online Image]. Nike. https://www.nike.com/id/t/dri-fit-tempo-older-runningshorts-xEYmjk FIGURE 18: K, Hamnett. [Online Image]. (1981). Show Studio. https://www.showstudio.com/contributors/ katharine-hamnett K, Hamnett. [Online Image]. Unknown. THE Wardrobe Crisis. https://thewardrobecrisis.com/ podcast/2019/5/30/podcast-84-katharine-hamnett-rebel-fashion-force No more fashion victims. (2018). 24 Bottles. https://www.24bottles.com/no-more-fashion-victims-24bottles-x-katharine-hamnett/ K, Hamnett. [Online Image]. (1984). Wallpaper. https://www.wallpaper.com/fashion/t-shirt-cult-culture-subversion-exhibition-fashion-textiles-museum FIGURE 21: V, Westwood. [Online Image]. Unknown. The Style Examiner. https://thestyleexaminer. com/2013/02/vivienne-westwood-launches-climate.html V, Westwood/ [Online Image]. (2018). Vogue. https://www.vogue.co.uk/gallery/vivienne-westwood-spring-summer-2019