Book 5/7 Raesponsible Brand Collaboration Book by oliviaeggington07

GYMSHARK X CHRISTOPHER RABEURN

OLIVIA EGGINGTON 1908042 4

BOOK OVERVIEW This campaign book explains the concept of the marketing strategy for my final major project. It focuses on the development and research behind my brand collaboration proposal between Gymshark and Christopher Raeburn. I have completed thorough research into both brands and explained why this brand collaboration is relevant. It also includes the target consumer, collaboration branding and marketing methods.

CONTENTS PAGES 8-9: COLLABORATION OVERVIEW PAGES 10-17: MARKET LEVEL PAGES 18-19: GYMSHARK OVERVIEW PAGES 20-21: GYMSHARK SWOT ANALYSIS PAGES 22-25: GYMSHARK CONSUMER PAGES 26-29: GYMSHARK COMPETITORS PAGES 30-31: THE FUTURE ATHLEISURE MARKET PAGES 32-35: GYMSHARK: A CALL TO ACTION PAGES 36-39: COLLABORATION OBJECTIVES PAGES 40-41: CHRISTOPHER RAEBURN

PAGES 42-43: CHRISTOPHER RAEBURN CONSUMER PAGES 44-47: BRAND COLLABORATION CONSUMER PAGES 48-53: UPCYCLING PAGES 54-55: GENDERLESS FASHION PAGES 56-57: BRANDING PAGES 58-59: PACKAGING PAGES 60-65: THE FOUR P’S PAGES 66-69: CONCLUSION PAGES 70-73: REFERENCES PAGES 74-79: APPENDIX

COLLABORATION OVERVIEW My project proposes that Gymshark adopts a new and more responsible approach to remain relevant, competitive and sector leading in the athleisure market. It identifies a marketing strategy for this concept and proposes a brand collaboration with Christopher Raeburn, who is challenging the industry by creating upcycled designs. My campaign proposal is to use Gymshark’s deadstock clothing to create a limited edition upcycled collection. It will offer a new focus for the athleisure market, which is currently overproducing stock and overreliant on the use of non-ecofriendly materials. Sustaining current practice, which is proven to be having a detrimental impact on the environment, would not only be damaging to the planet but also highly incompatible with the new consumers of Generation Z onwards. The core message is the focus on authentic and responsible marketing methods moving away from the issues that are associated with the overuse of the term and definition of sustainability.

MA RKE T L E V E L

In recent years, the athleisure market has achieved sustained growth, even through the global pandemic (Appendix 2). It blurs the lines between fashion and functional designs. Within recent years, we have seen a shift in consumer behaviour, with people now wearing athleisure pieces beyond the gym, for example at social gatherings, because of the comfort and practicality that these designs offer. We have seen a rise in people prioritising comfort for multiple reasons including a rise in the number of people working remotely due to the global pandemic. There has also been a rise of digital clothing and avatars, leading to people using their digital profiles to experiment with fashion and expressing their identity. Research shows, ‘the global athleisure market is expected to reach nearly £547 billion by 2024’ (Bringe, 2021). Therefore, it is a key market level to focus on as it aims to meet the evolving needs and demands of the consumer.

ATHLEISURE There are many factors supporting the growth of the athleisure market. This includes factors such as a growing awareness regarding the importance of a healthy lifestyle, the global pandemic and the trending wellness movement (440 Industries, 2022). Wellness has become an integral part of today’s society, particularly youths, as consumers are more educated on the value and importance of strong physical and mental health. For example, we have seen a shift in the mindset of gym goers.

There is a lot more emphasis and awareness on people going to the gym because of the mental and cardiovascular benefits. This is supported with the rise of advancements in educational technology such as fitness/ health watches produced by Fitbit and Apple which are raising awareness and driving a change of consumer mindset. Wellness has now become an integral part of society and is a lifestyle priority. ‘Wellness is currently a £1.5 trillion market globally and is growing 5-10% each year’ (Wellness 2030, 2021).

‘Roughly £140 million worth (350,000 tones) of clothing goes to landfill in the UK every year and your gym clothes, commonly made from polyester or lycra, can take hundreds of years to biodegrade. In a landfill, the decomposing clothes release methane, a harmful greenhouse gas’ (Chrismas, 2021).

When conducting thorough research, I identified a gap in the current athleisure market level. This research has been the key factor in driving the concept behind my brand collaboration. It is a market level that focuses heavily on encouraging positive health awareness and welfare. Athleisure brands are focusing on creating positive health messages through their socials and campaigns to highlight the many benefits exercise and moving your body has. However, another key and current question that needs to be considered is “how can you be happy surrounded by a dying planet?”

OV E R P R O DUCTION There is currently a lot of exposure relating to the detrimental impact that the fastfashion industry is having on the planet. At present this focus is not as intense on the athleisure industry, even though it is adopting a similar model. Fast fashion brands are also able to imitate athleisure designs at a more affordable price, but lower quality, which exemplifies the impact that sportswear clothing is having on the planet. From a primary survey completed by Gymshark consumers, ‘75.4% said that they were concerned about the social, environmental and ethical impact the fashion industry is having on the planet.’ Therefore, my brand collaboration is a call to action for athleisure brands. It proposes a way for the athleisure market to start taking responsibility and overcoming these issues. I have used Gymshark and Christopher Raeburn as brands to implement and drive my concept.

Athleisure is a market that relies heavily on the use of non-sustainable materials such as polyester and elastane. ‘Made from Plastic, Polyester is the most widely used of all fabrics in Athleisure wear’ (The Top 5, 2018). It is also a market that is engaging in overproduction. It is neglecting the impact it is having on the welfare of the planet as a lot of athleisure clothing and deadstock end up in landfill after use. This is because consumers cannot decompose their clothing responsibly and the wearing of secondhand athleisure clothing is not widely accepted within society for reasons of personal hygiene. From my research, I have also found there is only a limited number of athleisure brands engaging in upcycling or using rental models.

GYM S HARK Gymshark is an extraordinarily successful, leading athleisure brand based in the United Kingdom. It was founded by gym-enthusiast Ben Francis in 2012 who identified a gap in the athleisure market (Lu, 2019). This was the lack of affordable, functional and stylish gym wear for young gym goers. The brand has been evolving since its inception and is one of the ‘fastest growing and most recognisable fitness brands’ (Gymshark, 2020). Gymshark’s annual turnover was ‘£40,520 in 2017 and £260,674 in 2020’ (Appendix 2). This is because Gymshark understands the needs and wants of current consumers and is thriving under the wellness movement.

Gymshark was named ‘the fastestgrowing business in the UK’ by the Sunday Times Fast Track in 2016, and in 2020 received an investment of £200 million’ (Drapers, 2021). One reason for the remarkable success of the brand is the use of influencers within its marketing strategy. Gymshark have focused on creating a community for their customers. This is promoted through their social media, particularly Instagram, which currently has over 5.7 million followers. They have also announced they will be opening their first physical store in London, which is a significant step for the brand.

SWOT ANALYSIS To develop a greater understanding of the brand it is important to create a SWOT (strengths, weaknesses, opportunities, threats) analysis of the brand. This will allow an overview that highlights areas for future strategic development. A SWOT analysis is integral for a business to understand its current position and where it needs to position itself in the future. I have created this SWOT analysis by reflecting on all the research I have collected. This SWOT analysis was used to determine the direction of my project.

STRENGTHS

WEAKNESSES

• Leading brand within the UK athleisure market.

• Use of unsustainable/ non eco-friendly fabrics and materials.

• Digital Marketing - one of the first activewear brands to implement influencer marketing successfully.

• Too slow taking the next steps on their sustainability journey.

• Highly competitive industry competing • Create strong brand awareness on social against major, thriving athleisure brands media, particularly Instagram and YouTube. such as Nike and Adidas which are focusing on a broader market. • Grown at an extraordinarily fast rate. Profits are growing every year, even • Heavily online based - gives people a lack of experience and ability to feel and through a global pandemic. see the garments before purchasing. • Strong brand narrative and identification • Consumers who are social media users of target consumer. may struggle to find the brand, making it • Expanding the brand by opening their first harder to attract new customers. physical store in London.

OPPORTUNITIES

THREATS

• Expand their target audience. Consider engaging Generation Alpha.

• Rise in popularity of sportswear / athleisure brands causing more competition.

• Digital fashion - consider how the shopping experience can expand into the metaverse. • Increase their diversity and inclusivity by making their collections genderless. • Become a more sustainability focused brand. • Use more eco-friendly, sweatproof material innovations. • The creation of a fitness / shopping app.

• Fast fashion brands can copy designs at a more affordable price e.g. Shein. • Competitors such as Nike and Lululemon are thriving. Gymshark need to stay one step ahead. • Rise of more conscious consumers who will not shop at brands with limited sustainability efforts. • Niche marketing methods - heavily reliant on social media marketing.

• More varied marketing such as TV campaigns to increase brand awareness. • Conduct brand collaborations.

G Y M S HARK TARGET CONSUMER Gymshark are a brand who clearly understand the needs and wants of their target consumer. This has been demonstrated through their retail success over recent years. When founded, they solely focused on engaging a highly niche community of gym enthusiasts. This was usually male consumers who were interested in the gym, weightlifting and bodybuilding. They now primarily focus on targeting ‘consumers within the Generation Z/ Millennial demographic’ (18-35) (Green, 2021). However, the consumer they are now targeting has become more inclusive as the brand and market level has evolved. They now target a less niche market focusing on consumers who seek functional, comfortable and fashionable athleisure wear at a suitable price. This is supported by a graph by Bloomberg showing, in 2020 Gymshark’s new customer count was up 150% compared to 2018 (Appendix 2).

These are consumers who usually enjoy going to the gym, working out or are athletes. They have now adopted a focus on engaging all genders, abilities and diversities. Interestingly, according to The Economist, ‘about two-thirds of Gymshark’s sales in 2020 were to women’, who experts say are bigger spenders and more likely to buy based on social media’s influence (Dupere, 2022). This would suggest that there has been an increase in women attending the gym and working out in recent years, therefore broadening Gymshark’s audience. It demonstrates that their target consumer has evolved, extended and become more inclusive, which is positive. They have adopted a strong focus on engaging consumers who connect via social media. They have been successful in engaging people through social media, particularly Instagram, because of their focus on social media marketing.

GYMSHARK CONSUMER PROFILES: Below are examples of Gymshark consumer profiles. These are important as they allow a greater understanding of the type of consumer who will be the focus of my marketing strategy and brand collaboration. These profiles have been created as a result of my research. These exemplify the typical Gymshark consumer.

CONSUMER PROFILE MALE: DEMOGRAPHIC: Dan, Male, 23, English, White British OCCUPATION: Social Media Manager INCOME: £30,000 INTERESTS: Keeping healthy, Going to the Gym, Socialising, Football HOBBIES: Enjoys using social media, particularly Instagram and Twitter, enjoys keeping up with latest fitness trends, follows a lot of fitness influencers. Plays football for the local football club. 24

CONSUMER PROFILE FEMALE: DEMOGRAPHIC: Lily, Female, 21, South Asian OCCUPATION: Student INTERESTS: Going to the Gym, Socialising, Vegan, Fashion, Music HOBBIES: Enjoys using social media, particularly Instagram and Tik Tok, enjoys keeping up with latest fitness and fashion trends, follows a lot of fitness influencer, uses social media as an educational platform. Member of the local running club. Hard-working and enjoys studying.

GY M S H A RK COM P E T I T O RS

With the growth of the athleisure market, Gymshark has many competitors to consider. This includes well-established brands such as Nike and Adidas. It is interesting and surprising to see that Nike is the world's most valuable apparel (based on brand value and market capitalisation) (Appendix 2). It is twice the value of Gucci, which is its nearest competitor. This supports the growth and increase in popularity of the athleisure market. Reflecting on this evidence, another driving factor may be the more affordable price of Nike compared to Gucci. We have seen an increase in inflation and the cost of living which may be another factor influencing the rise of the athleisure market. Consumers are having to prioritise their spending and may find the price point of luxury brands too high. As Nike and Adidas are thriving, it is important to consider what marketing strategies these successful competitors are using. 26

Both Nike and Adidas brands are reviewing and evaluating their next steps into the digital world by entering the Metaverse. ‘The Metaverse can be defined as a simulated digital environment that uses augmented reality (AR), virtual reality (VR), and blockchain, along with concepts from social media, to create spaces for rich user interaction mimicking the real world’ (Metaverse meaning, 2022). Nike has teamed up with Roblox to create a virtual world called ‘Nikeland’ which is an online gaming platform where consumers can compete online in various mini games. Users can also enter a virtual showroom and dress their digital avatar in the latest Nike garments (Golden, 2021). Adidas have also announced they are venturing into the metaverse through creating NFT’s (a non-fungible token that represents ownership of digital items). They have revealed they will be releasing an exclusive collection in the Metaverse that features virtual garments where users can buy garments online or purchase physically (Aouf, 2021). These brands move into the metaverse also demonstrates that they understand the need to start considering how to engage Generation Alpha who are immersed in the digital world.

S U S T A I NABILITY “IF THERE IS NO PLANET THERE IS NO SPORT’ - NIKE

FIGURE 1

Both brands are also making a conscious effort to set sustainability goals for the future. This demonstrates their understanding of the views of younger consumers who will be vital future customers due to their financial status and population size. For example, Adidas have stated that ‘by 2030, they will reduce greenhouse gas emissions by 30%’ (Adidas, 2021). They are beginning to use initiatives such as pop-up shops that offer repairs and vintage pieces to reduce the impact they are having on the environment. However, we need to see initiatives like these happening on a much bigger scale and at the core of these brands to be able to see significant and substantial change.

Brands need to gain a lot more exposure on their sustainability initiatives. Nike are also focusing on progressing their sustainability journey. They are at the start of this journey and have set future goals such as ‘aiming to reduce their greenhouse emissions by 0.5 million tons by increasing their use of environmentally friendly materials to 50 percent and using renewable electricity’ (Fraser, 2021). There are a lot of goals being set by athleisure brands, but consumers, investors and activists want to see actions being taken. Gymshark need to act now.

T H E FUTURE A T H L E I SURE MARKET The completion of a SWOT analysis, thorough research into Gymshark and analysing their consumer and competitors, has allowed me to create a new concept and innovative marketing strategy for Gymshark. It is a marketing strategy that is based on Gymshark developing their sustainability initiatives to ensure they continue to thrive, remain sector leading and relevant to contemporary consumers. However, as previously stated, as a leading athleisure brand in the United Kingdom, why should a successful brand need to consider sustainability? It was important that I considered both aspects of this argument. Therefore, I conducted research into the predicted future for the athleisure market to ensure my proposal is relevant. ‘The global sustainable athleisure market was valued at £63.26 billion in 2019 and is expected to expand at an annual growth rate of 5.0% from 2020 to 2027’ (Sustainable Athleisure, 2020).

This demonstrates that consumers are choosing to buy from athleisure brands who are considering the impact they are having on the environment and will continue to do so in the future. My campaign focuses on demonstrating to brands why this topic is so important and vital for brands to continue to thrive and grow. ‘In the past year, athletic apparel arrivals described as recycled were up 642% for men and 388% for women’ (Linchpin, 2022). This signifies consumers' increase in demand for ecofriendly sportswear, specifically focusing on clothing that has been made from eco-friendly materials. This is because, in recent years, there has been a lot more emphasis on the damaging impact the fashion industry is having on the planet. The system needs to change.

GYMS H A R K : A CALL TO A C T I O N I chose Gymshark as the brand to implement my campaign into as they are ‘at the beginning of their sustainability journey’ (Gymshark, 2020). This demonstrates that they understand the importance of implementing this strategic change. This campaign will assist them to progress on their journey. However, consumers and professionals are questioning their initiatives as they have been rated ‘not good enough for the planet’ by ‘Good On You’ because of their use of non-ecofriendly materials and no evidence to show that they are minimising their textile waste (Wofle, 2020). They have further highlighted their intent by signing up to Textiles 2030, which is the ‘most ambitious ten-year programme for clothing and textiles in the world’ (Palmer (Waste Resources Action Programme), 2021). It is a ground breaking initiative that will positively transform the fashion and textiles sector in the UK. By bringing together: governments, brands, innovators and communities to create a tangible solution to current climate concerns. (Palmer, 2021). Everyone is calling for action, brands need to take action.

I undertook primary analytical research to understand if this strategy would be something that their consumers would desire. I conducted a primary survey which I sent to Gymshark customers (Appendix 1). This allowed me to gain a primary insight into their consumers and develop a deeper understanding of their target demographic and current customers. The results clearly demonstrated that these changes are something their current consumers would like to see as ‘94.7% said they would like to see Gymshark become more sustainable.’ ‘86% also stated that they would consider paying more for clothing that was made responsibly’. This demonstrates that it would be a successful business move for Gymshark as not only would it continue to engage their current consumers, but it would also give them the opportunity to engage a new audience; conscious consumers. To stay relevant and competitive in the near future, brands need to understand evolving consumer demands. 33

C O LLABORATION IS KEY To create a responsible fashion industry, collaboration is key. I decided to propose a brand collaboration as to make substantial progress brands need to collaborate, learn and educate consumers. The process would involve a variety of individuals from the industry such as designers, creatives and educators to collaboratively come together to create a tangible solution to the fashion industry's current problems. The fashion industry cannot continue in this way. ‘It is currently the world’s second largest polluter, following the oil industry’ (Charpail, 2017). There are many benefits of brand collaborations including the opportunity to engage a new audience, increase current consumer awareness and increase market share.

Gymshark collaborating with Christopher Raeburn would allow both brands to significant awareness to consumers who are already buying into more responsible fashion. As Gymshark have never engaged in brand collaborations, this would demonstrate to them how beneficial collaboration is within the industry. The collection will focus on elevating Gymshark’s garments so they could be worn in more versatile settings and have more sentimentality and durability. ‘Prolonging the life span of a piece of clothing by just nine months reduces its waste, water and carbon footprint by 20-30%’ (Bramley, 2021).

COLLABORATION MARKETING OBJECTIVES: This brand collaboration focuses on the following key goals: Assisting/ educating Gymshark on how to undertake the next steps in their responsible fashion journey Ensure the collaboration is marketed as responsible and not sustainable due to green washing issues Allow Gymshark to engage a new audience, focusing on conscious consumers. Whilst allowing Christopher Raeburn to gain further exposure for his brand. Create a social media campaign for collaboration that is educational to their followers. Ensure that Gymshark remains competitive with leading athleisure brands Adidas and Nike.

CHRISTOPHER RAEBURN I chose Christopher Raeburn as the designer to create a brand collaboration Christopher Raeburn, a luxury sustainable streetwear designer, is a credible individual as he has created a strong brand narrative that effectively communicates conscious within the responsible fashion industry. consumerism whilst educating people on ‘He has been quietly championing ecofriendly fashion for over 10 years’ (Designer the journey. He is a well-established and plausible individual within the responsible Christopher, 2020). He has become fashion industry, marketing himself plausible by creating clothing, particularly responsible and not sustainable which menswear, through upcycling cast offs, aligns with my campaign message. “We such as old army parachutes, into new, exclusive and desirable garments to combat don’t talk about sustainability, we talk about waste issues (Designer Christopher, 2020). our responsibility and obligation to make new choices” (Raeburn, 2022). His vision He has now expanded his brand to create is to raise awareness of overproduction an innovative approach, with an unusual and to reduce textile waste, which is a key balance of high concept and accessibility, message I also want to raise awareness on. applied to menswear, womenswear, luggage and accessories (Raeburn, 2022). As a responsible designer, he can help to educate and support Gymshark with more His brand has a strong ethos that is based responsible manufacturing. Raeburn is also on four R’s: Raeburn, Raemade, Raedue and Raecycled. He also has his ‘repair’ line a creative streetwear studio which aligns where he upcycles old garments and fabrics well with collaborating with an athleisure wear brand. He has collaborated with many into exclusive garments, where each piece brands previously including athleisure is unique and exclusive. brands such as Umbro. 40

CHRISTOPHER RAEBURN CONSUMER Raeburn’s target consumer is conscious consumers. His brand attracts younger demographics (primarily Generation Z and Millennial's) due to his brand's increased importance in today's society. His brand values on responsibility and combating waste align best with these conscious consumers. As his clothes are luxury, and therefore at a higher price point, they are also the demographics that have a disposable income and are willing to pay more for responsible fashion. With his price point ranging from £70-1,000 his most regular shoppers would be within the middleclass market. His target consumer would enjoy wearing innovative fashion designs whilst considering the impact that they are having on the planet. Therefore, they are willing to spend more on clothing to shop responsibly. To understand the value and importance of this collaboration this customer profile highlights the type of consumer that Christopher Raeburn would introduce to the Gymshark brand. This profile has been created as a result of my research and exemplifies a typical Raeburn consumer.

CHRISTOPHER RAEBURN CONSUMER PROFILE: DEMOGRAPHIC: Joe, Male, 24 OCCUPATION: Junior Garment Technologist INCOME: £40,000 INTERESTS: Vegan, Fashion, Art, Socialising LIFESTYLE: He drives an electric car but uses a bike when possible. He has a wardrobe with limited pieces and will use secondhand shopping platforms such as Luxury Garage Sale and Rebag.

BRAND COLLABORATION TARGET CONSUMER This brand collaboration would primarily be aimed at Generation Z consumers. They are the consumers that are demanding more from brands with regards to initiatives to tackle climate issues. As it is a brand collaboration based around responsible fashion and not sustainable fashion Generation Z are the best generation to target. They do not connect with the word sustainable due to its ambiguity. ‘The word sustainability has slowly become a marketing scheme like there is nothing that is actually sustainable.’ (Weinstein, 2021). They have grown up at the forefront of the climate change crisis and witnessed first-hand devastating climate change disasters.

There is also a lot more awareness and exposure on these issues on social media and the news which means they are developing a deeper connection to our planet. They have also grown up being educated by key climate change influencers such as Greta Thunberg and David Attenborough who have been key voices in encouraging and promoting change. Their actions have had a ripple effect on Generation Z with consumers ensuring they voice their concerns by attending rallies and protests. They are also the generation that are entering the workforce, and therefore have a disposable income and are in charge of their own purchase decisions. They are the generation that are embracing secondhand culture because of the many benefits buying second hand has on the environment.

‘75 percent of Depop users use the platform to buy secondhand fashion to reduce their consumption, and 55 percent said it was to buy one-of-a kind items’. (Wightman-Stone, 2021). Therefore, they would be eager to buy upcycled fashion because of the positive impact it would have on the planet. They are also a generation who care deeply about protecting their mental health and enjoy spending time working out and are therefore a key consumer for athleisure brands. Taking all these factors into consideration makes them the preferred generation to target.

COLLABORATION CONSUMER PROFILE: DEMOGRAPHIC: Quinn, Gender: Prefer not to say, 24 OCCUPATION: Pharmacist INCOME: £40,000 INTERESTS: Vegan, Fashion, Wellness, Socialising, Fitness LIFESTYLE: They drive an electric car. They enjoy spending time outdoors and going on daily walks. Quinn would be a caring, conscious consumer who supports brands that prioritise the climate change crisis and have strong values that align with theirs. Most of the clothes they own are vintage, upcycled or made from recyclable materials. They are a consumer who want to make a difference and be the change. They prioritise their mental and physical health by spending time going to the gym and focusing on their health and wellness by getting at least 8 hours sleep a day. They wear fitness accessories that help monitor their overall health and fitness. They are a vegan because they care about animal welfare, the concern of the environment and the effect that eating meat has on their health.

Meet Quinn...

STYLING DEVELOPMENTS The climate crisis is pushing brands and designers to think of new creative ways to become more responsible. I considered creating a capsule out of secondhand clothing. However, I came to understand that there are many concerns with buying secondhand athleisure. These concerns include personal hygiene and believing that the clothing would be of lower quality in relation to purpose as it has been pre-worn. This is supported by a primary survey with ‘84.2% stating they have never bought secondhand athleisure.’ The decision was made to use deadstock clothing for this capsule collection. It is important to concentrate on reusing deadstock fabrics, as research suggests that left-over fabrics will typically be sent to landfill. This is a sound starting point to support the Gymshark agenda. They can then progress to using secondhand clothing in the future. For this to happen, there would need to be progress in material innovations and for people to be more accepting of wearing pre-worn athleisure.

For example, we will need to see developments in sustainable self-cleaning materials for clothing to address the issue of personal hygiene. This would further help Gymshark on their responsible fashion journey as they are currently using non-ecofriendly materials through creating garments from synthetic materials such as elastane. Research shows that ‘a single synthetic garment sheds about 1,900 microfibers per laundry cycle’ (Resnick, 2019). This is highly detrimental to the environment, as studies show that ‘the Hudson River alone carries and empties approximately 300 million micro fibres into the Atlantic Ocean every day’ (Okamoto, 2021). There are athleisure brands such as TALA who are using eco-friendly materials such as Q-Nova (regenerated waste materials that would otherwise have been disposed of to create lightweight, breathable fabrics) (TALA, 2022). To become a fully responsible brand Gymshark need to consider material innovations, production methods and packaging methods.

UPCYCLING To ensure my styling aligned with my campaign message, I collected donated secondhand athleisure clothing to help visualise my upcycled collection. From a primary survey, ‘91.2% said that they would buy upcycled athleisure.’ I chose to create upcycled designs as upcycling is the future of the responsible fashion industry due to the huge positive impact it would have on the environment. There are many environmental benefits such as combating waste issues and minimsing the use of natural resources (Future Learn, 2021). Upcycling also offers many social benefits such as improved workplace ethics and safer working conditions. It reduces the use of chemicals that are harmful to our health and planet, mainly because clothing does not need to be dyed.

Upcycling also allows the economy to move towards a more circular economy model rather than a linear one which tackles many issues with climate change such as eliminating waste. Upcycling is an innovative and creative way to prevent clothing ending up in landfill or being burnt. It also extends the life cycle of clothing. Instead of letting valuable materials go to waste, it gives individuals and brands the opportunity to turn waste into desirable, exclusive garments. According to the charity Waste and Resources Action Programme (WRAP), we throw away ‘£140m worth of wearable clothes each year, and demand for raw materials is set to triple by 2050’ (Morris, 2022). This is an issue that needs to be addressed.

GENDERLESS FASHION To further support the responsible fashion message, the collection is genderless. This idea was inspired by Zhou as he stated, ‘a truly sustainable fashion industry won’t be possible if sustainability remains a niche marketing tactic targeting only one segment of the population’ (Zhou, 2020). However, I believe that the fashion industry can never be fully sustainable but would be credible solution in allowing the industry to become more responsible. It would also demonstrate that the Gymshark clearly understand their consumer and their values. Genderless fashion is becoming a big part of society as we are seeing genderless designs on the runway, nonbinary models and inclusive campaigns. This includes luxury designers such as Charles Jefferey, Stella Mccartney and Gucci. Research shows that Generation Z are an inclusive, open-minded and accepting generation who are eager to embrace innovative ideas. This is supported by ‘56 per cent of Gen Z consumers already shop outside of their gender (or “cross-buy”), ignoring clothing labels and gendered sections’, according to marketing agency Wunderman Thompson (Maguire, 2020). Women have been wearing traditional ‘menswear’ clothing for a few years, for example wearing oversized sweatshirts that reflect a ‘boyfriend fit.’ However, it has taken longer for men to wear more typically ‘female’ silhouettes. Recently, we have had the rise of role models, such as Harry Styles wearing dresses on the cover of Vouge. This has led to a shift in male consumer mindset and them becoming more expressive and less defined by traditional gender clothing styles.

BRANDING When developing a collaboration logo, I considered aspects of branding from both brands. I wanted my logo to be a clear signifier of both Gymshark and Christopher Raeburn. The final logo reflects the monotone colours used in the logos of both brands. It is written as ‘raesponsible’ as raeburn often uses ‘rae’ in his branding such as ‘raemade’ or ‘raecycled’ but has never used ‘raesponsible.’ The word ‘responsible’ is also a key part of my campaign message as it focuses on brands taking responsibility and offering responsible fashion. However, the ‘E’ is replaced with the logo of Gymshark to reflect the collaboration aspect. The use of blue in the logo is to reflect Gymshark as it is a colour clearly identified in their branding. The use of orange is to connotate Raeburn as it is a colour used commonly within his designs.

LOGO DEVELOPMENTS

FINAL LOGO

PACKAGING Packaging is a key aspect to consider. ‘70% of all consumers are likely to be influenced by environmentally friendly packaging’ (Sustainable Packaging, 2022). This demonstrates that it is an influential factor in consumers' decision making and therefore vital for brands to take into account. From conducting thorough research, bio-compostable packaging would be one of the most environmentally friendly options. It is proven to be the most environmentally friendly type of packaging as ‘they don’t secrete harmful toxins, chemicals or by products back into our airways and the decomposition process is completely natural’ (The Difference, 2021). There are many environmental benefits such as the decomposition process as the bag will break down back into natural resources. They are also typically made from plant-based materials. Using eco-friendly packaging also has many financial benefits for brands. This includes the possibility for improved brand awareness and customer perception, cost reductions through minimsing materials and enhanced customer satisfaction increasing sales and minimising returns (Sustainable Packaging, 2022).

THE FOUR P’S OF PROMOTION The use of the four P’s is important to allow me to clarify the relevance and key aspects of the campaign. They are commonly used to generate a marketing strategy. They are a foundation marketing model that allows businesses to understand and achieve their marketing objectives.

PRODUCT As mentioned previously, this would be a capsule collection that features upcycled garments made from Gymshark’s dead stock. To increase the exclusivity of the collection, it would feature 15 one-of-a-kind garments. This would include t-shirts and track suit bottoms as they are one of the main garments that Gymshark sell. The garments would feature labels explaining to the owner how they can look after their garment and prolong its lifespan. For example, it would tell the consumer to wash their clothing at 30 degrees as it saves energy (Cleanipedia, 2021). The next step for Gymshark to consider expanding their upcycled range into accessories such as bags.

FIGURE 2

EXAMPLE OF AN UPCYCLED GYMSHARK T SHIRT DESIGN MADE FROM GYMSHARK DEADSTOCK

DIGITAL MOCK UPS

PRICE: The price would range from £30 - £100. This would be slightly higher than Gymshark’s current price point and would therefore add exclusivity to the garments. Paying a slightly higher price point would hopefully encourage the consumers to keep their clothing for longer and add to the durability. It would also be lower than the typical price point of Raeburn’s garments which would allow his designs to become more accessible to people who may not be able to afford them. Therefore, this price range would ensure the maximum number of consumers can buy into the collaboration.

PLACE: The collection would be available on Gymshark’s website only. As this is a marketing strategy based around Gymshark I want to ensure that it would drive as much traffic as possible to their site to demonstrate to them how successful adopting a responsible fashion approach would be. To further assist Gymshark on their responsibility journey, they should also consider how they can make their website more eco-friendly. This would be through considering aspects such as choosing an eco-friendly website host such as Green Web Hosting (Schäferhoff, 2019). They could also consider powering their work environment through a renewable energy source which would also reduce the impact the brand is having on the environment (Schäferhoff, 2019).

PROMOTION: To promote and market my campaign, I have created a mockup social media account on Instagram. Social media is the best way to engage my target demographic, Generation Z, as they are immersed in the digital world. Being born after 1997, they have never known a world without social media. I have chosen Instagram as the app because according to a Pew Research Centre study, ‘about 71% of 18- to 29-year-olds say they use Instagram, compared to 65% for Snapchat and about 48% who use TikTok’ (Benitez, 2022). Also, being part of Generation Z myself, I am most engaged by brands marketing techniques on Instagram. This is because there are a variety of ways for brands to gain exposure such as still image, reels and digital Gifs. It is also a platform that Gymshark has already been able to build a wide community on and create a strong customer base. Creating a social media campaign allowed me to utilise and develop my existing social media skills including content creation and strategic planning. It has given me experience in creating a campaign from concept to completion. My campaign features a range of reels, images and educational content to capture and communicate the message of my campaign. I wanted to ensure that I created video content as I believe that short form video is the future of content marketing. It is also a preferable way to form meaningful connections with consumers. ‘85% of people say videos help them to connect with brands more effectively’ (Sarika, 2022). Reels are a creative way to create short form video content to engage the short attention span of Generation Z.

CONCLUSION To conclude, this brand collaboration would be a highly successful marketing strategy for Gymshark. It would allow them to engage a new audience and generate brand awareness. It would also educate them on their responsible fashion journey such as undertaking more responsible production methods. This is now highly relevant as many consumers will encounter a ‘cost of living squeeze’ (Cursino, 2021). The impact of recent geopolitical events for example the pandemic, Brexit and the conflict in Ukraine mean that many consumers will experience a reduction in disposable income. If consumers are going to spend more then they will want to understand the value added that their purchase offers. If consumers cannot see an ethical effect of paying more, they will potentially purchase fast fashion athleisure as price will become the key factor. Therefore, collaborations and responsible manufacturing will be more important than ever to achieve growth and a market share. To highlight the key message of this collaboration, all profits would be donated to a global environmental charity. This would reinforce the responsible intent of Gymshark to their consumer base and attract new customers.

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APPENDIX 1

Primary survey undertaken by Gymshark consumers

APPENDIX 2 Gymshark research

The World’s Most Valuable Apparel Brands: Buchholz, K. (2021, February 17). Infographic: The World’s Most Valuable Apparel Brands. Statista Infographics. https://www.statista.com/chart/24216/most-valuable-apparel-brands/

Annual turnover of Gymshark LTD from the financial year of 2017 to 2020(in 1,000 GBP): Demonstrates Gymshark has been highly successful within recent years as financial growth is increasing. Tighe, D. (2021, November 8). Gymshark: annual turnover by fiscal year 2017-2020. Statista. https://www.statista.com/statistics/1174048/turnover-of-gymshark-ltd/

New customer acquisition is driving sales growth: Graph demonstrates how the brand has become less niche and they have attracted a lot of new customers within recent years. Ramesh, S. (2020, October 1). Gymshark’s new customer acquisition is devouring the competition. Second Measure. https://secondmeasure.com/datapoints/gymsharks-newcustomer-acquisition-is-devouring-the-competition/

Gymshark Sales Growth (2014-2018): Demonstrates Gymshark has been highly successful within recent years through revenue is increasing. Lavendaire. (2019, March 14). How Gymshark grew by 200%+ year on year and hit £41M in sales in 2017. Beeketing Blog. https://beeketing.com/blog/gymshark-growth-story/

Gymshark Gross Profit: Demonstrates Gymshark has been highly successful within recent years through gross profit increasing. Specifically doubling between 2018 and 2019. Andrew, J. (2020, September 3). Is Gymshark worth $1.4 Billion? SBO. https://sbo.financial/ blog/financial-tear-downs/is-gymshark-worth-1-4-billion/

Global Athleisure Market Size Report, 2022 – 2029 Global Athleisure Market Size Report, 2022 - 2029. (2021, December). Www. polarismarketresearch.com. https://www.polarismarketresearch.com/industryanalysis/athleisure-market