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Table of Contents

1.0 Introduction ........................................................................................................................ 2


2.0 External Analysis .............................................................................................................. 2
2.1.0 Macro-PESTEL .............................................................................................................. 2
2.1.1 Political ........................................................................................................................ 2
2.1.2 Economy ..................................................................................................................... 3
2.1.3 Social ........................................................................................................................... 4
2.1.4 Technology ................................................................................................................. 4
2.1.5 Environment ............................................................................................................... 4
2.1.6 Legal ............................................................................................................................ 5
2.2.0 Micro-Porter’5 forces .................................................................................................... 5
2.2.1 Threat of new entry ................................................................................................... 6
2.2.2 Threat of substitution ................................................................................................ 6
2.2.3 Buyer power ............................................................................................................... 7
2.2.4 Supplier power ........................................................................................................... 7
2.2.5 Competitive rivalry ..................................................................................................... 8
3.0 Analysis of the competitive environment ...................................................................... 8
3.1 Competitors map – Center, first and second outer ring .......................................... 9
3.2 Competitors analysis .................................................................................................. 10
3.3 Segmentation, Targeting, Positioning...................................................................... 10
3.3.1 Segmentation- Demographic ............................................................................. 10
3.3.2 Targeting- Differentiated marketing .................................................................. 11
3.3.3 Positioning Map .................................................................................................... 11
4.0 Analysis of customers .................................................................................................... 12
4.1 Need Recognition ....................................................................................................... 13
4.2 Information Search ..................................................................................................... 13
4.3 Evaluation of Alternatives .......................................................................................... 14
4.4 Purchase Decision ...................................................................................................... 14
4.5 Post Purchase Evaluation ......................................................................................... 14
5.0 Internal analysis – 7Ps, 7S Model, Value Chain. ...................................................... 15
6.0 Summary of current position ......................................................................................... 16
6.1 SWOT analysis ............................................................................................................ 16
7.0 Reference list .................................................................................................................. 18

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1.0 Introduction
Gymshark is founded by Ben Francis in 2012 together with his friends while still at
university. Currently this business is together led by the business partner Steve
Hewit, Steph Green, Dave Parry, Paul Richardson and Richard Chapple.

Gymshark is a very well-known online gym apparel company in the fitness industry.
The company has a diverse selection of gym clothes for both men and women,
including stringers, tank tops, T-shirts, pants, hoodies, shorts, and leggings.
Gymshark has been recognized as the fastest growing and biggest brand in gym
apparel in the UK. From the beginning they have seen rapid growth and an ever
expanding quality customer base. According Gymshark (2017), Gymshark has
reached one of the incredible milestones which is the company have officially sent
out 1 million of orders.

In additional, Gymshark started to connect with some Youtubers and Instagrammers


that wearing theirs clothes (Brusin, 2016). Gymshark has sponsored 18 top global
Youtubers, Instagrammers and bloggers with a combined social median following of
20 million.

The background of Gymshark and customer engagement is slightly unique compare


to other retailers. Gymshark has focused employing ambassadors who have large
social media followers. The sponsorship about Gymshark is not only about the
athlete, it is also about how people can positively influence others (Gymshark, 2017).

2.0 External Analysis

2.1.0 Macro-PESTEL
In the first place, PESTEL analysis is a framework for marketer to analyze and
screen the external marketing environment. It assesses the macro environment
factors of an industry and improves in decision making.

There are 6 different types of environmental influence in PESTEL framework which


is political, economic, social, technological, environmental, and legal.

2.1.1 Political
Operates in the fitness industry should comply with certain political guidelines to
assure the business is operating in a legal way. In the event that UK has strong
democratic traditions. UK is great in respect for human rights and civil liberties, and
the public sector is transparent and accountable. For example, in the 2015 general

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election David Cameron secured a narrow Conservative majority in the Commons.
The result seemed to signal the resumption of ‘normal service’ for peacetime
government in Britain (Dunleavy, 2017).

So, what are the factors have affected the industry? 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.

2.1.2 Economy
The UK economy expanded 0.3 percent on quarter in the three months to June of
2017, unrevised from the second estimate of GDP and following an upwardly revised
0.3 percent expansion in the earlier period. Fixed investment was the main driver of
growth while household expenditure rose at a slower pace. From the production side,
the services industries were the only positive contributions to output GDP growth
(Trading Economic, 2017).

(Trading Economic, 2017)

The country boasts of high per capita GDP and a favorable investment climate, but
the government has been challenged by a high deficit and debt, which has forced it
to curtail spending. The government cut corporate tax in a bid to spur growth, but the
economy continues to struggle due to stagnant growth and a banking sector that
remains vulnerable due to its exposure to Europe.

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2.1.3 Social
The social-cultural factors tell us that the group of elderly people over the world is
increasing. There are more people of higher age are actively going to exercise to
keep themselves in healthy condition.

In UK, healthcare system is one of the most successful social ventures in the world.
This is due to the presence of advanced healthcare infrastructure and private sector
involvement. High expenditure on health industry helped to maintain the quality and
efficiency.

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 (Taylor et al, 2012). Hence, Gymshark could grab
this opportunity to expand the market size.

2.1.4 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).

As a result, this is an opportunity for Gymshark to utilise of the Facebook platform to


reach out to its target audience more effectively. By using Facebook analytics tools,
it would be very easy to monitor the result and feedback from the consumer.

2.1.5 Environment
The environmental factors have increased significantly in importance over the last
few decades. 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.

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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.

2.1.6 Legal
The legal system in the UK is organized, transparent, and efficient. This makes for
an environment that is conducive to business, as legislation is passed in a practical
manner, keeping all stakeholders in mind. At the same time, this legislation is
enforced in a fair manner by several agencies set up for monitoring areas.

According Cross (2017), the clothing industry has generated more than $250 billion
each year world-wide, with this huge amount at stake, most of the company tempting
to ignore the ethical practice. 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.

2.2.0 Micro-Porter’5 forces


The Porter’s 5 forces are a framework for industry analysis and business strategy.
These forces determine the intensity of competition and hence the profitability and
attractiveness of an industry. Porter’s model has become an important tool for
analyzing an organizations’ industry structure in strategic processes. Porter has
identified five competitive forces that shape every industry and every market.
Porter’5 forces model can be represented diagrammatically as follows:

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2.2.1 Threat of new entry
Running a business requires lots of terms and condition. There is several of concern
to enter the new industry such as the capital requirement, switching cost, advance
technologies and economic of scale. The new entry player requires investing a
certain amount of capital and resources to entry. Especially the investment requires
uncertain and uncovers cost for different kind of expenses.

Capital requirements: To creates a barrier to entry especially if the capital require for
risky or irrecoverable upfront advertising or R&D, Gymshark require investing certain
amount of financial to compete.

Economies of scale: This refers to the spreading cost of production over the number
of units produced. Research from Endole Suite (2017), with the latest account since
Jul 2016, showing there are total £4.8m assets in Gymshark organisation with cash
£1.73m.

Product differentiation: When existing competitors have a strong brand identification


and customer loyalty, differentiation creates a barrier to entry by forcing entrants to
spend heavily to overcome existing customer loyalties. For example, Gymshark goes
beyond the quality of their clothing to differentiate them from other brands (Lembert,
2017). Gymshark is creating good-looking clothes that work practically at the gym.

Switching cost: The larger switching cost, the harder it will be for an entrant to gain
customer. A barrier to entry is created by the existence of one-time costs that the
buyers faces when switching from one supplier product and services to another.

2.2.2 Threat of substitution


Substitute product refers to the products and services that offer similar benefit and
function to the industry but with a different process. Competitor may offer the
alternate product with lower prices of better performance for the same purpose. The
availability of substitutes makers lower switching costs for a customer from one
company’s products to other alternative products.

Price performance trade off substitutes: Different kind of sport activity, require
different type of sport apparel. In sport sector, instead of going to the gym, consumer
got other selection such as yoga, Muay Thai, or aerobic lesson.

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2.2.3 Buyer power
The term “customer”, here refers to the final consumer of the products or the firms
which distribute the industry’s products to the final consumers. Bargaining power of
customer refers to the potentials of buyers to snip down the price charged by the firm
in the industry or to increase the firms cost in the industry by demanding better
quality and service of the product.

Consumer has a strong bargaining power only when:

 Perfect competition happens when there are many sellers produce similar
product and services.
 Consumer able to choose from a wide range of supply firms.
 It is very low cost to switch from one service provider to another.
 Substitute products are available on the market.

Thus, low buyer bargaining power make an industry more attractive and increase
revenues potential for the seller.

2.2.4 Supplier power


Suppliers have a great deal of influence over an industry as they affect prince
increase and product quality. Research from Hanson (2017), Gymshark has work
with the manufacturer to develop the technical fabrics, and new style. Within three
months, from designing the apparel to market for sale. According Gymshark case
study stated that Gymshark has outsourcing most of the manufacturing in China. Of
course it seems to be a great planning that Gymshark been done, this is because
there is several of manufacturing operation in China which Gymshark can find a
supplier easily.

Supplier concentration: If supplier is concentrated compared to buyers if there are


few suppliers and many buyers, the power of supplier bargaining is high. Supplier
has the power to influence the prices and quality of raw material supplied.

Buyer switching cost: The higher switching cost of the supplier, the higher bargaining
power for the supplier.

The supplier’s products are an important input of the buyer: Ultimately when a
product became a core input to the manufacturing industry, it is very challenging for
the buyer to influence the supplier.

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2.2.5 Competitive rivalry
With an internet business, Gymshark can enjoy maximum flexibility in the working
environment. Secondly, the entire world is a potential market for Gymshark to reach
as Internet service is widely using by this era. Gymshark faces intense competition
from existing and newer player.

Price war: These prices war constantly eroding profitability. Consumer was hoping
for a piece war to see which organization would go lower as they were branded
inelastic in their demand.

Intensive promotion: For instance, research from Rodriguez (2017), showing that are
many ways for an organization to market themselves especially in the digital
connected world that they are live in right now.

This innovation, agility, and ability to react quickly to market trends is a key
competitive advantage which Gymshark are committed to retaining as this business
grows and complexity.

3.0 Analysis of the competitive environment


It is good to know Gymshark brand positioning within the market and a complete
competitor analysis is very important tools to identify whether it is a good
opportunities and threats.

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3.1 Competitors map – Center, first and second outer ring
By using a competitor map to find out which organization is providing similar goods
and services. For center rings belongs to Gymshark that providing sports apparel,
online communities, social media marketing. First outer ring belongs to the direct
competitor which is Physiq Apparel, The Upside, FP Movement, Athleta, Lorna Jane,
Style Runner, and Aesthetis Revolution.

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3.2 Competitors analysis
Competitor List of products Strengths
Physiq Apparel
For men Pricing
Tank Tops, Hoodies & By comparing the prices of the product with
Jackets, Shorts, Jacket, competitors, Pysiq Appreal pricing is slightly
T-shirt lower.

For women Design


Seamless, Hoodies, Unique stretch-fit fabric, zip pocket with
Tank Tops,T-shirts, lightweight zippers.
Sports crops, tight &
bottom

Athleta

For men Market targeting


Not available for men Targeting narrowly in the apparel market. A
cloth. concentrated (niche) marketing strategy to
attract only female consumer
For women (Niche) Diversification
Yoga, gym & training, Product diversification to expand the
run, travel, hike, tennis marketing size.
& golf

3.3 Segmentation, Targeting, Positioning


In marketing segmentation, targeting, and positioning (STP) is a set of framework
that’s summarizes and analysis the process of market segmentation. It is a tool to
find out which are the buyers within a market are divided and profiled according to a
range of variables, which determine the market characteristics.

3.3.1 Segmentation- Demographic


The marketing strategy used for Gymshark is demographic segmentation. There are
some criteria under this segmentation which is age, gender, family size, income,
occupation etc. Research from Godding (2017), Gymshark organization is targeting

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in those age between 18 and 25, whose lives revolve around fitness, fashion, and
music. To illustrate this factor, for millennial generation experience on certain things
and emotion is more important. For instance, the targeted market reelects the
characteristic as listed below.

3.3.2 Targeting- Differentiated marketing

Consumer behavior Description


Age From 18-25 (Gen-Y)
Gender Male & Female
Income bracket Annual Income SGD20,000-$40,000
White collar, senior/junior executive, junior managerial
Occupation position
Aim to achieve self-esteem under Maslow Hierarchy of
effect.
Freedom
Consumer values
Fun exciting life
Emphasis on work life balance
Technology ahead of older co-workers

As a result, grouping consumers are referring to their characteristics is important


information for companies to effectively target a segment of the market.

3.3.3 Positioning Map


Brand positioning is an important strategic decision alongside the brand pricing of
the product. In another words, a brand pricing also have an impact on its own
positioning.

Based on the position map below, Gymshark clothing designed for cool and
comfortable workout apparel and allowing consumer for ultimate performance. With
wide range of men, women, and accessories, Gymshark would be able to attract
more consumers.

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4.0 Analysis of customers
Analysis of consumer will focus on the analysis of the fitness consumer. Consumer’s
needs and wants to should be fulfilled. This is because consumers played a very
important role in shaping fitness industry. There are four main types of factors that
influence the consumer behavior which are

 Cultural factors (culture, subculture)


 Social factors (Reference group, family, status)
 Personal factors (Lifestyle, income, age, occupation, and personality)
 Psychological factors (Perception, motivation, learning and attitudes)

Research from PWC (2017) showing there are 52% of global shoppers prefers 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. To illustrate the buying behavior, we can take research on how the
millennial shop in this era. Millennium people are born in between 1982 and 1996;
today they are 21 to 35 years old. Majority of Millennials follows 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.

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Gen-Y wellness means that leisure and work should be personally fulfilling; that
community and environmental health are a team effort, preferably supported by
one’s employer, and that relationship are the key to personal well-being. With rising
of healthy lifestyle awareness, Gen Y adult embraces healthy, well-balanced life.

4.1 Need Recognition


The strategy to make an effective decision is to find out the result that causing
consumer tension and trigger them to buy. It is very important for Gymshark to find
out the reason behind that trigger consumer to purchase.

 Market induced- New design and product range launching in Gymshark. It


could be consumers following the trend and simply like the design of the cloth.
 Marketer induced- Marketer induced the consumer by the improvement from
features, durability, and even the style of the apparel.
 Dissatisfaction- Consumer who originally own sport apparel, but they are not
satisfied with current brand, therefore it triggers consumer intent switch to
another brand.

Growing demand for sport apparel has lifted sales for makers of the clothing and the
retailers that sell it (Kell, 2014)

4.2 Information Search


It is a process that consumers will go through when they are searching for
information consists of internal and external factors.

External resource:

 Friends and Family – An influence from a friend or family member who bought
from Gymshark will affect consumer buying behaviour. A feedback from a
friend or family is a credible resource for the consumer.
 Social media – Consumer able to reach the review and feedback by browsing
and reading from several websites, consumers are able to have a better
understanding.
 Corporate website –By browsing the Gymshark official website, consumer are
able to reach the product info and review any time. Gymshark official website
has provided complete information regarding to the product.

Internal source: After reading and understanding the product capability, consumers
are having a subconscious to link to the product whether it is good or bad.

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Eventually, consumer will base on their perception and depends on their interest to
research the related brand and product.

4.3 Evaluation of Alternatives


The third step of consumer decision processes is to evaluate of alternative. After
information search, consumers able to start comparing the brands and product that
in their evoked set is also known as consideration set.

The consumer starts evaluating the alternative brands in the product range.
Consumer evaluates the alternative in terms of the functionality and psychological
benefits that offer by Gymshark. Ultimately, consumer must be able to effectively
assess the value of the product before they can move on to the next step of decision
process.

4.4 Purchase Decision


The fourth step of consumer decision processes is to make a purchase decision.
The consumer will base on the criteria of what they need or what they want by the
consumer was coming across. Three types of purchase decisions as below:

 First trial purchase- After evaluating, consumer decided to purchase the gym
cloth which is suitable for them.
 Brand loyalty -Deduced by a pattern of repeat purchases.
 Committed purchases- When one purchases durable goods where a trial
purchase is not possible.

There is some additional factor are influencing consumer when they are purchasing,
such as the influence of the price, material, functionality, and overall quality.

4.5 Post Purchase Evaluation


Consumer satisfaction will significantly impact they will continue purchasing or
consider other product within the brand range.

Consumer dealing with cognitive dissonance:

 Be rational – In normal circumstances, consumer would have two or more


selections when comes to selecting products and services. A rational thinking
would help consumer to prevent the possibility of dissatisfied.
 Product return– Producer could provide a cooling off period for consumer to
return especially consumer are paying a costly product.
Marketer deals with cognitive dissonance:
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 Post-purchase communication- Consumer is confused whether they have
made the right decision. The organisation could engage with customer with
post-purchase communication to influence their sensitivity about their product.
 Cash back guarantees- Company could offer cash back guarantees to enrich
post-purchase communications between the companies and customer.

5.0 Internal analysis – 7Ps, 7S Model, Value Chain.

The seven elements (7Ps) of a marketing mix by developed and formalized by


marketing experts around the world to create and execute successful marketing
strategies.

Product Core: Gym apparel for people gym enthusiastic.


Actual: The unique material and, and functionality of the product.
Augmented: Delivery and return support, design and branding of the
product.
Price Market Penetration. Cost that can accept by majority.
Place Selective distribution.
Promotion Pop-up store in Paris, Black Friday watchlist for men and women.
People Around 50 employees in the organisation, supported by key
management leader.
Process Online order and purchasing.
Physical Sport business, fitness industry, social media marketing
environment

7S Model: The 7s model is a framework for reviewing an organization’s marketing


capabilities from different viewpoints. Not only that, but also 7s model help the
organization to identify what important task should improve or maintaining during
transition period.

Strategy It is a systematic and comprehensive plan of action designed to ensure


the success of the organization in ways that are supportable and
sustainable.
System Gymshark is an organization that focuses on online ordering system
with customer support.
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Staff There are few key persons are maintaining the internal operation of the
organization.
External wise, Gymshark focus on employing ambassadors with a large
social following.
Structure The project decisions are control by the top management. Tight control
over decisions making can ensure that system implementation is
consistent.
Skill Specialized in online selling and social media communication.
Share Enthusiasm and visionary for future planning. Everyone involves in
Values Gymshark. The core value in Gymshark is focusing on three elements
which are family, progression, and vision.
Style Young and energetic environment, organization leader with a clear goal
to achieve.

Value Chain: The basic logic behind value chain analysis is that organization should
adopt an external focus in understanding. Value chain analysis involves the process
of decomposing the processes from suppliers to final customers into strategically
relevant activity as a way of managing costs. There are two components of the value
chain which is primary activity and support activity.

To maintain an organization in healthy condition, a supporting activity including HRM,


technology development, firm infrastructure, and procurement should be on going at
all the time. Secondly, primary activities in Gymshark including inbound logistic,
operations, outbound logistic, marketing and sales and services. For instance,
Gymshark was running a pop-up store in Paris during 14th & 15th Oct 2017. While
running this major event, Gymshark has a good practice to explore new place at the
same time induce the internal operations.

6.0 Summary of current position


6.1 SWOT analysis
In this final analysis, SWOT analysis was frequently applied to organizational
assessments for strategic planning. SWOT is an analysis of strengths and
weaknesses present internally in the organization, coupled with the opportunities and
threats that the organization faces externally.

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HELPFUL HARMFUL
Strengths Weaknesses
-Gymshark has outsourcing in China; -Manufacturing in China may cost additional
therefore Gymshark has a high bargain import cost.
power to find a supplier. (Porter’5 forces)
-Gymshark requires investing certain amount
Internal

-Gymshark able to enjoy the stability of the of funds for the R&D to invent new product.
country. (Political) (Threat of new entry)

-Gymshark has reasonable prices against -Substitute of gym and brand are available on
the competitors. (Marketing mix) market. (Threat of substitute)

Opportunity Threats
-People with high age are increasing; this -Product that provides similar function has
group of people are getting to be more become a threat to Gymshark; competitor
active to keep themselves in healthy may offer the alternate product to attract for
condition. (Social) customer.(Threat of substitute)
External

-Age range between 20 and 40 are actively -Competitors are providing exactly the same
on social media. (Technology) product range, also specific target niche
market. (Competitive analysis)
-Government is encouraging a healthier
lifestyle; this will be a good chance to push
the product. (Political)

As above analysis, Gymshark has


been experiencing the product
development and introduction
period. To maintain a high level
performance for Gymshark in
growing stage, a proper plan is a
must for them to figure out.

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7.0 Reference list
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library/creating-an-environmentally-friendly-fitness-facility>

BBC News 2013, Government adverts back healthy eating. [Online] BBC News,
viewed 20 October 2017 <http://www.bbc.com/news/health-20914684#>

Brusin, D 02 April 2016, Social media strategy brilliance by Gymshark, [Online]


Create Revolt, viewed 09 November 2017 <http://createrevolt.com/gymshark-social-
media-strategy/>

Collinson,P 27 May 2017, Tax in test: Do Britons pay more than the most? [Online]
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<https://www.theguardian.com/money/2017/may/27/tax-britons-pay-europe-australia-
us#img-1>

Cross,S 2017, Clothing industry & ethical aspects. [Online] Chron, viewed 27
October 2017 <http://smallbusiness.chron.com/clothing-industry-moral-ethical-
aspects-15220.html>

Dunleavy,P 25 June 2017, Audit 2017: How democratic effective are the UK’s core
executive and government system? [Online] Democratic Audit, viewed 19 October
2017, <http://www.democraticaudit.com/2017/07/25/how-democratic-and-effective-
are-the-uks-core-executive-and-government-system/>

Ferreira,J 29 September 2017, United Kingdom GDP growth rate, [Online]Trading


Economics, viewed 19 October 2017, < https://tradingeconomics.com/united-
kingdom/gdp-growth>

Endole Suite 02 November 2017, Gymshark Ltd. [Online] Endole Suite, viewed 28
November 2017 <https://suite.endole.co.uk/insight/company/08130873-gymshark-ltd>

Godding,N 27 June 2017 Gymshark: The global brand everyone’s talking about.
[Online] Business & Innovation Magazine, viewed 11 November 2017 <
https://www.businessinnovationmag.co.uk/gymshark-the-global-brand-everyones-
talking-about>

Gymshark 26 October 2017, 1 million orders. [Online] Gymshark, viewed 2


November 2017 <https://www.gymshark.com/blogs/news/1-million-orders>

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Hanson,L 31 October 2017, Gymshark selects PLM to support exponential business
growth with agile, efficient product development and sourcing. [Online] Which PLM,
viewed 28 November 2017 < https://www.whichplm.com/gymshark-selects-visionng-
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sourcing/>

Kell,J 25 December 2014, Athletic apparel: Outperforming the competition in 2014.


[Online] Fortune, viewed 11 November 2017, <http://fortune.com/2014/12/25/athletic-
apparel-top-performer/>

Kestenbaum,R 24 June 2017, This is how millennials shops. [Online] Forbes, viewed
08 November 2017
<https://www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-how-
millennials-shop/#7b6d55c0244c>

Lambert,S 04 October 2017, This UK-based company designs workout clothes that
are nice enough to wear in public. [Online] Business insider UK, viewed 28
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PWC Global 2017, How do consumer shop? [Online] PWC, viewed 08 November
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categories.html#topkeys>

Rodriguez 2017, Fitness marketing: 10 ideas to creatively market your gym to get
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for-2017/>
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poverty and income inequality by 2020? [Online] Joseph Rowntree foundation,
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reduce-poverty-and-income-inequality-2020>

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