Social Listening: Gymshark

     

I selected Gymshark as the brand I am going to look into. I chose them because they are constantly gaining popularity in the gym world and I have a passion for working out. I see their brand all over the gym and it's widely represented on social media. When asking a few of my friends what they think when they hear gym attire, they responded with Gymshark.                                              

Gymshark is an online-only British fitness apparel and accessories brand worth over a billion dollars. They create and distribute their own range of fitness wear. Their rapid growth was due in part to its early adoption of influencer marketing. The company sent free products to prominent bodybuilders and fitness influencers. and by 2020 they had 125 influencers on its payroll. Gymshark also focused on making its social media channels interesting. Gymshark is currently available in 230 countries and employs over 900 people, with offices in five regions.

                                            

The value proposition of Gymshark is as followed: To offer high-quality fitness apparel with trendy designs, a supportive community, and a customer-centric approach. Gymshark aims to provide fitness enthusiasts with reliable, stylish, and performance-driven workout gear. They currently have a wide presence across many social media platforms, including Instagram, TikTok, and Youtube. Their presence on these platforms allows them to connect with their target audience, share engaging content, and build a strong brand community. Social media is a key component in their marketing strategy to promote fitness apparel, engage with their audience, and foster a sense of community among fitness enthusiasts. 

Gymsharks' marketing strategy revolves around social media and influencers. The smartest thing they did was invest their marketing budget in influencer marketing rather than advertising. This helped Gymshark reach its target market. Influencer marketing also plays a role in developing the community behind the brand. Instead of spending big on social ads, they decided to invest in relationships and community-building. They were an early adopter of influencer marketing which has since become a staple of e-commerce marketing.

Due to Gymshark being an online-only brand, they are left with the issue of a limited physical presence. This limits the company's ability to engage with customers in person, showcase products, or provide a tactile experience. A big role in customer engagement is the support staff and how the company responds to customers' complaints or issues. 

 

After looking through the comments on Gymsharks social media, the main issue that presented itself was their response team. To be honest, I had a hard time finding any complaints about the brand through their socials. However, I noticed that when there were comments regarding package issues, the response back seemed automated and nonpersonal. Besides the lack of urgency and personality from their support staff, the comments responding to customers' issues are direct and instruct them on what they can do moving forward. 

Gymshark has established an exemplary social media presence by creating relatable content that resonates with their target audience and attracts lots of likes and retweets. If I was their brand manager, I would follow their lead and leverage social media in a similar manner, using relatable and unique content to connect with customers. Gymshark has already been successful in their media presence through their own social media channels and influencer partnerships. 

However, one area of improvement could be in how Gymshark responds to negative comments. As their brand manager, I would recommend responding to negative comments with greater urgency and empathy. The current responses come across as robotic and lacking a personal touch, which may not meet customers' expectations. It's important for customers to feel heard and valued, knowing that their concerns matter to the company. Taking a more understanding and personalized approach to addressing negative comments can help to build customer trust and loyalty.

From this assignment, I learned the importance of customer engagement in brand promotion. Despite being an online-only company, Gymshark has made a name for itself. This is because of their online presence and consumer engagement. I also learned that the way a brand handles negative comments or complaints can have a significant impact on customer loyalty. Customers want to know that they matter and that their issues are dealt with.