GYMSHARK MARKETING STRATEGY LIVE PROJECT VICTORIA DOUGLAS N0737428 Word Count: 4100 Ethics Clause 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. Date..........................
Signed..........................
contents 5- introduction 7- methodology 9 - where are we now 41- Where do we want to be 61- how are we going to get there
61- how are we going to get there 83- conclusion 85 - appendix 87- image referencing 93- referencing 96-bibliography
Introduction:
Marketing and communication Strategy
where are we now?
This report will identify and explain how the brand plans to expand in the next 3 years with the marketing strategy. It will evaluate its current success and progression from first starting and look at more potential
where do we want to get to?
ways of growth. Internal and external Opportunities will be evaluated to understand a clear advantage the brand could gain over competitors. Where the want to be will explain the 3-year strategy and in depths and the benefits for the brand. Finally, the communication plan will explain how the strategy will be implemented and how the brand can make movement into the physical retail market.
how will we get there? 5
6
Methodology
Primary research Survey monkey (Appendix 1) : A survey was conducted and was answered by approximately 100 people. 50 males and 50 females aged from 18 to 55 plus. It consisted of 10 questions regarding the interviewee’s knowledge, understanding and opinion on the brand. This primary research helped understanding Gymshark’s current strengths and weakness and was very key in deciding what the brand should do for both marketing and communication strategy. • Ethnography observations:- looking at competitors’ physical space and online presence monitoring what they do well and what Gymshark could consider when looking at expanding. This was also used to look at consumers spending habits. • Gymshark HQ: - a visit to the Gymshark headquarters was used to gain a in-depth insight of the brand from the staff and the main creative directors of the brand. Using this has been to understand what the brands true message is.
secondary research • Online platforms: - looking at Gymshark’s current online presence such as a its social media and website was used to analyse what the brand currently does to appeal to its consumers. • Reports and statistics: - this helped analyse Gymshark’s current market share and the overall fitness apparel market it sits in. • Journals, videos and websites: - these were all used to research and help conduct the marketing strategy and communication plan.
7
8
Where are we now?
9
10
the brand
Brands Mission Statement
Gymshark is a clothing brand designed for fitness apparel and was
“Before there is an action, there is an idea. We exist to create the tools that help people unlock their full, incredible potential and put their ideas into action”. gymshark
first created in 2012 by university student Ben Francis. The brand is an online retailer which is based in the United Kingdom and is currently supported by millions of highly engaged social media followers and customers in 131 countries. Gymshark competes in the fitness apparel segment by focusing on selling sports apparel clothing to wear while exercising at the gym or in sports activities. With the popularity of its high-end designs it’s understandable that the brand is also worn for fashion purposes in everyday life.
Brands vision statement “Be all that you imagined you could be. Be a visionary” Gymshark
brand values
“Gymshark has grown from a garage screen- printing operation into one of the most recognisable and fastest growing brands in fitness in the UK”. (Gymshark 2019)
“our core values, which are shared amongst staff and management, are progression, vision and family” gymshark
11
12
current brand vALUE ESTIMATED BETWEEN £300-£400 MILLION
+217%
MARKET OVERVIEW
prediction to bolster sales to £100m this year and to £140m by 2019
2018-2019
sells to 170 countries worldwide and looking to further expand
57.48%
18.09%
youtube currently employees over 200 people in new HQ and looking to continue growth in 2019
13
8.93%
14
5.69%
5.53%
GYMSHARK online traffic
“Turnover trebled by 217% year on year to £40.5m, compared with £12.7m for 2015/16, and is set to hit £100m for its current financial year”
With the increase of online users, it’s
P
Political
t
Gymshark distributes and ships products worldwide to their customers from the online website. By the company doing this it requires them to extend international supply chains but primarily follow political procedures when selling products. Gymshark needs to comply with certain
technology
political guidelines in order for the business to be operating legally.
understandable that technology factors are important to any business especially with Gymshark being an online only retailer. It is stated from Statista that “In 2019, it is estimated that there will be around 2.77 billion social network users around the globe, up from 2.46 billion in 2017. Social network penetration worldwide is ever-increasing”. As a result, this is an even bigger opportunity to utilise its social media platforms to not only surge brand awareness but to learn consumer feedback and increase brand growth.
e
economic
l
With the pound being lower than it ever has before and consumers disposable spending being at an all time low it’s no surprise that Brexit has had an affect and will continue to on companies like Gymshark. With the BBC confirming in December 2018 that the pound is at its “lowest level since August”. For Gymshark
Laws Gymshark has to abide by from selling to other countries: - International trade agreements - Product safety laws - Consumer safety product regulations
legal
this means that’s its British customers are at a low to be purchasing their products which could have potential drop in sales for the business.
Over the past few years there has been a rise in Social factors can have a positive affect on the
s
social 15
e
company’s performance a huge social trend that has a successful impact on Gymshark has been the “Athleisure trend”. Being named by Vogue a S/S 2018 top ten must have meant Gymshark had strong potential to sell more clothing due to the brand being very fashion forward in fitness wear. This was shown right as
environmental
at the end of 2017 Gymshark had “grew by 200%+ year on year and hit £41M in sales in 2017”.
the concern of products a customer is buying is really ethical or environmentally friendly. It was recorded that “73 percent of millennials are willing to pay more for sustainable goods” for products including clothing, makeup and food. Here showing that sustainable and ethical clothing has a major opportunity for any sports brand in the market. Here serves an opening for Gymshark to consider producing a product more sustainable and eco-friendlier than anything else on the market with the advantage
16
of attracting more potential customers over fellow competitors.
BUYERS
that they have the most power of all the forces. This is due to customers having the control in deciding who to purchase from. With Gymshark being one of many sports apparel brands its hard to control the customers always coming to them especially when factors such as cheaper pricing, substitutes on the market and a wide range of competitors affect their success. However with Gymshark always being on trend and providing quality clothing it helps to keep the consumer happy and coming to them.
Competitive Rivalry
Potential New entry
PORTERS FIVE FORCES
Buyers here are the customers of Gymshark, here the company can easily identify
Gymshark faces competition from their products, pricing and even brand
ambassadors/sponsors. For Gymshark being a middle-priced fitness apparel brand its hard to appeal to every consumer especially when they are looking
SUPPLIERS
Competitive rivalry
BUYERS
for the cheapest product on the market. Even with the market being saturated the brand continues to push and try and stand out from the crowd this can
be noted with using innovative material on their leggings to make them more
durable and better for performance with at the same time being trendy. A key
issue the brand has is engagement so rivlary will cause conceren for Gymshark
substitutes
substitutes
Sport apparel has grown massively over the past few years especially in the growth in the number of consumers exercising and the rise in the “Athleisure trend�. With this its understandable that Gymshark sits in a saturated market with competitors making similar yet cheaper products to their classic designs. A way for Gymshark to
As stated by Gymshark most of their manufacturing is outsourced in China, this is good for the company as China has many benefits for brands such as cheap labour costs and lots of manufacturing companies. This benefits Gymshark greatly to work easily with low cost suppliers. As the brand is very successful, they need to produce large quantities of orders worldwide. With working with China they are able to supply demand easy for consumers at cheap rates. We can see the power of the supplier as low as with so much competition the market is shown to be over saturated meaning suppliers will offer competitive pricing giving Gymshark a lot of choice and power in the decision.
17
fabrics that consumers love i.e sports leggings. However, Gymshark has very limited products especially for men against more recognizable brands like Nike and Adidas.
Direct competitors like Nike and Adidas who are increasingly trying to become more connected to their consumers in their physical stores and indirect competitors like Pretty little thing and Topshop who are trying to connect further with millennials who already increasing buy from their brands. For Gymshark have to continue to differentiate themselves with their strong brand identification. By distinguishing themselves from any other brand will create a barrier to entry forcing existing customer loyalties. Example is their leggings which have not only been designed for quality performance but to also be tight fitted and look good.
Potential New entry
SUPPLIERS
stand out from the crowd is to continue to make quality pieces with the materials and
18
19
• No retail presence or physical space • Not inclusive to all sizes (XL Is a size 16 and that is the biggest size) • Men range is less limited to women’s and not as successful • Previous instances of not keeping up with demand (Black Friday sale website crashing) • Price point can be seen as high to competitors selling lookalike items. • the brand lacks engagement with consuemers this is shown with how strong the brand awarness is for gymshark but doesnt convey in its sales.
20
• Open a physical space
in order for current and potential new customers to see the clothing first hand. • EXPAND THE BRAND INTO NEW MARKETS (PROTEIN SHAKES/ HEALTHY EATING RANGE) • EXPAND SIZING FURTHER TO BE INCLUSIVE TO ALL SHAPES AND SIZES. • Continue to grow menswear. • To support more global marketing events to create brand recognition (The Olympics).
t • Huge number of competitors for sports apparel in the market. • Competitors can be seen to be using similar designs to Gymshark at a lower cost which could cause threat for the companies’ success. • Becoming more inclusive may make the current consumer base not interested in the brand as it can be seen as not as unique. • The brand heavily relies on social media to promote and entice customers, but it may be seen as repetitive and could cause decline. • Change in consumer spending.
threats
w
opportunities
• Strong brand awareness • Built a huge community of followers • Strong campaigns (66 Day Challenge) • Increase of growth in sales over the past years • No direct competition • Strong brand presence on and offline. • Uses Innovative materials (USP) • Growing trend in health and well-being trend to benefit the brands success. • uses online and offline methods to entice customers. bringing a online experience offline to the real world (pop-up shops) • CLOTHING DESIGNED FOR COMFOTS AND TREND. • the brand now employs over 18 fitness Instagrammers, YouTubers, and bloggers, who combined have over 20 million followers.
weaknesses
strengths
s
o
Swot Analysis
Product
7P’s mIX
PLACE place
- Wide range for both men and women - Designed with innovative materials for performance to look and feel good (USP) - Wide range of colours in different styles - Available online and offers next day delivery - 1 year manufacture warranty on products - All features the Gymshark logo and material high quality fabrics
PRODUCT
Promotion
price TARGET target MARKET market
- markets themselves on all forms of social media through new products and brand ambassadors. - promotes in there innovative pop-up stores all around the world - uses seasonal times of the year to offer high price discounts (black Friday and
physical evidence
cyber Monday).
promotion
Price - Pricing is positioned at the higher end to cheaper competitors but - as well affordable� - Medium Pricing range fits to target market (18-25) - Offers perks such as 10% student discount - Offers competitive pricing similar to over fitness apparel brands
place - Gymshark has no physical space however It does launches pop-up shops worldwide yearly showcasing samples of new ranges and products. - All customers are from online through their website or from social media.
people Gymshark currently employs just over 250 staff in the organisation this includes designers, social media ambassadors and customer service etc.
21
process
people
process
-Offers next day and standard delivery to customers -Has customer service support on their websites and all of their social media platforms - Complaints are seen to be dealt within 24 hours which shows how efficient the business is on keeping the consumers happy.
Physical Evidence
- Gymshark website allows customers to view and purchase products easily. - Facilities the company now has is a headquarters which allows the brand to continue to create new ideas and grow further in the market place.
22
23
“Women, who account for more than half the UK market and spend more than twice the amount men do on clothing” (the guardian 2018)
“STRONG IS THE NEW SEXY AND PUSHING YOUR LIMITS IS THE GOAL”.
A huge Macro trend for fitness apparel is Women; regardless of age ladies are making a pursuit to be more active in their lifestyle. The female industry is becoming the forefront of a wellness movement in 2019 with more women only gyms than ever before and women challenging stereotypes towards physical strength it’s an opportunity for Gymshark to take notice and stand out over fellow brand competitors. Gymshark explained that women are a huge importance to the brands success and growth.
“UK FITNESS MARKETS VALUE IS £5 BILLION +2.9 INCREASE IN 12 MONTHS” (Leisure db)
how gymshark follows the trend
FEMALE FITNESS MARKET
macro trends
on top of fast moving fashion trends
huge clothing range 80% OF SALES ARE WOMEN
markets using a diverse range of women for the face of the brand
gymshark women instagram
25
A Micro trend that is affecting the fitness apparel market is “Protective Performance Apparel”. This is clothing that has been designed not only to heighten performance but also to protect the body while working out. Attention has always been focused on diagnosis and treatment of injuries that have occurred through sport and exercise but never been focused on the prevention. With smart materials being made to reduce the chance of damage from physical impact shows the opportunity for the fitness industry. This is seen as a game changer for world of fitness as using materials to protect means exercise can be more effective and safer for consumers promoting them to potentially work out more.
how gymshark on the trend
protective performance apparel micro trends
“Advances in material science are driving a new wave of performance wear that protects and supports the body during physical activity. “ (lsn 2018)
How the brand could move forward and follow other fitness apparel competitors is becoming even more innovative. Currently they do use that advanced material on all products and offer collections such as “the seamless range” which are designed to be light weight and efficient when sweating. The way they could stand out is combining what they have with protective aids to have a product not anything similar on the market.
Ben Francis 2018
limited selection
performance wear
wide range
competitors
“we do not believe we have any direct competitors�
trend lead
27
28
brand positioning map
key competitors:
“To elevate the world from mediocrity to greatness.” LULULEMON
A main competitor of Gymshark is Lululemon; this reason is because they are both a fitness apparel brand and fit in the lifestyle market. There clothes can not only be seen for fitness but also for everyday athleisure meaning that they are versatile, more beneficial and appealing to consumers. Price however is not similar with Lululemon being premium priced and starting from £70 upwards in comparison to Gymshark
“gymshark is the uk’s version of lululemon” Ben Francis 2018
starting from £20 for clothing.
The company has a presence in over 140 locations showing a strong competitive advantage over Gymshark who has no
“Lululemon stock is up 120% over the past year.”
29
“Revenue of LULULEMON WORLDWIDE IS $2.65 BILLION DOLLARS”
“Brand value estimated at $3.91 Billion” (Statista 2019)
physical retail space. Lululemon has a wide range of fitness apparel and also specialize in areas of merchandise for running, training and yoga.
30
key competitors:
“we want to be wants to be the UK’s answer to Nike and Adidas” Ben Francis
How Nike has a competitive advantage over Gymshark is they have strong branding; the image the brand has amongst its teenage customer base allows the company to charge premium over competitors as the brand is seen as a must have to its consumers.
A major of competitor is the biggest brand in fitness and sports wear; Nike. The brand has a huge advantage not only just over Gymshark but every fitness brand. They are huge name among all consumers as they aim to target every possible customer with having a wide range for both genders, offer a range of sizes and appeal to all ages. The company not only provides products for fitness but also ranges for fashion purposes and products extend
“To bring inspiration and innovation to every athlete in the world.” nike
to footwear, bags and a variety of sports attire.
“Revenue of nike WORLDWIDE IS $36.4 BILLION DOLLARS”
“Brand value estimated at $28. 03 Billion”
(Statista 2019)
“Number 1 shoemaker in the world”
32
Brand USP Gymshark are renowned for the innovative materials they use on their clothing. The materials and colours that are used are not just designed for looking good but also for performance and durability whilst working out or lounging in comparison to competitors that look good but don’t perform. Gymshark is a B2C business meaning they can act on the customers needs quickly and deliver fast in compariosn to cusomers having to wait around to buy from a business B2B business.
Gymshark wants to be a community for everyone to encourage people to live a fit, healthy lifestyle. The growth here stems from the brands ever-expanding social presence; with campaigns, tutorials and personal support Gymshark are able to help and inspire consumers 24/7, making them more than a company to a person but a meaningful brand that a consumer desires over competitors. They do this with clothing like nothing similar on the market.
“I don’t think the UK has got anything to get behind in the fitness market, so hopefully we are it.
34
Ben Francis
Pen Portrait
35
Chloe
Lewis
- 21 YEARS OLD - LOVE OF EXERCISE AND VERY health CONSCIOUS - OBSESSED WITH TAKING AESTHETICS FOR SOCIAL MEDIA - ENJOYS SOCIALISING WITH FRIENDS - ENJOYS TRAVELING ALONE AND WITH OTHERS - LIKES FUN EXERCISE LIKE SPINNING AND AEROBICS - FAVOURITE BEVERAGE IS A ICE COFFEE
- 23 YEARS OLD - drinks protein shakes and pills - going to the gym is part of everyday routine - Always sociable and goes out a lot - ENJOYS TRAVELING ALONE AND WITH OTHERS - Enjoys healthy food like chicken and salmon in their diet - Travel is for exciting holidays like Ibiza
36
Consumer analysis
“A 12-year-old wants to look 16 and a 35-year-old wants to dress like their 25� ben Francis
The target audience for Gymshark is women and men aged 1824, this type of demographic is classed as Gen Y/ millennials. The typical consumer is well groomed, considered as good looking and has a passion of sharing lots of moments online to their friends and following. Fitness and Healthy living are important to them as they believe in hard work and getting results. The disposable income of this age is quite high as they may be living at home and most likely not have children meaning they have more money to spend on themselves than other age groups.
37
38
credible relationship to a consumer
core competencies
Not sold to a mass market.
EFFECTIVE MARKETING STRATEGY
wants to be a community to a consumer
Now today Campaigns such as “66 Day” inspire followers to not only get a better body but to get in shape with the brand through uploading videos and posting pictures each day. The brand wants consumers to know they are there to help; this is shown with exercise tutorials on how to do effective work outs and online support in the comments and direct messaging section The brands marketing techniques are focusing primarily on their social media platforms and influencers. Traditionally the company used iconic body builders to promote the brand image this was the start of the rapid consumer interest Gymshark generated. Big name body-builders would be seen wearing the brand on social media and would lead to a growth in sales in the clothing, this bred the interest of influencer’s and their ability to sky rocket sales.
40
Where do we want to get to?
41
3 year strategy overview 43
The 3-year strategy will look at the potential of expansion; this will include product lines, sales, engagement and their technology. It will see if merging their online approach into a physical space will work out as a seamless experience for their consumers or not be worthwhile in the dying retail climate.
44
Marketing strategy
smart objectives
1
year one
To increase customer engagement by 15% on Gymshark Social media implemented by the first-year communication plan by the end of 2020.
Covert basket sales by 10% with the introduction of the “Gymshark APP” by the end of the of 2021.
3
year three 45
Looking at the first year the focus is increasing customer engagement. As the communication will be happening in the first year this is the opportunity to gain support and new consumers while hype is high. This will be successful if following, likes and shares have increased on Gymshark’s social media platforms.
2
The second year is concentrated on increasing basket sales. With the launch of the “Gymshark App.” This should hope to increase the number of customers purchasing as the App should aim to be more enticing, friendly and easy to use than the website. By seeing if the results from the app are positive and increasing this will lead to the launch of the
year two
physical space for Gymshark.
The third and final year is centred on increasing the brands sales and
To increase profit by 25% at the end 2022. Evaluating the success of the new app and communication event will see the potential success of the physical space.
profits. This information is critical to understand the stability and success of the physical space that will be created. By identifying if the sales are growing proves if the physical store has been beneficial.
46
exisitng
Ansoff matrix exisitng
new
market Penetration strategy
product development strategy
The two key sections of the Ansoff matrix that the 3-year marketing strategy will use is Market penetration and Marketing development. In the first-year communication plan Gymshark are creating a pseudo-event. The aim of the event is purely to generate publicity for Gymshark and using a time like the Olympics is great timing when sport fitness interest will be at a high. The Popup event is market development strategy as currently Gymshark do use pop-ups as a strategy however this event is nothing similar to what the brand has ever done before. The second year the brand will create an app to not only make it
new
easier for consumers to purchase but in the hopes of generating more sales.
47
market development strategy
Gymshark will be entering a new market of technology by creating an app so
diversification strategy
this is a marketing development strategy. These strategies are an opportunity for the brand to become a bigger contender in the fitness market.
48
marketing strategy
MONTH 0-4 To advertise heavily before the pop-up event takes place in April. This will be advertised online, on the campuses that will be participating and in the INTU centres that will be holding the pop-up shops.
“battle of the uni” communication plan The first year of the strategy plan focuses on trying to increase customer engagement by sponsoring university’s varsity event and running a pop-up concession. This event is to build attention prior to
Year one
the 2020 Olympics in hopes of enticing current and new consumers to get involved with their local university events. The event consists
Month 5-8
of 16 universities battling it out over 8 weeks all in aim of winning the
During these months the pop-up will have not only taken place but so will the Olympics. As this event foreshadows the hype of the Olympics it will be critical to analyse if the pop-up has led to more sales before, during or after the event has taken place.
first ever permanent Gymshark concession stand on their campus. The event will target and encourage everyone to get involved by either competing, liking or voting during the event.
The first-year communication plan has a great importance to the third year physical space strategy as by the winning institute receiving the first ever permeant concession the brand will be able evaluate how well it does and what to improve on before launching more concession on campuses in 2022.
Month 9-12
49
The focus will be to measure if the smart objective of increased customer engagement has happened during the first year’s strategy. This will be measured by if there is a surge in following, Likes and purchases on Gymshark’s platforms.
launch date 2020
50
the gymshark App
gymshark launch date 2021
MONTH 0-4 Launch the app and offer incentives to promote consumers to purchase using it. Examples will be first order using the app receives 15% off total.
marketing strategy
market development strategy; launching the “Gymshark
MONTH 5-8
App”. With the brand being an online only retailer and a surge in internet purchasing it’s an opportunity for the brand to continue to grow further while implementing the same theme they have on their website. The app will be heavily advertised through email subscriptions, posts on social media platforms and will be promoted during the pop-up event that takes place the year before. Potentially from generating more customer engagement in the first year will hope to communicate to
Introduce new features on the app. This will include a look book of how to wear your Gymshark clothing and offer the consumer new payment options through using the app “Buy now pay later scheme” [KLARNA].
sales on the new app in the second.
MONTH 9-12 These months will monitor the
“The number of people who have the option to use mobile apps is sky rocketing. More than 70 percent of the world population will own a smart-phone by 2020. And they’ll spend more than 80 percent of their on-phone time using task-specific apps”. [The Conversation 2017]
overall success of the past 8 months. This is to see if the brand has reached its smart objective of increasing basket sales by 10%. This is the measurement used to see if the app has been as successful as the website.
52
year two
The second year of the strategy plan focuses on a new
marketing strategy
Month 0-4
year three
Will review the success of the winning university concession stand and analyse how well it has done in order to decide what has worked well and what should be changed before launching more campus concession stands.
Physical space (CONCESSION AT UNIVERSITY CAMPUSES)
The final year strategy is incorporating the themes and growth which has been created from the past two years into making a final stage; A Gymshark physical space. The university campus idea is related
Month 5-8
to Ben’s starting journey being when he attended university. The
These months will launch 3 concession stands on university campuses. The 4 months will monitor engagements and sales not only through the concession by also to see if it has boosted online sales.
idea shows his journey from where he started to where he is now to appeal to the consumer the story of the brand. With the brand yearly progressing it’s a great idea for Gymshark to make an experiential place to share with its consumers. With the predicted sales the physical space looks to be the next step forward to continue their success but in an economy where retail is considered dying and less shops are on the high street than ever before is a physical space out of date especially with technology driven millennials.
Month 9-12
53
These final months of the strategy plan will evaluate the whole three years strategy. The main thing for Gymshark will be deciding to expand further with more experiential concessions or shut them down if they are seen as no cost effective.
launch date 2022
54
gymshark physical space
The physical space aims to be a snippet of what the brand is while also creating an experience like no other. The Location during the communication plan will be a concession held in shopping centres an example here can be seen whilst in Nottingham the Pop-up will be held in the middle of the INTU. During the 8-week event temporary concessions will be placed in shopping centres making it easy for both universities, students and the public to access. The format of the pop-up is designed to look clean cut and trendy with only showing an array of items but not having them for sale. During the event the only things that will be able to purchase will be memorabilia in aid of the varsity such as “Gymshark Uni of bottles�. However, to keep to true Gymshark style there will be Meet and greet opportunities with the athletes and samples of collections to look at i.e. seamless collection.
55
Influencers for the event
nikki Blackketter
amY tinKLER
dan goodfellow
ryan terry
Nikki Blackketter and Ryan Terry are two of the most renowned Gymshark
After Amy Tinkler and Dan Goodfellow won bronze back in the 2016
influencers so they would pay a key part in drawing attention prior and
Olympics it was clearly identified that they were both strong hopefuls for
during the three years. Their biggest contribution will be before and during
the 2020 Olympics with both being one of the youngest people on team GB.
the pop-up event. As both combined has a huge following of millions, they
Gymshark should aim to use them as influencers prior and after the planned
will be in charge of promoting heavily on the platforms such as Instagram
pop-up event. Their contribution would be to drum up attention prior to the
and will be a main influence in encouraging everyone to get involved. This
Olympics working with Gymshark to promote the pop-up to make all different
can be shown in the pop-up encouraging people to vote and like posts to get
types of university students interested in the event. Gymshark using actual
their university to win.
team GB athletes in run up to the event should promote its awareness and is a change from their usual Gymshark athletes.
57
58
the target consumer 59
Gymshark will target its typical audience (18-24) as the first-year strategy is aimed at university students which fits there demographic. This is also the same for the third year as the physical space is again going to be mainly relevant to university students with the store being on campuses. The aim of the communication plan is to entice everyone not just sport partakers that’s why the measurement isn’t defined by the winner of the challenge but consumers engagement rate through the event. However, the App which is designed in the second year is aimed to target everyone not just university students.
60
How will we get there?
62
communication PLAN - Pop Up Store/ Assault Course
BATTLE OF THE UNI’S
- 7 Day pop up at 8 different cities in the United Kingdom to conclude an overall winning university
(Varsity sponsored by gymshark) - Gymshark will sponsor current university who run varsity and combine all cities together to see who the best university is.
- 16 universities involved 8 VS 8
- The last two university will compete at “Ashton University” as founder Ben Francis attended the institute while first creating the brand.
63
64
- The way of winning is supporting your university through winning the events but mainly by sharing, liking and hash tagging to show how much you support the brand and your uni.
- Winning institute will have THE FIRST EVER PERMANENT PHYSICAL CONCESSION ON CAMPUS AS WELL AS A limited edition collection just for that university for all students to wear.
Varsity is a United Kingdom traditional event which has been running with universities since the 1860’s. It’s an occasion that offers a person to represent not only their team or university but their city in a historic competition. With the first-year marketing strategy to increase Customer engagement Gymshark sponsoring a momentous event such as varsity will not only build engagement for them but create engagement within
#uni of
what’s happening in their own community.
university’s competing
BATTLE OF THE UNI’S
Nottingham Trent vs Uni of Nottingham University of Leeds vs Leeds Beckett University Manchester Met vs Uni of Manchester University Of Oxford vs University of Cambridge University of Edinburgh Vs University of St Andrews University of Sheffield vs Sheffield Hallam University Durham University vs Newcastle University Aston University vs Birmingham City University
#po
ly The above institutes will hold their varsity with Gymshark for one week competing with each other in order to move onto the final. Once the 16 have decreased to the final 8 the public will vote to see who goes to face the final at Ashton university. The aim of this communication plan is to
As Gymshark are sponsoring current varsity’s in the UK all these institutes
promote customer engagement through inclusion bringing everyone
will have various locations to hold the different events i.e. rugby and
together through partaking in events, wearing the clothes or supporting
swimming. This is a cost-effective situation for Gymshark as they won’t have
through social media sharing and voting. The social media sharing
to spend money on building temporary assault courses, they will just have
includes hash-tags such as #POLY or #UNI OF. This way it identifies which
to spend money on sponsoring each varsity. However, the temporary pop-
Institute is being supported during a live event or when voting on which
up (HQ) will be held in each city shopping centre example is in Nottingham
University should win.
it will be held in the IN-TU and in Birmingham it will be held in the Bull Ring etc. Gymshark will have to spend money on renting the seven-day space in each city for 8 weeks while the event is on.
65
66
How they will engage and attract
Gymshark are going to offer 100 samples to each university (150 bottoms both sex and 50 tops) through this the people who sign up to wear the sample will have to promote the brand while at uni and at home. Sharing themselves wearing it on social media and drumming up attention will not only be key the university winning but also the publicity the brand will gain over social media platforms. The memorabilia that will be sold in the HQ for the university’s include banners, flags, face paint and bottles all with #UNIOF or #POLYTECH on. With it being a pop up it will display samples of newest collections but will not be available to buy unless ordering online
67
68
the winner of the games sports bra £25 Leggings £35 tee £22
The winner of the overall event will receive the first ever pop-
Apart of winning the “Battle of Uni’s” varsity the winning institute
up store on their campus. The idea has originally stemmed from
will not only receive a permanent Gymshark physical space on their
the founder starting the business during his time at university.
campus but will also receive a limited-edition collection that has
Showing the brands growth and connecting with consumers on a
designed in their school colours. Looking at the image to the left
more personal level. This communication plan also foresees the
it shows an example of the potential NTU collection by using their
opportunity for a permanent place on more campuses in the future
classic school colours. The Collection aims to be classic Gymshark
as discussed in my three year.
while incorporating the spirit of university making it a must have to students who play sport.
69
70
58% of people learned about an event or restaurant they were interested in attending by viewing a roadside billboard
The above the media that will be used prior and during the event will be road side billboards. This form of media is effective especially with millennials that drive by a billboard in popular area. As Gymshark will be working in partnerships with shopping centres to host their temporary pop-up during the 8 weeks the perfect place will be placing a billboard outside or close to the centre it is hosting in. An example of this is shown above in the Nottingham INTU centre.
Billboards on big location on the High-street cost around ÂŁ300 per week so as the popup will be taking place in 8 cities there will be
how they will disrupt
billboards
Above the line
needing to be one in each city. Also, to drum up attention the billboard will be most effective going up a week prior to when the city is due to host as it will hit a larger audience by staying up longer. The estimation cost of this advertisement for being each hosting city for two weeks works out as ÂŁ4,800.
71
72
This media will disrupt Gymshark’s traditional media as it will display a QR code on the campaign image. This will allow for anyone who scans it all the details about the events such as times and how to vote. It will also offer a unique code for anyone who scans it to enter their details and receive 15% off their next purchase.
37% of people reported that looking at an outdoor ad each or most of the time they pass one
Bellow the line advertisement Direct emails will be sent to not only all emails that are registered with Gymshark but will be sent to all university emails of the institutes who
direct marketing
are hosting the events. By using new emails provided by the university’s Gymshark are able to reach a wide demographic to what they have had before which hopes to lead to the success of the event with having more consumer exposure.
One of the main measurements used for the brand will be footfall in the HQ so with Gymshark offering the first 10 people each day who visit each
give-aways
HQ in their city the chance of winning free give-aways entices current and new consumers to visit and buy more once there.
The online advertisement that will be used prior during and after the event will be online and social media adverts. Gymshark heavily use
online advertisement
this already so continuing with what they already do well is key to keep enticing the consumer. The adverts will be included on all their social platforms, the website and even as banner cookies on platforms such as Youtube.
73
74
timeline
start of 2020.
jan
75
Influencers will take to adverse the start of the event happening next month. Plus the end of May will see the first billboard put up in front of the Intu to symbolise the happening of the event next month.
The continuance of the games at its peak. Advertisement will continue to happen on social media, direct mailing and the changing of the billboards in each city.
mar
may
feb
apr
“Battle of the Uni’s” sponsored varsity event that will begin in April on all social media platforms and the website.
Battle of the unis starts on the 9th of April in the city of Nottingham.
jun
The final varsity will be held on the 4th of June at Ashton university. This month will inform the winner of the games and which city will be receiving the first ever Gymshark campus store.
EVALUATE THE SUCCESS OF THE POPUP EVENT THROUGH THE AMOUNT OF LIKES And SALES HAS HAPPENED
REVIEW AND EVALUATE THE POP-UP FROM ADVERTISEMENT IN FEBUARY TO THE END OF THE OLYMPICS IN AUGUST. THIS WILL GIVE A DEPTH KNOWLEDGE OF HOW WELL THE BRAND HAS DONE.
jul
sep
EVALUATE THE FIRST MONTHS CAMPUS SHOP SUCCESS. THIS HOPES TO GIVE AN IDEA OF ITS FUTURE AND IF ITS GOING TO BE PROFIT BALE
nov
aug
oct
dec
the start of THE 2020 OLYMPICS IN TOKYO. HERE THE BRAND WILL MONITOR IF ITS CUSTOMER ENGAGEMENTS AND PROFITS INCREASE
Launch the permanent space for the winning city.
Launch the permanent space for the winning city.
Social MEDIA Campaign
The social media campaign will be titled “WEAREONEBRITAIN”. The battle of the Uni’s event has been designed to bring all different types of people together to celebrate one thing and that is each other. If a consumer is competing, voting or purchasing from the HQ the aim is to do something to play their part. The event foreshadows the United Kingdom playing in the biggest sporting games in the world to help bring the country together. The hashtag #WEAREONEBRITAIN represents not only the varsity but Gymshark’s aim of increasing current and new customers engagement in the brand. Although people and cities will be against each other in the varsity the end result is we are one country united for a global event.
#weareoneBritain
77
"27% of consumers were inspired by big sporting events to buy more sportswear". (mintel seasonal shopping spring/summer 2019)
the budget TASK
TASK UNIT PRICE
QUANTITY
COST
GIVEAWAYS
£10 X 70 PEOPLE PW
4
£1,200
8
£5,600
QUANTITY
COST
MEMORABILIA
BELLOW THE LINE direct marketing £300 PER MONTH
UNIT PRICE
banners
£2.00
1,600
£3,200
t-shirts
£4.50
1,600
£7,200
pop-up hq
SOCIAL MEDIA
N/A
N/A
£50,000
gymshark athletes
ANNUAL
ANNUAL
ANNUAL
EXCLUISVE DISCOUNTS
N/A
N/A
N/A
LOCATION (INTU STORE)
£329 X 7 DAYS
8
£102 X 7 DAYS AMBASSDOR (TEAM GB) £50,000
8 2
£18,424 £5,712 £100,000
ABOVE THE LINE BILLBOARDS
£300 PW X 2
DJ HIRE
8
£4,800
8 5000
£6,336
FLYERS
£792 £0.10
STAFF
£10
10 STAFF X 56 DAYS
£5,600
TOILETS
£0
£0
£0
SECRUITY GUARDS
£10
2 STAFF X 56 DAYS
£1,120
£329 X 7 DAYS
8
PHOTOGRAPHER
CLOTHING SAMPLES TO GIVE AWAY
£10
800
£8,000
DISPLAY PIECES
£10
60
£600
MEMORABILIA
SPONSOR EACH VARSITY SPACE
TOTAL KEY CHAINS
£0.80
800
£640
WATER BOTTLE
£2.00
1,600
£3,200
80
£500
£18,424 £240,556
Measuring and reviewing Metrics that will be used during and after the event: - Footfall at pop-up shop (HQ) - amount of views watched during the live events - Tickets sold for the events - amount of likes received on instagram and facebook posts. - amount of memorabilia purchased for each university - key measurement will be the people who sign their personal details in order to vote for their university. Most re-tweets, likes and name signed will win.
The above metrics have been chosen as it gives an overview of many different stages of the pop-up instead of just focusing on if Gymshark have sold a lot of memorabilia or clothing through sponsoring this event. Looking at how many new Instagrammers followers or the increase in post likes and re-tweets shows if the brand has fully engaged with its consumer. The above measurements review and answer the main question of how effective would a Gymshark physical space be with the designed demographic of 18-24 year old. In a society dedicated to their phones and always posting to stay connected making them come out to vote and watch a event shows the potential that Gymshark can have with its own experimental space.
81
“Instagram posts with at least one hashtag have 12.6% more engagement than those without�. (hubspot 2019)
conclusion
To conclude from identifying how the brand is currently performing and where it sits in the market the 3-year strategy has been implemented to help with its hopes of growing with the upcoming years. The communication plan that has been created has been specifically designed to help where the brand is currently struggling; Customer engagement. This was identified early on in the survey monkey with over 77% have heard of the brand but only 28% have actually purchased. Another key indicator the brand doesn’t connect as well with its customer is that majority of the interviews answered they would only buy the brand for its sales and not because of its quality. This three-year plan hopes to tackle that issue while expanding further with a physical experiential space for it customers to use and connect to the brand better. Through increasing customer engagement Gymshark will be able benefit from loyal dedicated consumers for how ever long they continue to stay innovative and current.
83
84
appendix 1
85
86
image referencing
Gymshark Ambassador Lifting @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BrtFdMunw34/ (Accessed Jan 2019)
Gymshark Ambassador @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Bkk90CoAnxG/ (Accessed Jan 2019)
Gymshark Ambassador Throwing a ball @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BllX0NiBSHZ/ (Accessed Jan 2019)
Gymshark Ambassador using weights @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BZmG_1ahtiR/ (Accessed Jan 2019)
Sweaty Betty Logo Unknown (online). Available at: https://www.sweatybetty.com/ (Accessed Jan 2019)
Gymshark Ambassador flexing @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Bpuj8yeng1t/ (Accessed Jan 2019) Gymshark Ambassador David Laid Gymshark (online). Available at: https://www.gymshark.com/blogs/athletes/david-laid (Accessed Jan 2019) Gymshark Ambassador flexing with weights. @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/ BrN8CMbHB3P/ (Accessed Jan 2019)
Physiq Apparel Logo Unknown (online). Available at: https://www.physiqapparel.com/ (Accessed Jan 2019)
Gymshark Logo Gymshark (online). Available at: https://uk.gymshark.com/ (Accessed Jan 2019)
Ivy Park Logo Unknown (online). Available at: https://en.wikipedia.org/wiki/Ivy_Park (Accessed Jan 2019) Pretty Little Things Logo Unknown (online). Available at: https://www.prettylittlething.com/ (Accessed Jan 2019) Under Armour Unknown (online). Available at: https://www.underarmour.co.uk/ (Acessed Jan 2019)
Ben Francis Unknown (online). Available at: https://www.bbc.co.uk/news/business-45246999 (Accessed Jan 2019) Youtube Logo Unknown (online). Available at: https://www.youtube.com/ (Accessed Jan 2019)
Lululemon Logo Unknown (online). Available at: https://www.lululemon.co.uk/ (Acessed Jan 2019)
Facebook Logo Unknown (online). Available at: https://www.facebook.com/ (Accessed Jan 2019)
New Balance Logo Unknown (online). Available at: https://www.newbalance.co.uk/ (Acessed Jan 2019)
Pinterest Logo Unknown (online). Available at: https://www.pinterest.co.uk/ (Accessed Jan 2019)
Adidas Logo Unknown (online). Available at: https://www.creativebloq.com/logo-design/how-adidaslogo-earned-its-stripes-11135390 (Accessed Jan 2019) Lululemon Yoga Unknown (online). Available at: http://pinosy.com/media/74590937555739221/ (Accessed Jan 2019) More Lululemon Yoga Unknown (online). Available at: https://info.lululemon.com/design/fabrics-technology/ hugged (Accessed Jan 2019) Nike IQ Unknown (online). Available at: https://www.nike.com/gb/en_gb/c/nikeid (Accessed Jan 2019)
Instagram Logo Unknown (online). Available at: https://www.instagram.com/ (Accessed Jan 2019) Twitter Logo Unknown (online). Available at: https://twitter.com/?lang=en-gb (Accessed Jan 2019) Gymshark Women @gymshark, Instagram, 2018 (online). Available at: (https://www.instagram.com/p/BZUEJMLAgeN/ (Accessed Jan 2019) Gymshark Group of Women @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/ Bdsxe2dh52M/ (Accessed Jan 2019) Reebok Pure Move Bra Unknown (online). Available at: https://gearjunkie.com/reebok-puremove-sports-bra (Accessed Jan 2019 Gymshark Flex Unknown (online). Available at: http://whitesimgq.pw/Squat-everyday-girl-gym-thick-tGirls-Yoga-pants-and.html (Accessed Jan 2019)
Nike Logo Unknown (online). Available at: https://www.nike.com/gb/en_ gb/?ref=https%253A%252F%252Fwww.google.co.uk%252F (Acessed Jan 2019)
Nike Trainning Unknown (online). Available at: https://www.pinterest.co.uk/jennybeanscott/ (Accessed Jan 2019)
Gymshark Ambassador @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BsbMDQlHRZ_/ (Accessed Jan 2019) Gymshark Ambassador @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BsdwvNpntWJ/ (Accessed Jan 2019)
Gymshark Logo Gymshark (online). Available at: https://www.pinterest.co.uk/ pin/489977634434262199/?lp=true (Accessed Jan 2019)
Gymshark Athletes @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/ BqQWquiHgAd/ (Accessed Jan 2019)
Gymshark Ambassador’s @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Br2tMEQn6Yv/ (Accessed Jan 2019)
Gymshark Nikki Blackketter @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BdTBJuKBnyc/ (Accessed Jan 2019)
Gymshark Ambassador’s @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Br--FCxHW9B/ (Accessed Jan 2019) Gymshark Leggings Gymshark (online). Available at: https://uk.gymshark.com/products/gymshark-flex-leggings-charcoal-marl-dusky-teal (Accessed Jan 2019) Gymshark Ambassador @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BTwxB8ngIm8/ (Accessed Jan 2019) Female Model Unknown (online). Available at: https://twitter.com/young_tinsley (Accessed Jan 2019) Female doing excerise Unknown (online). Available at: https://www.reddit.com/r/VSModels/comments/45ros3/ martha_hunt/ (Accessed Jan 2019)
Gymshark Couple @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BpphMYjnFlb/ (Accessed Jan 2019) Gymshark Ambassdors @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BsgVk4qHVid/ (Accessed Jan 2019) Gymshark Athlete at the gym @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BpCyoWZHoOY/ (Accessed Jan 2019) Gymshark Lady @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Bn1igvZBJlo/ (Accessed Jan 2019) Olympics Logo Unknown (online). Available at: https://en.wikipedia.org/wiki/Olympic_symbols (Accessed Jan 2019) Gymshark Ambassdor @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BnoV6URBXUT/ (Accessed Jan 2019)
Breakfast Unknown (online). Available at: https://www.eyeem.com/a/10868952 (Accessed Jan 2019) Sign Unknown (online). Available at: https://www.pinterest.co.uk/nnmajid/misk-instagrammable-spaces/ (Accessed Jan 2019) Female on holiday Unknown (online). Available at: http://somebodyhopes.tumblr.com/ (Accessed Jan 2019) Food Unknown (online). Available at: http://pikby.com/hashtag/indonesia%20food%20jakarta/ (Accessed Jan 2019) Man showing his body Unknown (online). Available at: https://www.pinterest.co.uk/alexalina20/ (Accessed Jan 2019) Steriods Unknown (online). Available at: https://www.wallpaper2018.org/lipo-6-black-hers-efectos-secundarios.html (Accessed Jan 2019) Weights Unknown (online). Available at: https://domain-status.com/www/musclepigs.com (Accessed Jan 2019) Male Unknown (online). Available at: https:// https://www.pinterest.co.uk/pin/3856911555789441 32/?lp=true (Accessed Jan 2019) Salmon with Avocado Unknown (online). Available at: vickyfuentes.com/portal/tag/gourmet/ (Accessed Jan 2019) Ocean Beach Unknown (online). Available at: https:// https://www.obeachibiza.com/ (Accessed Jan 2019)
Black App Icon Unknown (online). Available at: https://www.iconsdb.com/black-icons/square-ios-app-icon. html (Accessed Jan 2019) Gymshark Lads @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BkYGIBMhlir/ (Accessed Jan 2019) Pop-up Icon Unknown (online). Available at: https://www.kisspng.com/png-computer-icons-shoppingicon-design-retail-black-a-3612798/ (Accessed Jan 2019) Campus Shop Unknown (online). Available at: https://joeleriksson.com/eat-drink-shop-bcusu-birmingham-city-students-union.html (Accessed Jan 2019) Gymshark Pop Up Store Unknown (online). Available at: https://tipos-de-cancer.info/gymshark-shop.php (Accessed Jan 2019) Innovative Space Unknown (online). Available at: https://www.hyatt.com/en-US/hotel/texas/hyatt-regency-san-antonio-riverwalk/satrs (Accessed Jan 2019) Gymshark Store Walsh,P. (online). Available at: https://phoebewalsh.com/2017/07/30/gymshark-pop-up/ (Accessed Jan 2019) Innovative Store Unknown (online). Available at: https://interframemedia.com/pics/innovative-bedding-store-concept (Accessed Jan 2019) Missguided Store Unknown (online). Available at: http://nude-mannequins.co.uk/portfolio-item/missguided (Accessed Jan 2019)
White Store Unknown (online). Available at: https://www.bilderbeste.com/foto/space-pop-up-store-interior-design-3f.html (Accessed Jan 2019) Gymshark Store Unknown (online). Available at: themorrisonline.co.uk/travel-2/paris-recap-la-boutiquegymshark-a-near-death-experience-and-that-viral-picture/ (Accessed Jan 2019) Store Unknown (online). Available at: www.locateoffice.com/default.php (Accessed Jan 2019) Gymshark Ambassador Ryan Terry Gymshark (online). Available at: https://www.gymshark.com/blogs/athletes/ryan-terry (Accessed Jan 2019) Gymshark Nikki Blackketter Gymshark (online). Available at: https://www.gymshark.com/blogs/athletes/nikki-blackketter (Accessed Jan 2019) Team GB Girl Unknown (online). Available at: https://www.telegraph.co.uk/gymnastics/2017/09/30/amytinkler-happy-taking-worlds-best-injury/ (Accessed Jan 2019) Team GB Boy Unknown (online). Available at: https://metro.co.uk/2016/08/09/who-the-hell-is-that-guynext-to-dan-goodfellow-6057307/ (Accessed Jan 2019) Gymshark Ladies Unknown (online). Available at: https://www.pinterest.co.uk/ pin/35817759522567207/?lp=true (Accessed Jan 2019) Gymshark Group Fun Unknown (online). Available at: http://ww9.onvacations.co/gymshark-australia-pop-up/ (Accessed Jan 2019) Gymshark Ryan Terry @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Bkf1FT_ Af8t/ (Accessed Jan 2019) Battle Icon Unknown (online). Available at: https://uk.wikipedia.org/wiki/Файл:Battle_icon_gladii.svg (Accessed Jan 2019) Varsity Unknown (online). Available at: https://medical-tests-explained.info/pics/st-mens-rugbysseason (Accessed Jan 2019) Gymshark Store Walsh,P. (online). Available at: https://phoebewalsh.com/2017/07/30/gymshark-pop-up/ (Accessed Jan 2019) 7 Days Logo Unknown (online). Available at: https://twitter.com/SABCatholic/status/994298089790885888 (Accessed Jan 2019) Tokyo Olympics Unknown (online). Available at: https://piknu.com/u/unbloomfotografie/following (Accessed Jan 2019) Love Heart Unknown (online). Available at: https://de.shopware.com/news/community-day/2018/ (Accessed Jan 2019) Running Icon Unknown (online). Available at: https://jumpinfun.co.uk/ (Accessed Jan 2019)
Calender Icon Unknown (online). Available at: academy7.ir/tag/شزومآ/page/15/ (Accessed Jan 2019) Calender Icon Unknown (online). Available at: https://www.iconfinder.com/icons/571908/degree_diploma_grid_master_project_uni_university_icon (Accessed Jan 2019) Winner Unknown (online). Available at: https://kitchendecor.club/files/adobe-photoshop-sports-templates.html (Accessed Jan 2019) Bottle Unknown (online). Available at: www.relatiegeschenkenmakers.nl/100-recyclebare-kunststof-drinkfles- (Accessed Jan 2019) Key Chain Unknown (online). Available at: https://www.articolipubblicitari.it/gadget-portachiavi-economici/ portachiavi-logo-pb-35012.html (Accessed Jan 2019) Varsity Photo Unknown (online). Available at: https://www.ntu.ac.uk/about-us/news/news-articles/2017/05/ notts-varsity-womens-basketball-fall-after-valiant-effort (Accessed Jan 2019) Varsity Cover Unknown (online). Available at: https://www.indiabethel.org/gallery/student-union-football-squad (Accessed Jan 2019) Gymshark Outfit Unknown (online). Available at: https://www.pinterest.co.uk/pin/508203139194268861/?lp=true (Accessed Jan 2019) Gymshark Mens Outfit Unknown (online). Available at: https://uk.gymshark.com/ (Accessed Jan 2019)
Gymshark Lady Unknown (online). Available at: https://5qg9ibt1a6.com/rjeesq1u1x?key=0f22c1fd609f13cb7947c8cabfe1a90d&psid=14394139 (Accessed Jan 2019) Intu Space Unknown (online). Available at: https://en.tripadvisor.com.hk/LocationPhotoDirectLink-g19 0793-d260653-i268666985-MetroCentre- (Accessed Jan 2019) Varsity Unknown (online). Available at: https://ntusport.blog/2018/04/23/10-ways-to-go-varsitypink/ (Accessed Jan 2019) Campus Shop Unknown (online). Available at: https://joeleriksson.com/eat-drink-shop-bcusu-birmingham-city-students-union.html (Accessed Jan 2019) Gymshark Lads @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BkYGIBMhlir/ (Accessed Jan 2019) Intu Billboard Unknown (Online). Available at: https://www.tripadvisor.com/LocationPhotoDirectLink-g186356-d8457906i151879466-Intu_Victoria_Centre-Nottingham_Nottinghamshire_England.html (Accessed Jn 2019)
Customer Engagement Unknown (online). Available at: https://www.iconfinder.com/icons/2118443/customer_engagement_retention_return_returning_visitor_icon (Accessed Jan 2019) Wifi icon Unknown (online). Available at: https://www.freepik.com/free-icon/wifi_696443.htm (Accessed Jan 2019)
refrences
Gymshark Groups Unknown (online). Available at: www.utaunhp.info/lsny/02/gymshark-returns-us/ (Accessed Jan 2019) UK Icon Unknown (online). Available at: https://www.youtube.com/channel/UCY0s3lKtxu-SInXJdWR8q9Q (Accessed Jan 2019) Varsity Unknown (online). Available at: https://www.brandshoesstore.com/product_info. php?c=varsity%20catalog%202015 (Accessed Jan 2019) Gymshark Family @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Bhj3LusACu9/ (Accessed Jan 2019) Gymshark Girl @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/BpccE4fnP80/ (Accessed Jan 2019) Gymshark Boy @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Bs08Bzxnu8r/ (Accessed Jan 2019) Gymshark Squad @gymshark, Instagram, 2018 (online). Available at: https://www.instagram.com/p/Bb2VqPcB2kw/ (Accessed Jan 2019)
Barry, J.2018 (n.d.). Streetshark: From the gym to the streets. [ebook] Available at: https://en.calameo.com/ read/00550094957453dd08951. [Accessed Jan 2019] BBC News. (2018). The 26-year-old with a ÂŁ100m sportswear brand. [online] Available at: https://www.bbc. co.uk/news/business-45246999[Accessed Jan 2019] Ben Woods (2018). Gymshark to work out next move after tripling sales. [online] The Telegraph. Available at: https://www.telegraph.co.uk/business/2018/08/19/gymshark-work-next-move-tripling-sales/[Accessed Jan 2019] Berden, B. (2019). Protective Performance Apparel. [online] Protective Performance Apparel | LS:N Global. Available at: https://www.lsnglobal.com/micro-trends/article/23381/protective-performance-apparel[Accessed Jan 2019] Best Companies. (2019). Gymshark Company Profile | Best Companies. [online] Available at: https://www.b.co.uk/company-profile/?gymshark-102939. [Accessed Jan 2019] Bhasin, H. (2018). SWOT analysis of Nike - In depth Nike SWOT analysis. [online] Marketing91. Available at: https://www.marketing91.com/swot-nike/[Accessed Jan 2019] Borek, S. (2013). Lululemon - A company without a mission statement. [online] EndGameBusiness. Available at: http://endgamebusiness.com/lululemon-a-company-without-a-mission-statement/.[Accessed Jan 2019] Bush, T. (2016). A PESTLE Analysis of Nike. [online] PESTLE Analysis. Available at: https://pestleanalysis. com/pestle-analysis-of-nike/[Accessed Jan 2019] Butler, S. (2018). UK fashion sales slide as women spend on gym and restaurants. [online] the Guardian. Available at: https://www.theguardian.com/business/2018/may/25/uk-fashion-sales-slide-women-gym-arestaurants. [Accessed Jan 2019] Claire, M. (2018). Brilliant sportswear brands that'll have you running to the gym. [online] Marie Claire. Available at: https://www.marieclaire.co.uk/fashion/shopping/new-sports-brands-to-know-now-65026[Accessed Jan 2019] En.wikipedia.org. (n.d.). Varsity match. [online] Available at: https://en.wikipedia.org/wiki/Varsity_ match[Accessed Jan 2019] Facebook for Business. (2019). Gymshark. [online] Available at: https://www.facebook.com/business/success/instagram/2-gymshark [Accessed Jan 2019] Flux Trends. (2019) (n.d.). The Female Fitness Market - Flux Trends. [online] Available at: http://www.fluxtrends.com/the-female-fitness-market/[Accessed Jan 2019]
Bibliography
Forbes. (n.d.). Ben Francis. [online] Available at: https://www.forbes.com/profile/ben-francis/#12b1346d2429[Accessed Jan 2019] Frue, K. (2016). PESTLE Analysis of Adidas. [online] PESTLE Analysis. Available at: https://pestleanalysis. com/pestle-analysis-adidas/ [Accessed Jan 2019] Imagine Express. (2017). How effective is billboard advertising? - Imagine Express. [online] Available at: http://imagine-express.com/billboard-advertising-effective/[Accessed Jan 2019] Keay, L. (2018). Owner of sportswear giant Gymshark was just 19 when he started making clothes in his parents' garage while working as a pizza delivery driver and just seven years later has a £100m turnover. [online] Dailymail.co.uk. Available at: https://www.dailymail.co.uk/news/article-6227737/Gymshark-owner-entrepreneur-Ben-Francis-26-Birmingham-tells-story.html[Accessed Jan 2019] MarketLine. (2018) Gymshark is A Prime Example Of Millennial marketing Done Right, Verdict Retail. [online] Available at: https://www.retail-insight-network.com/comment/gymshark-prime-example-millennial-marketing-done-right/ [Accessed Jan 2019] Osman, M. (2018). 18 Instagram Stats Every Marketer Should Know for 2018. [online] Sprout Social. Available at: https://sproutsocial.com/insights/instagram-stats/. [Accessed Jan 2019] Partington, R. (2018). How has Brexit vote affected UK economy? October verdict. [online] the Guardan. Available at: https://www.theguardian.com/business/2018/oct/24/how-has-brexit-vote-affected-uk-economy-october-verdict [Accessed Jan 2019] Rider, S. (2018). Gymshark Founder Aims to Be UK’s Answer to Nike and Adidas | Welltodo. [online] Welltodo. Available at: https://www.welltodoglobal.com/gymshark-founder-aims-to-be-uks-answer-to-nike-and-adidas/ [Accessed Jan 2019] Santamaria, B. (2018). Gymshark explores growth options after sales triple. [online] FashionNetwork.com. Available at: https://uk.fashionnetwork.com/news/Gymshark-explores-growth-options-after-sales-triple,1006223.html#.XEpQX1z7SUn [Accessed Jan 2019] The Conversation. (2017). More businesses are trying mobile apps to lure and keep consumers. [online] Available at: https://theconversation.com/more-businesses-are-trying-mobile-apps-to-lure-and-keep-consumers-88684 [Accessed Jan 2019] Trentstudents.org. (2019). Nottingham Trent Students' Union. [online] Available at: https://www.trentstudents.org/top-navigation/your-sport/notts-varsity/previous-varsity-results [Accessed Jan 2019] Wee, J. (2018). Marketing Strategy and Planning for Gymshark – Jolyn Wee – Medium. [online] Medium. Available at: https://medium.com/@jolynwee/marketing-strategy-and-planning-for-gymshark-c0c35ac93145 [Accessed Jan 2019] www.statista.com. (n.d.). Nike - Statistics & Facts. [online] Available at: https://www.statista.com/topics/1243/nike/. [Accessed Jan 2019]
Anon, 2017. Consumer appetite for athleisure is driving M&A interest. M2 Presswire, p.26. [Accessed 09/01/2019] Anon, 2018. Black Fiday, red margins. Investors Chronicle, p.67. [Accessed 09/01/2019] Barry, J. (n.d.). Streetshark: From the gym to the streets. [ebook] Available at: https://en.calameo.com/ read/00550094957453dd08951.[Accessed 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 Jan 2019] Ben Woods (2018). Gymshark to work out next move after tripling sales. [online] The Telegraph. Available at: https://www.telegraph.co.uk/business/2018/08/19/gymshark-work-next-move-tripling-sales/ [Accessed Jan 2019] Bengualid, K. (2018). 15 Fitness Ecommerce Empires: Beyond Bodies into Growing Global Brands. [online] Shopify Plus. Available at: https://www.shopify.com/enterprise/fitness-ecommerce-websites. [Accessed Jan 2019] Berden, B. (2019). Protective Performance Apparel. [online] Protective Performance Apparel | LS:N Global. Available at: https://www.lsnglobal.com/micro-trends/article/23381/protective-performance-apparel Best Companies. (2019). Gymshark Company Profile | Best Companies. [online] Available at: https://www.b. co.uk/company-profile/?gymshark-102939. [Accessed Jan 2019] Bhasin, H. (2018). SWOT analysis of Nike - In depth Nike SWOT analysis. [online] Marketing91. Available at: https://www.marketing91.com/swot-nike/ [Accessed Jan 2019] Borek, S. (2013). Lululemon - A company without a mission statement. [online] EndGameBusiness. Available at: http://endgamebusiness.com/lululemon-a-company-without-a-mission-statement/. [Accessed Jan 2019] Bush, T. (2016). A PESTLE Analysis of Nike. [online] PESTLE Analysis. Available at: https://pestleanalysis. com/pestle-analysis-of-nike/ [Accessed Jan 2019] Butler, S. (2018). UK fashion sales slide as women spend on gym and restaurants. [online] the Guardian. Available at: https://www.theguardian.com/business/2018/may/25/uk-fashion-sales-slide-women-gym-arestaurants [Accessed Jan 2019] Claire, M. (2018). Brilliant sportswear brands that'll have you running to the gym. [online] Marie Claire. Available at: https://www.marieclaire.co.uk/fashion/shopping/new-sports-brands-to-know-now-65026 [Accessed Jan 2019] Cooper, P. (2018). Social Media Advertising Stats that Matter to Marketers in 2018. [online] Hootsuite Social Media Management. Available at: https://blog.hootsuite.com/social-media-advertising-stats/ [Accessed Jan 2019] En.wikipedia.org. (n.d.). Varsity match. [online] Available at: https://en.wikipedia.org/wiki/Varsity_match [Accessed Jan 2019]
Facebook for Business. (2019). Gymshark. [online] Available at: https://www.facebook.com/business/success/ instagram/2-gymshark [Accessed Jan 2019] Flux Trends. (n.d.). The Female Fitness Market - Flux Trends. [online] Available at: http://www.fluxtrends. com/the-female-fitness-market/ [Accessed Jan 2019] Flux Trends. (n.d.). The Female Fitness Market. [online] Available at: http://www.fluxtrends.com/the-female-fitness-market/ [Accessed Jan 2019] Forbes. (n.d.). Ben Francis. [online] Available at: https://www.forbes.com/profile/ben-francis/#12b1346d2429 [Accessed Jan 2019] Frue, K. (2016). PESTLE Analysis of Adidas. [online] PESTLE Analysis. Available at: https://pestleanalysis. com/pestle-analysis-adidas/ [Accessed Jan 2019] Gilliland, N. (2018). Are people buying on social media? – Econsultancy. [online] Econsultancy. Available at: https://econsultancy.com/what-stops-consumers-from-buying-on-social/ [Accessed Jan 2019] Hainla, L. (2018). 21 Social Media Marketing Statistics You Need to Know in 2018. [online] Dreamgrow. Available at: https://www.dreamgrow.com/21-social-media-marketing-statistics/. [Accessed Jan 2019] Imagine Express. (2017). How effective is billboard advertising? - Imagine Express. [online] Available at: http://imagine-express.com/billboard-advertising-effective/ [Accessed Jan 2019] Keay, L. (2018). Owner of sportswear giant Gymshark was just 19 when he started making clothes in his parents' garage while working as a pizza delivery driver and just seven years later has a £100m turnover. [online] Dailymail.co.uk. Available at: https://www.dailymail.co.uk/news/article-6227737/Gymshark-owner-entrepreneur-Ben-Francis-26-Birmingham-tells-story.html [Accessed Jan 2019] L&F Capital Management (2018). Lululemon: How High Is Too High?. [online] Seeking Alpha. Available at: https://seekingalpha.com/article/4186213-lululemon-high-high [Accessed Jan 2019] Marketing Week. (2018). How Gymshark mastered Instagram to drive instant sales. [online] Available at: https://www.marketingweek.com/2018/10/11/gymshark-instagram-black-friday-sales/ [Accessed Jan 2019] MarketLine. (2018) Gymshark is A Prime Example Of Millennial marketing Done Right, Verdict Retail. [online] Available at: https://www.retail-insight-network.com/comment/gymshark-prime-example-millennial-marketing-done-right/ [Accessed Jan 2019] MBA Skool. (n.d.). Lululemon Athletica SWOT Analysis Competitors & USP. [online] Available at: https:// www.mbaskool.com/brandguide/lifestyle-and-retail/4646-lululemon-athletica.html [Accessed Jan 2019] Osman, M. (2018). 18 Instagram Stats Every Marketer Should Know for 2018. [online] Sprout Social. Available at: https://sproutsocial.com/insights/instagram-stats/. [Accessed Jan 2019] Partington, R. (2018). How has Brexit vote affected UK economy? October verdict. [online] the Guardian. Available at: https://www.theguardian.com/business/2018/oct/24/how-has-brexit-vote-affected-uk-economy-october-verdict [Accessed Jan 2019]
Resnick, N. (2018). How to Create a Ecommerce Brand like Gym Shark | Sourcify. [online] Sourcify. Available at: https://www.sourcify.com/create-ecommerce-brand-gym-shark/. [Accessed Jan 2019] Rider, S. (2018). Gymshark Founder Aims to Be UK’s Answer to Nike and Adidas | Welltodo. [online] Welltodo. Available at: https://www.welltodoglobal.com/gymshark-founder-aims-to-be-uks-answer-to-nike-andadidas/ [Accessed Jan 2019] Santamaria, B. (2018). Gymshark explores growth options after sales triple. [online] FashionNetwork.com. Available at: https://uk.fashionnetwork.com/news/Gymshark-explores-growth-options-after-sales-triple,1006223.html#.XEpQX1z7SUn [Accessed Jan 2019] The Conversation. (2017). More businesses are trying mobile apps to lure and keep consumers. [online] Available at: https://theconversation.com/more-businesses-are-trying-mobile-apps-to-lure-and-keep-consumers-88684 [Accessed Jan 2019] Trentstudents.org. (2019). Nottingham Trent Students' Union. [online] Available at: https://www.trentstudents.org/top-navigation/your-sport/notts-varsity/previous-varsity-results [Accessed Jan 2019] Wee, J. (2018). Marketing Strategy and Planning for Gymshark – Jolyn Wee – Medium. [online] Medium. Available at: https://medium.com/@jolynwee/marketing-strategy-and-planning-for-gymshark-c0c35ac93145 www.statista.com. (n.d.). Nike - Statistics & Facts. [online] Available at: https://www.statista.com/topics/1243/nike/. [Accessed Jan 2019] www.statista.com. (n.d.). Topic: lululemon athletica. [online] Available at: https://www.statista.com/topics/2975/lululemon-athletica/ [Accessed Jan 2019]