The global sports apparel market is still growing fast as it benefits from an increasing number of people that want to have a healthier daily lifestyle. Here is a quick overview of the impact of this growth on the number of fitness club members ( IHRSA, 2020).
Ben Francis and Lewis Morgan were going to the gym very often and as a student, they could not afford to buy technical gym brands, which were very expensive at that time. Indeed, they decided to create their sports clothing brand, GymShark in 2012 in the United Kingdom.
Everything started in a garage with a screen-printing operation, it is now one of the fastest-growing brands in fitness. GymShark has been able to stand out easily from other sports brands due to lots of specificities of their products, for example; flattering style. This is a very attractive « feature » for consumers as it allows the product to flatter and enhance specific muscle groups, while its « armor-like » second-skin fit follows the contours of the body, allowing effortless movement for a workout.
The main conviction of GymShark, has Ben Francis says in several interviews, GymShark is not only about selling t-shirt and short, but it is also about to sell a whole mindset, a new way of life, and this message is the strength of GymShark, this is why now more and more people are buying this brand rather than others, on the market for dozens of years.
« The Vital Seamless Long Sleeve T-Shirt has been strategically engineered to ensure you look, feel, and move at your best throughout training, with muscle-shaping patterns, anti-sweat technology, and a high-stretch material hybrid. This is the top you’ll train in, sweat in, and perform in. » (GymShark, 2020)
To best define GymShark it is a fitness apparel and accessories brand, manufacturer, and online retailer. Their great and fast success did not happen by chance. GymShark is a visionary brand, that is selling a mindset of sport, by creating high quality and innovative product, helping people achieve their full potential by improving self-confidence. Thanks to lots of work, they have differentiated themselves in the sportswear market by creating a niche. Ben Francis and Lewis Morgan, have been able to create a brand that is fashionable and at the same time has innovative products.
The logo is as impacted as the tagline « be a visionary ». With a very simple design but with a strong message, much more complex when approached with more details that reflect the technical aspect of each GymShark’s product (Dudley-Smith, 2020).
GymShark is not only visionary by their tagline of the feature of their product, but also it was the first brand to use influencer marketing by partnering with social media influencer, which is another key element of the great success of GymShark (OSBORN, 2020).
References:
Dudley-Smith, C. (2020). Gymshark Marketing and Communication Strategy. Retrieved 2 November 2020, from https://issuu.com/cdudleysmith/docs/gymshark-_cds
GymShark (2020) VITAL SEAMLESS LONG SLEEVE T-SHIRT - TEAL MARL. Retrieved from https://row.gymshark.com/products/gymshark-vital-seamless-long-sleeve-t-shirt-teal-marl
IHRSA. (June 26, 2020). Number of members in health and fitness clubs worldwide from 2009 to 2019 (in millions) [Graph]. In Statista. Retrieved November 01, 2020, from https://www-statista-com.skema.idm.oclc.org/statistics/275065/members-of-health-and-fitness-clubs-worldwide/
OSBORN, J. (2020). Why Gymshark is the UK's Fastest Growing Company | Man of Many. Retrieved 2 November 2020, from https://manofmany.com/fashion/why-gymshark-is-the-uks-fastest-growing-company
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