GYMSHARK by Lizzie Connors https://padlet.com/lizzieconnors18/q70h5b4w3lds en-us 2018-10-19 10:44:28 UTC 2025-11-02 08:54:26 UTC hello@padlet.com What is Gymshark? lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/302054553 Gymshark is a fitness apparel & accessories brand, manufacturer and online retailer based in the United Kingdom, supported by over 7 million highly engaged social media followers and customers in 131 countries. It was founded by then teenager Ben Francis in 2012, and has an expected turnover of £100 million this year (BBC News, 1/10/18).    New gymshark idea
 
Blue ocean theory:
Build up gymshark- have gyms, their ambassardors in different gyms and PTs, the clothing, gym equipment all as one package 
]]> 2018-11-08 14:04:20 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/302054553 Definition of market / STP lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/302518780 3. Positioning:

]]> 2018-11-09 12:27:17 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/302518780 Consumer trends lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304970461 Research from PWC (2017) shows there are 52% of global shoppers who prefer to research purchases online, while in total of worldwide, there are 28% of global shoppers purchased all or most of theirs clothing and footwear online for the past 12 months. Gymshark's demographic (millennial) follow brands on at least one social media such as Facebook, YouTube, Instagram, or Twitter. Millennial have a reputation for doing everything with their smartphones (Kestenbaum, 2017). Millennials experience social media, technology, and socialization, advertising, and personal consciousness as almost seamlessly integrated.

]]> 2018-11-15 18:54:31 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304970461 External environment analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304970661 Macro- PESTEL
1. Political 
According BBC (2013), the UK government has designed a campaign “Change4life” to boost the number of people having an active and healthy lifestyle positively. By signing up to Change4life online, families will receive a compilation of healthy recipe with ideas for daily menu. The UK government vigorously promotes healthy living lifestyle; therefore, this is a good opportunity for Gymshark in operating in the fitness industry.


]]> 2018-11-15 18:54:52 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304970661 Definition of market/ STP lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304981699 1. Segmentation:
  • Demographic: Gymshark's target audience profile is both female and male, 18- 25 years of age in the middle class located in Uk, US, Australia and other western societies.
  • Psychographic: their lifestyle tends is very active, regularly participating in sport or going to the Gym.
  • Behavioural: aim to achieve self-esteem under Maslow hierarchy of needs.
]]> 2018-11-15 19:14:28 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304981699 Definition of market /STP lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304982365 2. Targeting:
  •  Segment size: according to Leisure DB, 2017, in the UK there are 9.7 million gym users.
  • Segment growth:  By the end of March 2017, there was an increase of 4.6% in the number of fitness facilities, 5.1% in the number of members and 6.3% in market value. http://www.leisuredb.com/blog/2017/5/5/2017-state-of-the-uk-fitness-industry-report-out-now
  • Strategy formulation: Gymshark use a differentiated segmentation strategy, as they have carefully thought out their target audience and how to influence them.

]]> 2018-11-15 19:15:33 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304982365 External environment analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304989038 Macro- PESTEL
2. Economy
According to PWC 2018, Uk growth is to remain around 1.3% in 2018 and rise to 1.6% in 2019 and service sector growth should remain modest but positive in 2019.

]]> 2018-11-15 19:26:23 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304989038 External environment analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304997446 Macro- PESTEL
3. Social
Residents of the UK enjoy a standard of living comparable with those in other developed countries. Decades of solid economic growth have helped in the development of robust social infrastructure. The UK’s education and health care delivery systems rank among the best in the world. The UK’s government is focused on improving income inequality. Hence, Gymshark could grab this opportunity to expand the market size. ]]> 2018-11-15 19:40:40 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/304997446 External environment analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305001132 Macro- PESTEL
4. Technology
A report shows that there are 38 million active social media users in the United Kingdom, which 59% of its total population (Rose, 2017). Among all the various social media channels, Facebook is the most used channels with a 32 million user account in the United Kingdom with an age range of 20 to 40 year old as the most frequent user (Rose, 2017). Gymshark have used this opportunity through their social media influencers and ambassadors to endorse the brand on social media, to a mass following base.

]]> 2018-11-15 19:47:40 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305001132 External environment analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305004195 Macro- PESTEL
5. Environment
In UK, consumers are seen to be spending more towards environmental-friendly product alternative some examples are eco-friendly vehicle, energy efficient appliances, and organic food. All companies operating in the industry to consider how big their carbon footprint is (Applebaum,2016). Organisation producing sports clothing should avoid heavy metals and environmental friendly raw material. 
Generally, this serves as a great opportunity for Gymshark, as production of sport wear to be more environmentally friendly compared to other forms of sport apparel with this advantage Gymshark could attract more potential customer. ]]> 2018-11-15 19:53:19 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305004195 External environment analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305006607 Macro - PESTEL
6. Legal
Majority of clothing companies ignore ethical practices when producing their products and outsource to third world countries. Therefore, cloth manufacture companies should participate in their manufacturing process, thereby taking into consideration that wages must be comparable with local standards, environment friendly and employee safety. ]]> 2018-11-15 19:58:32 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305006607 Competitor analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305014325 Physiq Apparel 
  • Products: for men they have tank tops, hoodies & Jackets, shorts, T-shirt. For women they have seamless hoodies, tank tops, t-shirts, sports crops and leggings 
  • Strength: they have unique stretch-fit fabric and zip pocket with light weight zippers on their trousers.

]]> 2018-11-15 20:15:24 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305014325 Competitor analysis lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305021501 Athleta
  • Products: For women they have yoga, gym & training, run, travel, hike, tennis & golf. They don't have a clothing line for men. 
  • Strength: They targeting narrowly in the apparel market. A concentrated (niche) marketing strategy to attract only female consumer.

]]> 2018-11-15 20:32:52 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305021501 SWOT analysis of gymshark lizzieconnors18 https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305024512 2018-11-15 20:40:04 UTC https://padlet.com/lizzieconnors18/q70h5b4w3lds/wish/305024512