Marketing in the news
I found an article about Gymshark and their marketing technique. I was interested in this article because I am very into going to the gym and I look for new types of active wear for myself quite often and get a lot of ads for active wear.
Gymshark is becoming a very big brand due to the quality and price of their product. Gymshark has skyrocketed even further by using social media gym and other influencers to advertise their product. At first the company was choosing more attractive models to show off the product and give off the idea that if you wore their product it would make you look and feel better in the gym. Gymshark is now starting to get a monopoly and making non-active wear products and making the products much more accessible, so now it comes off that if you do not have one of their products, you are out of style and makes you want to be in style and purchase their product. Now with ticktok being so viral, it is much easier to pay slightly popular people on social media to promote their product and as the viewer you see all of these people with this product and it makes you dying to get yourself something that says "Gymshark" or has their logo.
Gymsharks value proposition is "Athletic Apparel: High-quality athletic and fitness wear. – Trendy Designs: Stylish and on-trend designs. – Affordable Pricing: Competitive and accessible pricing."
Gymshark is constantly adapting to new marketing techniques. The company started out very small and built up by following the trends of new marketing strategies, they found that finding influencers to advertise their product is the most efficient and it has been in their favor. Gymshark has been on the upcoming and they are still flourishing as a company.
Gymshark has and still has a challenge of battling to grow due to the giants in the sportswear business. The only way that Gymshark is staying alive is due to the low affordable prices while still providing quality.
Gymshark stands out because they do everything in their power to get everyone to see their logo. Its very sleek and easy but it is very well known. They have done this by giving out free items to influencers so they are more inclined to advertise the product.
I would say that this technique has been working very well in their favor and it is still working greatly for the company and I foresee that they will continue to grow and become one of the athletic clothing giants such as Nike.
If I were the product manager I would go out of my way to sponsor bigger organizations with free clothes to get the logo out there more, which I know is expensive. I would donate Gymshark clothes to philanthropies, colleges, and schools.
I learned while reading this article that Gymshark started with a much smaller budget, and they still are on one, but although they were a smaller company, they found out the marketing strategy for this day and age and it helped their company flourish. This showed me how if I can learn and adapt to new markets and figure out the best way to advertise, even with a small budget, I could make mine, or anyones company be the best that it could be without dumping loads of money into online useless ads.
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