Introduction To Gymshark

Gymshark, a brightly innovative and creative company with family, progression and vision as their core values. A company that was created in 2012 by a teenager and his friends who longed for fashionable yet functional activewear. Gymshark have grown rapidly since 2012 by using social media and key fitness influencers to promote their brand and their aims.

Their mission statement: "We are the future. Vision in everything we do, be true to our own vision and respectful of others. We are here to bring ideas to life. There is no idea too big, or too small."

The aim of this blog is to analyse the performance of Gymshark as an organisation covering their macro and micro environment;  their SWOT analysis and critical success factors. 

Annie Taplin

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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 distinct...
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Gymshark: Critical Success Factors

Critical success factors can be described as a way in which aspects of an organisation can contribute towards the success of the organisational performance. These factors can be decided on by applying a SWOT analysis if the company.  From the previously discussed SWOT analysis of Gymshark it has allowed for the formation of our perceived critical success factors for the organisation. With Gymshark's strength of utilising their social media platform and access to influencers this creates an S-T critical success factors: here Gymshark should be working towards capitalising on their strengths to combat their threats. For example, continuing their promotion through social media channels to maintain their strong position in the market and remain. Gymshark's weakness is that it could be seen as fast fashion, (an unsustainable way of producing fashionwear) by analysing their weaknesses W-T and W-O strategies can be generated. W-T strategies are when a company addresses their ...
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Gymshark: MICRO Environment Analysis

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MICRO factors of  Gymshark - Molly Edwards   As well as MACRO factors,  Gymshark  must also take into consideration MICRO factors. Managers of  Gymshark  set the price of their clothing, taking into consideration the current competition in the market, target audience and the cost of production. Because this has such an effect on how much  profit will be made, it is essential  these staff are well experienced and communicate to the rest of the team in order to maintain the success of the company, and ensure it never makes any losses.    Recent advances in technology brings huge benefits to a clothing brand like  Gymshark . Mass production can now be achieved daily due to them having the ability to control high tech machinery, that works at a much faster pace than manpower alone. However, this equipment is usually costly, so is seen as a long-term investment. Due to their success, with the company having a net worth ...
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