Gymshark: SWOT Analysis

Gymshark is a world renowned company, which supports very high profile athletes and various influencers including Nikki Blackketter, (1.9 million followers), and Steve Cook (2.5 million followers). These are just two athletes who are promoting Gymshark’s products. “Gymshark has carved out a niche for itself on YouTube.” This is benefiting the company as it is a promotional tool, which creates a subliminal message to potential customers, encouraging them to follow and buy the brands products. “They’re breathable, flexible, and no-nonsense — the high waistband is compressive, slimming, and supportive, and the seamless construction moves with you without complaint.” This is a quote which shows the quality of the flex leggings for women. They also offer a range of products for all genders.
All brands have weaknesses. Gymshark’s weakness is that it could be seen as a fast fashion. The company is fitness industry based which may not appeal to everyone, which limits their consumers and target audience. Although Gymshark uses high profile athletes and influencers to promote their brand, this can be seen to have a negative affect on profit margins, this is due to their being no plus size models, and having a unique “look” for who uses their products.
Opportunities provide profits for the brand. The fact that the company is a very well known brand in the gymming world, is an opportunity. This will help to attract loyal customers. This is important as people will not look else where for gym clothes, keeping customers. Gymshark also has high tech facilities which allow products be more innovative, introducing new seamless sportswear that not many brands can produce, giving the brand an advantage over competitors.
Gymshark can also gain some threats. This is due to many other brands in the gym industry starting to rise with their sports wear. To combat this, Gymshark would need to produce a new clothing line, or decrease the price for their products. Other brands are starting to use influencers as a path to success, to get more consumers. An example of this is fabletics, who are rising platform for women’s leggings, and are sustainably cheaper than gymshark.

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