Gymshark: MACRO Environment Analysis

Gymshark face several external factors affecting their business. In recent years rival companies have become aware of the high demand and interest customers have for Gymshark’s clothing range, mostly due to their products being fashionable and high quality. 
Companies such as Primark have noted this and are taking full advantage to release their own gym-based clothing range. Gymshark have distinctive patterns which they use for their products which Primark have then used for their own range. Evidently, the key differences here is the price difference. Gymshark leggings retail between £30 to £60 compared with Primark’s own ranging between £10 to £15, for this reason the quality of Primark’s own are not to the high standards of Gymshark. 
However, people can be swayed by this low pricing and opt for the Primark own version leaving Gymshark to lose out on sales. Although the Primark range is almost identical to the Gymshark design, Gymshark have copy rights to their distinctive logo so rival companies who are seen to be “copying” the product cannot use the branding. Too many customers of Gymshark, they will shop from them to be seen in the brand’s apparel, therefor, although the Primark version is considerably cheaper it won’t have the same appeal to them as the Gymshark branded clothing does. 
Gymshark is a brand which can struggle with cultural factors within their target markets. For example, religions which restrict women’s clothing choices such as Islamism will struggle to find apparel within the company which is culturally appropriate to them due to the clothing style being tight fitting and in some cases revealing. This is because the functionality of the clothing being focused at appealing to people involved in physical activity. This can then result in Gymshark potentially losing out on sales. 
Emily Tate

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