Part 2 Competitor Research.compressed

COMPETITOR
ANALYSIS
EFMM 6004 STRATEGIC RESEARCH
VICTORIA RADFORD, 1309151

INTRODUCTION
1/SPORTS DIRECT
BRAND PERSONALITY
CURRENT PERFORMANCE
CONSUMER PROFILE
PRODUCT
PRICE BRAND MATRIX
DISTRIBUTION
STORE
WEBSITE
MARKETING STRATEGY
ADDITIONAL PRODUCT
2/NIKE
BRAND PERSONALITY
CURRENT PERFORMANCE
CONSUMER PROFILE
PRODUCT
PRICE BRAND MATRIX
SOURCING
DISTRIBUTION
STORE
WEBSITE
MARKETING STRATEGY
3/LULULEMON
BRAND PERSONALITY
CURRENT PERFORMANCE
CONSUMER PROFILE
PRODUCT
PRICE BRAND MATRIX
SOURCING
DISTRIBUTION
STORE
WEBSITE
MARKETING STRATEGY
4/NET-A-SPORTER
BRAND PERSONALITY
CONSUMER PROFILE
PRODUCT
PRICE BRAND MATRIX
DISTRIBUTION
WEBSITE
MARKETING STRATEGY
CONTENTS
1
3
5/PAM PAM
BRAND PERSONALITY
CONSUMER PROFILE
PRODUCT
PRICE BRAND MATRIX
DISTRIBUTION
STORE
WEBSITE
MARKETING STRATEGY
6/COMPARATIVE OVERVIEW
CURRENT PERFORMANCE
BRAND PERSONALITY
CONSUMER PYSCHOGRAPHIC
GRAPH
BRAND PYSCHOGRAPHIC GRAPH
PRODUCT
SOURCING
PRICE BRAND MATRIX
DISTRIBUTION
STORE
WEBSITE
MARKETING STRATEGY
SWOT
7/FOOD
ROOTS & BULBS
POD
TANYA'S
AS NATURE INTENDED
THE JUICE WELL
COMPARATIVE OVERVIEW
8/GYMS
FRAME
REEBOK SPORTS CLUB
EVALUATION
4
6
7
8
10
11
12
14
15
16
19
20
22
23
24
26
27
28
29
30
31
36
37
39
40
41
42
44
45
46
48
49
55
56
57
58
60
61
62
63
65
81
97
105
111
66
68
69
71
72
73
75
76
82
83
84
85
86
87
88
89
90
91
92
94
98
99
100
101
102
103
106
107
108

1
INTRODUCTION
The objective of this report is to identify a gap within the sportswear market by researching into key players
and competitors.
Sports Direct is a key player due to its current performance within the market, selling a variety of branded
sportswear and sporting equipment at discounted prices.
.
An established brand within sportswear, Nike sells high preformance activewear that appeals to a wide
range of demographics due to its pricing structure.
Starting off as sportswear for yoga, Lululemon began by targeting women but recently launched their
menswear line in 2014. Their aim is to create a community within the brand and its customers.
Net-a-Sporter is a luxury e-tailer, selling a variety of sportswear brands to women at premium and high-
end prices.
Established in early 2015, Pam Pam is the UK's first women's only trainer store. A lifestyle store selling
clothing, trainers and grooming products.
By looking at the store environment and marketing strategies, it is evident that brands are creating more of
a 'community' in order to keep customers interested and brand loyal. Customers are now looking to go to
stores that sell an experience and not just the product. Based on the competitors researched, none of the
brands offered a women's sportswear store that also includes a variety of branded sportswear as well as a
health food cafe and a fitness studio within the store.
The report has also selected competitors within the health food and fitness market in order to establish
how they are connecting with their customers through their products.

4
BRAND PERSONALITY
The Consumers’ Champion, offering an unrivalled
depth and breadth of product choice at the best
available prices.
"
"
- Vinyl flooring and brightly lit store as there is
no natural light into store.
- Staff wearing uniform that is provided.
- Personalised printing service for football and
sports shirts.
STORE ENVIRONMENT
-sportsdirectplc.com

5
PACKAGING
- Swing tags are the product's own brand with
sale stickers to show price reduction.
- Biodegradable carrier bags with SportsDirect.
com logo, website and 24hr Delivery stamp.
- SportsDirect also offer 'Bags 4 Life' that come
in a variety of sizes. Prices range from £1 - £2.50
- Brands are seperated into their own areas.
- Plastic hangers and size cubes used to display
products.
- Lots of product on the fixtures to get present
available sizes.
VISUAL MERCHANDISING

6
OPERATING IN THE UK & 19 OTHER
EUROPEAN STORES
2015 £2.8bn
SALES
+4.7%
SPORTS DIRECT PLC
2014 £2.7bn
SALES
79.5%UK total sales
20.5%
Europe
total sales
661OUTLETS
440IN THE UK
EMPLOYEES
27K
CURRENT PERFORMANCE
-mintel.com
-sportsdirectplc.com

7
TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP
20-60 BC12DE Laggards
THE HABITUALS
CONSUMER PROFILE
The Habituals are morgage-free home owners who live outside the city. She's never swayed by
trends and favours retailers such as House of Fraser and John Lewis for long-lasting, high-quality
products at affordable prices. Vegetables and fruits are her way of maintaining a healthly diet;
she buys her groceries at Sainsburys and Waitrose but invests money into specialist bakeries
and butchers to keep in touch with local and authentic values. Not a member of the gym,
she chooses to exercise by playing teamsports such as netball and squash. Pastimes include
gardening, baking and attending her monthly book club. Facebook is the only social media
platform she chooses to use and that is only to keep in touch with friends and family.

8
PRODUCT
BRANDS
SportsDirect.com is a sports retailer that offers consumers a wide
range of products, from clothing to sports equipment. Menswear,
womenswear and childrenswear are available within the store, which
allows the brand to reach across all ages.
All Clothing
Base Layer
Beachwear
Bikinis and Tankinis
Character
Chinos
Combats
Fitness Clothing
Fleeces
Gilets
Golf Shirts
Golf Trousers
Hoodies
Jackets and Coats
Jeans
Jeggings
Jumpsuits/Playsuits
Knitwear
Plus Size
Polo Shirts
Pyjamas
Running Clothing
Shirts
Shorts
Skirts and Dresses
Socks
Sweatpants
Sweatshirts
Swimwear
Tennis Clothing
Three Quarter Pants
Tights and Leggings
Tracksuit Bottoms
Tracksuits
T-Shirts
Underwear
Vests
Waterproofs
Zip Tops
All Footwear
Astro Trainers
Basketball Shoes
Boots
Canvas Shoes
Fitness Training
Football Boots
Golf Shoes
Hi Tops
Court and Indoor
Trainers
Indoor Football Trainers
Reebok Classic Trainers
Running Shoes
Safety Boots
Sandals and Flip Flops
Shoes
Skate Shoes
Tennis Shoes
Trainers
Walking Boots and
Shoes
Wellies
Accessories
Bags
Belts
Caps and Hats
Gloves, Hats and
Scarves
Hair Accessories
Jewellery
Slippers
Sunglasses
Watches
The company
offers women
a wide range
of products
for a variety of
different sporting
activities. As
well as selling
sportswear
clothing, they
also provide
consumers with
discounted
clothing from
fashion retailers.
All brands
sold within
the company
are high street
retailers.

9
LIPSY £32
Midi side knot dress
NIKE £18.99 £31.99
Jersey tracksuit bottoms
UNDERARMOUR £15 £19.99
Running shorts
SOULCAL £22 £44
Sweatshirt
KARRIMOR £24.99 £49.99
Fleece
USA Pro £9 £34.99
Tight pants
SALOMAN £139.99 £219.99
Jacket
GORE £35 £50
Short sleeve top
ADIDAS £12 £16.99
Tank top
NEW BALANCE £67 £95
Running shoes
SPEEDO £26.99 £32.99
Swimming suit
YOGA MAD £22 £29.99
Core fitness mat

10
PRICE BAND MATRIX
JACKETS, COATS, GILETS & FLEECES
HOODIES, SWEATSHIRTS & KNITWEAR
TROUSERS
LEGGINGS
SHORTS
SKIRTS & DRESSES
TOPS
SWIMWEAR
SHOES
£0 £350
£4
£3.75 £109
£2
£79.99
£184
£109.99
£1.49 £62.99
£1.75
£1.25 £79.99
£1 £90
£1 £299.99
£2
£0
£0
£0
£0
£0
£0
£0
£0
£350
£350
£350
£350
£350
£350
£350
£350
ACCESSORIES
SPORTSBRAS
£1 £279.99
£13
£0
£0
£27.99
£350
£350
£319
SWEATPANTS
£3.50 £119.99
£0 £350
SportsDirect.com uses a low pricing strategy in order to attract their consumers. By
selling all sportswear and accessories at discounted prices, it gives consistency across
the brand so that customers feel there is value to the range of products offered.

11
DISTRIBUTION
The company has 661 stores in total
and 440 stores in the UK, including 19
other European countries.
Sports Direct also distribute through their
online website, delivering only to UK
addresses. Barlin Delivery Limited offers
international delivery for goods purchased
on SportsDirect.com to 118 countries
worldwide.
http://www.sportsdirect.com

12
STORE
Sports Direct's store on Oxford Circus in
London has 3 floors, selling menswear,
womenswear, childrenswear and sporting
equipment.
The interior of the store consists of Vinyl
flooring and bright lights as the only natural
light is through the front entrance. Despite
having large floor space, aisles are filled with
fixtures that provide the floor with no clear
navigation. Brands are separated into their
own areas.
The visual merchandising is reflective of the
core brand's indentity as fixtures hold as
much product as possible in order to present
a breadth of available sizes. There is no
definitive focal point or colour scheme for
each display.
The sheer volume of products that the brand
has to offer the consumers gives constraint
tothe ways the items can be displayed in a
visually appealing manner.

13
Simple and cheap plastic hangers and plastic
size cubes are used to display the clothes.
Sports Direct use the product's own brand
swing tag and show discounted prices
through a sticker Promotions aren't visibly
displayed through signage, it is only shown
on a swing tag.
Additional services include a service where
customers can get their name and number
printed on a football or sports shirt. Sports
advice is available in special areas of the
store, for example 'The Boot Room', where
women can find football boots suited to their
needs.
Customer service is limited to finding the
correct size as opposed to personalised
interaction. However, there is also a nutrition
section where protein shakes, snacks,
vitamins and supplements are available for
purchase.

14
WEBSITE
The website design reflects the brand's image and identity. Users are attracted
by the discounts and special deals promoted on the home page. The
website filters enable the consumer to shop by criteria which allows for easy
navigation, however, due to the size of products available the website can seem
overcrowded and overwelming.
At the bottom of the home page, SportsDirect.com have implemented content
marketing by allowing consumers to opt into newsletters as well as offering the
choice to follow the brand's social media pages. The contact information, FAQs
and payment system icons are clearly visible.

15
MARKETING STRATEGY
454K LIKES 33.4K FOLLOWERS
1.4K FOLLOWERS 847 SUBSCRIBERS
6.8K FOLLOWERS BLOG
SportsDirect.com has a good presence across different social media platforms but do
not have the strongest following. The pages are mainly used to promote in-store and
online deals and offers, however the blog does provide content with topics on health,
fitness and sports. SportsDirect.com has no advertising.

16
ADDITIONAL PRODUCTS
http://www.sportsdirectfitness.com
In 2014, SportsDirect.com entered the fitness industry with the development of
Sportsdirect Fitness.com, comprising of 25 standalone gyms purchased from
LA Fitness and an additional two newly built combined retail and gym spaces.
Already a key player within the market, this has enabled them to extended their
customer base further as they target students with cheap membership deals.
Customers can visit the website via SportsDirect.com.

20
BRAND PERSONALITY
To bring inspiration and innovation to every athlete*
in the world.
*If you have a body, you are an athlete.
"
"
- Engaging and immersive store experience
- Interactive digital displays
- Concrete floor and steel frames provide
the store with an industrial feel
- Music is upbeat and energic
- Staff wearing Nike products
STORE ENVIRONMENT
-about.nike.com

21
PACKAGING
- Could benefit from telling the
consumer about the use of the product
- Some swing tags descibe property of
the fabric
- Recyclable brown paper bags and
footwear packaging
- Integrated product placement
- Use of steel fixtures
- Lots of products
- Colour coordination used
- Sections dedicated to certain
sporting activities

22
CURRENT PERFORMANCE
803BRAND FACTORY AND IN-LINE STORES IN
THE US AND INTERNATIONAL MARKETEMPLOYEES
62K
2015 £19.8bn
SALES
+10%
2014 £18bn
SALES
+15%
£3.7bn
WOMEN'S
BUSINESS
WHOLESALE
REVENUE
-investors.nike.com

23
CONSUMER PROFILE
The Cosmopolitan is the socialite of the city, constantly on the move. When she's not updating
all her social accounts, she's busy capturing new memories to post after - from cocktail bars to
holidays in Ibiza. She is health concious, goes to an affordable gym and stays saver savvy by
making her own healthy meals. Brand loyal, she shops where she knows she will get value for
money whilst keeping in touch with the latest trends.
18-45 ABC1 Early Majority
THE COSMOPOLITANS

24
PRODUCT
SHOES
Lifestyle
Running
Gym & Training
Tennis
Golf
Football
Basketball
Skateboarding
Customise with NIKEiD
CLOTHING
Sports Bras
Tops & T-Shirts
Hoodies & Sweatshirts
Jackets & Gilets
Trousers & Tights
Shorts
Skirts & Dresses
Socks
Accessories & Equipment
Golf dress £100Running shorts £30 Tennis skirt £45
Tech Fleece cape £115 Trousers £35Running jacket £200
Nike sells sportswear for men, women
and children. Its product range also
consists of sporting equipment such as
golf clubs, footballs and basketballs.

25
Training sweatshirt £135 Running top £28 Running tank top £25
Padded sports bra £26 Duffle bag £40 Jump rope £12
Nike provides a service that allows consumers the opportunity to choose
from selected footwear products and customise them. By having the
ability to personalise products, it allows consumers to engage more with
the brand.
Nike sells sportswear aimed at running, cross-training, golf and tennis. Their products come in a variety
of colours, styles and fits which appeal to a broad range of consumers. One of Nike's opportunities is to
introduce a product line designed for yoga.

26
PRICE BAND MATRIX
JACKETS & GILETS
HOODIES & SWEATSHIRTS
TOPS & TSHIRTS
TROUSERS & TIGHTS
SHORTS
SKIRTS & DRESSES
SPORTS BRAS
SHOES
£0 £400
£48 £370
£40 £115
£20
£65
£170
£135
£20 £170
£20
£30 £100
£23 £50
£40 £270
£5
£0
£0
£0
£0
£0
£0
£0
£0
£400
£400
£400
£400
£400
£400
£400
£400
ACCESSORIES & EQUIPMENT
Nike is a key player within the market, which allows them to set a slightly higher price
point for their products. Their pricing strategy, excluding their golf club equipment,
enables their products to appeal to a wider demographic.

27
SOURCING & ETHICS
of NIKE brand apparel
contains at least 5% of
organic cotton.
88%
Global
Manufacturing
43 Countries
679 Factories
1, 023, 714 Workers
Nike Flyknit, is a manufacturing
process that enables designers
to precisely micro-engineer the
footwear to the athlete in order
to reduce manufacturing waste
and materials used. It has helped
reduce waste by nearly 2 million
pounds.
The Making App
The app ranks materials
in four impact areas:
Chemistry, Energy/
Greenhouse Gas, Water/
Land and Physical waste.
It was created to inspire
designers and creators to
make more sustainable
choices in the materials
they use.
Nike ColorDry technology
allows garments to be
dyed without the use of
water by using recycled
CO2
to infuse fabric with
intense, saturated colour.
NIKE HAS
DIVERTED
NEARLY TWO
BILLION PLASTIC
BOTTLES FROM
LANDFILLS BY
INCORPORATING
RECYCLED
POLYESTER MADE
FROM RECYCLED
PLASTIC BOTTLES
INTO THEIR
APPAREL AND
FOOTWEAR
We expect our contract factories to share NIKE’s commitment to the goals of
implementing lean manufacturing, reducing waste, using resources responsibly,
supporting workers’ rights, and advancing the welfare of their workers and
communities. We believe that relationships based on transparency, collaboration and
mutual respect are integral to making this happen."
"
-nikeresponsibility.com

28
DISTRIBUTION
Nike has 803 stand-alone stores
worldwide and 45 stores within the
UK. The brand is also a wholesaler,
meaning other retailers can apply
to sell Nike products in their store,
for example, Urban Outfitters or
Pam Pam. In order to become an
authorised Nike retailer, a buisness
licence (issued by the local gov-
ernment) and a retail store front is
required. Applications to sell Nike
products from home or on auction
websites are not accepted.
Nike.com orders cannot be shipped
internationally, but Nike offers online
shopping options in 28 countries
worldwide.
http://www.nike.com/gb/en_gb/

29
STORE
NikeTown is Nike's flagship store on Regent
Street in London. The store boasts 4 floors that
stock menswear, womenswear, childrenswear &
equipment.
The store experience is engaging and immersive
as digital displays engage with the customer and
promote new products as soon as you enter the
store front.
Looking closer at the womenswear floor, conrete
flooring and exposed steel columns create an
industrial atmosphere. The size of the floor means
that it is spacious and allows customers to browse
with ease, even at peak shopping periods.
One of Nike's key strengths is their visual
merchandising techniques. The brand engages
with the customer by creating interactive displays
to market products, as seen in the picture below.
Colour coordination, integrated product placement
and areas selling specific products, such as sports
bras or items for running, not only aid customers
with their shopping experience, but help push store
sales by cross selling.

30
The swing tags were simple - embossed
with the brand's logo and a sticker that
showed the price. Apart from a few
products that let customers know of
Nike's Dri-Fit fabric property, one of
Nike's missed opportunities is to write a
short description illustrating the benefits
of the product.
Products were displayed on plastic
hangers and the number of each product
on the fixtures were relatively high. Due to
the location of the store and footfall they
receive, it makes sense to ensure sizes are
readily available for the customer.
NikeTown captivates its customers
by offering a number of personalised
additional services, such as, Nike+ Run
Analysis, Nike Run Coach, Customise with
NIKEiD and a Bra Fitting Service. The
store also hosts a number of free fitness
classes in different store locations and has
a Nike+ Run Club for customers to join.

31
WEBSITE
The design of the website relies on simple and minimal navigation. The home page has a slide banner with
several rotating images that show featured products and the website structure allows you to browse goods
and make purchases with ease. Product pages display high quality images and provide the benefits and
details of the product. The website also allows you to have a live chat with a 'Nike Women's Expert' for
product recommendations and style tips.

32
MARKETING STRATEGY
27.5M FOLLOWERS
311K SUBSCRIBERS
5.56M FOLLOWERS23.3M LIKES
Nike has a strong following
throughout its social platforms.
They update their pages
frequently with various
advertising campaigns used
to promote the brand itself as
well as the products.
Nike launched Nike+ Running
app for smartphones in 2010
and released the Nike+
Training Club app in 2011.
This has allowed the brand
to increase it's consumer
base further and adds value
to the brand as it creates a
community.

33
1M SUBSCRIBERS 20K FOLLOWERS
82.6K SUBSCRIBERS 3M FOLLOWERS
128.9K FOLLOWERS 3.7M LIKES
323K FOLLOWERS
Although Nike has it's own social media
platforms, in order to expand their women's
consumer base, they have also extended their
social media platforms - targeting women
only. Each page is named 'Nike Women' and
provide content on topics such as training tips,
style inspiration and motivational advice.

34
Unlike Nike's other campaigns
which spotlight athletes and
models, they launched a campaign
in early 2015 depicting 'normal'
women pushing themselves to the
limit in terms of fitness.
Nike is encouraging women to
share their fitness journeys on
social media to inspire each other
by using the #BetterForIt hashtag.
They have also launched a "90-
day better for it challenge" which
combines workouts from the Nike+
Training Club App and the Nike+
Running app.
One of Nike's key strengths is
its marketing strategy as it helps
strengthen the brand within the
women's sportswear sector. It
integrates its use of social media
platforms and smartphone
applications to maintain existing
brand loyalty and drive new
consumers to try the brand.

38
BRAND PERSONALITY
Creating components for people to live longer,
healthier, fun lives.
"
"
- Located in Covent Garden and Marylebone
high street
- Womenswear and menswear products are
stocked
- Hold free in-store events
- Staff wearing Lululemon products
STORE ENVIRONMENT
-lululemon.com

39
PACKAGING
- Recycled and reuseable plastic carrier bags
- Swing tags provide the customer with listed
benefits of buying the product
- Lots of products stocked
- Colour scheme compliments each season
- Use of wooden fixtures and box frames
- Wooden hangers with brand's logo
- Story for each wall (Most to moderate
support)

40
CURRENT PERFORMANCE
+302
STORES OPERATING IN CANADA, USA, UK,
OTHER EUROPEAN COUNTRIES, SINGAPORE,
CHINA, NEW ZEALAND, AUSTRALIA & UAEEMPLOYEES
2861
2015 £1.17bn
SALES
+12.95%
2014£1.03bn
SALES
-bloomberg.com

41
CONSUMER PROFILE
She is part of the conciousness-raising movement, meditating daily and attending her local
yoga classes weekly. For the New-Ager, beauty comes from what you put in your body. She
invests heavily in superfoods, organic fruit and vegetables and locally sourced produce. When
she's not spending time with her family, she catches up with friends over a well-brewed coffee.
She is ethical and virtuous in giving her time to charities abroad. She invests her money into
brands that actively adopt sustainable practises and looks to make an impact on the world.
25-45 AB Early Majority
THE NEW-AGE

42
PRODUCT
Although originally a womenswear brand,
Lululemon recently launched their menswear
product line in 2014.
Yoga Mat Strap £18 Ear warmer £25Light support sports bra £42
Medium support tank £52 Reversible swim top £52Long sleeve cross training top £68

43
RELAXEDHUGGED TIGHTNAKEDHELD IN
Running skirt £62 Parka £258Yoga shorts £42
Tennis dress £98 Running jacket £118Duffle bag £138
Lululemon sells sportswear and accessories for yoga, running and dancing. The products come in a range
of colours and vary in light to medium support. Lululemon's key product is their 'bottoms by sensation'
range. The leggings have been designed for different purposes according to the customer's needs, from
strategically placed zoning to leggings that support the muscles when exercising. They have also produced
a range called 'to & from', where sportswear is designed for non-sporting purposes.
£108 £88 £88 £108 £138

44
PRICE BAND MATRIX
OUTERWEAR
SWEATERS & WRAPS
TOPS
SPORT BRAS
PANTS
SHORTS
SKIRTS
DRESS
ACCESSORIES
£0 £300
£98 £258
£62 £138
£42
£138
£138
£118
£38 £52
£82
£34 £52
£52 £108
£78 £108
£10
£0 £300
£0 £300
£0 £300
£0 £300
£0 £300
£0 £300
£0 £300
£0 £300
Lululemon are able to adopt a "premium" pricing strategy as they were one of the
first brands to enter the yoga sportswear market sspecifically aimed at women. With
patented fabrics and a loyal customer base, the brand is able to charge higher prices.

45
SOURCING & ETHICS
Our sustainability vision is to elevate the world from mediocrity
to greatness by embracing social, environmental and economic
health in every part of our organization and in all our global
communities. We are working to be part of an elevated world
that operates within nature’s boundaries and provides for
human needs everywhere on Earth — including the opportunity
for everyone to lead a happy and fulfilling life.
"
"
The majority of products
are deigned to withstand
five years of intended use,
reducing the footprint
created over the lifecycle of
the product.
5
The Store Design
team partners with
local artists to
design and create
stores, using
renewable and
recycled materials
wherever possible.
Each year Lululemon provides funds to their
stores, area managers, Store Support Centre
(SSC) employees and select suppliers and
ambassadors to launch or support projects,
known as the Metta Movement program,
that contribute to social and environmental
health.
They work with
35 partners in
80 facilities in 17
countries around
the world.
OVER 60% OF
THEIR ENTIRE
CARBON FOOTPRINT
COMES FROM THE
SUPPLY CHAIN,
MOSTLY DRIVEN BY
INEXPENSIVE, NON-
RENEWABLE ENERGY
SOURCES AROUND
THE WORLD.
The brand is
very transparent
with its
information on
manufacturing
and sourcing.
Information the
brand publicly
provideD on
their website.
Luon ®
Luxtreme ®
Swift
Boolux ™
Tencel®
Vitasea™
Lycra®
Seacell®
Mesh
Coolmax®
Silverescent®
Static® technology
Nulu™
Lululemon’s
fabrics
-lululemon.com

46
DISTRIBUTION
Lululemon have 302+ stores
worldwide. Their wholesale
programs focus on partnering
with gyms and studios that
offer yoga, Pilates and fitness
training. They are currently
working with a limited number
of partners in Canada, USA,
Australia, New Zealand, Hong
Kong and the UK. These
partnerships are strategically
implemented to feature their
core atheletic apparel and yoga
equipment. Lululemon also
provide a team sales program
where athletic teams, yoga
studios and fitness facilities can
choose to train and compete in
Lululemon apparel.
Lululemon also distribute through their website and deliver to 80
countries worldwide. They also offer consumers an app which allows
them to purchase goods.

47
STORE
Lululemon's store on Marylebone High Street is
placed strategically close to Regent's Park. This
allows the store to implement their community
values and to engage with its customers by hosting
run clubs every Saturday, in-store yoga sessions on
Sunday and talk events throughout the month.
The store sells both menswear and womenswear.
It makes the most of natural light through the front
windows and glass ceiling at the back of the store.
The use of wood through the flooring, fixtures and
tables within the interior promotes a natural feel to
the store and an outdoor vibe, urging activity and
adventure.
As the brand takes up a 'premium' pricing strategy,
the rails are full with products and sizes which might
deter new customers who walk into the store.This
aspect of visual merchandising does not reflect the
price point or product.

48
Integrated merchandising is used on the 'yoga'
or 'cardio' story wall near the entrance of the
store. This wall also follows a colour scheme
complimentary to each season. The rest of the store
displays its colourful product range from most to
moderate support on railings and the large box
fixtures are used for leggings and shorts.
Products are displayed using wooden hangers
with the stores logo embedded. Swing tags
present details of the product and the benefits the
customer would gain from purchasing the item.
Mannequins are also used throughout the store in
order to exhibit a diverse range of products.
Lululemon prides itself on providing a personalised
shopping experience. The fitting room service
consists of staff writing the customers' names on
the fitting room door and sales assistants are known
as 'educators' in terms of advising what products
are best for the customer's needs.
Other services apart from fitness events and talks,
include hemming alterations and free shipping.

49
WEBSITE
Lululemon's website design is very transparent with tabs to filter product searches, giving way to an easy
and engaging shopping experience online. The website is very content driven with information about
the company and its manufacturing process readily available. There is also a size chart and a page where
customers can give their feedback on the brand, adding to consumer loyalty and value in the way the
brand interacts with their consumers. The 'community' tab gives the information to store locations, festival
retreats, brand ambassadors and their blog.

50
MARKETING STRATEGY
2.1M FOLLOWERS34.8K SUBSCRIBERS
804K FOLLOWERS1.25M LIKES
1M SUBSCRIBERS BLOG

51
Lululemon has a
strong presence
and following
across various
social media
platforms. One
of the brand's
key strengths in
marketing, is their
ability to create
a community
between the
brand and its
customers.
Content on its
communication
channels is subject
to a variety of
topics to do with
health, fitness,
food and fashion.
The brand also
builds brand
loyalty and
visibility through
local initiatives like
its ambassador
program. Elite
and store
ambassadors
are athletes
and individuals
who channel
Lululemon's core
values.
Festivals and
retreats further
entice existing
customers as well
as new customers
to join the brand's
'community'.
SeaWheeze is a
half-marathon
and festival held
in the brand's
hometown of
Vancouver. It helps
customers to train,
plan and share
their progress
whilst providing
them with event
details.

52
Lululemon don't rely on heavy advertising campaigns as their last marketing
campaign was in 2014. "Give Presence" looked to cement the brand's core values
within its online experience by reminding customers to give every moment their
full attention.
User generated content was also used in their marketing strategy by adopting
hashtags. Users were asked to tweet or Instagram photos of themselves using
#thesweatlife, where these images were then displayed on a subsection of the
brand website. These crowdsourced pictures aimed to show people pushing
themselves to the limit, contorting their bodies in yoga poses, all while promoting
Lululemon gear.

56
BRAND PERSONALITY
Since launching in June 2000, NET-A-PORTER has established
itself as the world’s premier luxury fashion destination.
"
"
- Reflective of the brand's identity.
- Sleek packaging is designed in mind
that it is the only physical link with the
consumer.
PACKAGING
- Elegant and contemporary web design.
- Easy to navigate with products
categorised by tabs.
-Clear logo and short descriptive
sentence for each sporting activity.
- High quality and captivating images
used.
- Good use of white space and
monochromactic colour scheme.
WEBSITE
-net-a-porter.com

57
CONSUMER PROFILE
Money is not an issue for the Haves. She lunches with ladies in London's fine dining restaurants
and spends her money on high-end fashion pieces. Working in the fashion industry gives her the
connections that allow her to hear first about the latest products. She is part of the elite South
Kensington Club, meaning that being healthy is part of her lifestyle. She invests in juice diets
and buys into organic produce, following the current health food trends she reads about in the
pages of Vanity Fair. As well as attending fitness classes, such as yoga and pilates, she jetsets off
to her chalet in France with the family and spends her time skiing down the slopes.
45-60 A Early Adopter
THE HAVES

58
PRODUCT
Net-a-Porter stocks womenswear only. The range of sportswear the brand offers is diverse. It sells products
for sporting activities such as ballet, horseriding and skiing, as well as gym and yoga.
Net-a-Sporter stocks a mixture of luxury and a few well known
sportswear brands. Their products look centralised around fashion as
well as functionality within sportswear as bold colours, graphics and
feminine styles are key.

59
L'ETOILE SPORT £325
Drop-waist stretch-knit dress
MARA HOFFMAN £125
Printed stretch shorts
ZIMMERMANN £205
Printed crepe mini skirt
LISA MARIE FERNANDEZ £315
Sailor bonded bikini
NIKE £110
Tech Fleece hooded top
LAAIN £125
Color-block stretch-jersey leggings
MONREAL LONDON £260
Stretch-jersey hooded jacket
WEARGRACE £80
Yin Yang stretch-jersey top
LIVE THE PROCESS £115
Printed stretch-Supplex tank
THE UPSIDE £65
Printed stretch-jersey sports bra
BODYISM £70
Foam yoga mat
CLEAN AND LEAN £45
Ultimate Clean shake, 300g

60
PRICE BAND MATRIX
OUTERWEAR
KNITWEAR & SWEATSHIRTS
TOPS
PANTS & LEGGINGS
SHORTS
SKIRTS & DRESSES
SPORTS BRAS
JUMPSUITS
LEOTARDS
£0 £3995
£50
£45 £840
£20
£220
£250
£450
£25 £700
£25
£25 £375
£23 £185
£45 £870
£50
£0
£0
£0
£0
£0
£0
£0
£0
£900
£900
£900
£900
£900
£900
£900
£900
SWIMWEAR
SHOES
ACCESSORIES
SUPPLEMENTS
£55
£60 £350
£20
£12 £450
£35
£0
£0
£0
£0
£830
£900
£900
£900
£900

61
Net-a-Porter is reknown for establishing itself as a luxury fashion destination, this therefore reflects
the product prices. By stocking well known sportswear brands such as Nike and Adidas the lowest
price point becomes affordable to the majority of all customers. However, there is a barrier to
competition in terms of luxury and premium sportswear being stocked in one place. This gives Net-
a-Sporter the upper hand to charge high end prices, in order to target their main consumer.

62
DISTRIBUTION
Net-a-Sporter is
an e-commerce
retailing site,
delivering to 170
countries worldwide.
As well as having an
online portal, they
also offer customers
the choice to
purchase products
via an app.

63
WEBSITE
The website is reflective of the brand's opulent identity. The design is contemporary and elegant, applying
a monochromatic colour palette.The products are categorised by tabs, with sports products clearly
identifiable.
On the Net-a-Sporter home page, a clear logo and short descriptive sentence is used to engage the
customer. Each sport is grouped into sporting activities with engaging high quality images used to market
some of the products sold; this makes for easy, straight-froward navigation. As well as sport categorisation,
the website offers content in the form of fitness videos and integrated product placement in order to cross
sell online.

64
MARKETING STRATEGY
1.3M SUBSCRIBERS 767K FOLLOWERS
78.7K SUBSCRIBERS 1.6M FOLLOWERS
99.1K FOLLOWERS
Net-a-sporter do not have their own social media pages but products are marketed through Net-a-
Porter's various communication channels. The brand has a good presence across all platforms and has a
strong following which it uses to draw in customers. It is reguarly updated with content to keep consumers
interested.

65
Net-a-Porter adopted
a hashtag marketing
strategy in order to
promote the new
product line on
their website. The
#NETASPORTER
was used to create
visibility and expose
the brand to new
customers tapping
into the 'atheleisure'
trend.
The brand also has
a print and online
magazine called, "The
Edit", which it uses
to drive content and
market products sold
online. The magazine
covers a diverse
range of topics as
well as fitness and
health, which draws
in a broad range of
customers.

68
BRAND PERSONALITY
Pam Pam is a women's sneaker, clothing and lifestyle store with
a mature, sophisticated edge, offering a somewhat 'masculine'
style with feminine undertones. We’ve created an elegant,
mature environment, beautifully furnished and produced, both
online and in store, where women feel comfortable in their
own choice of style - sophisticated street / casual / lifestyle
orientated.
"
"
- Located in Shoreditch which compliments the
niche brand.
- Exposed brickwalls, concrete and wooden
flooring provides the store with a rustic and
simple feel.
- Store layout had additional rooms which
catered to different catergorised products.
STORE ENVIRONMENT
-pampamlondon.com

69
PACKAGING
- Pam Pam use their own swingtags as well as
the brand's own.
- Packaging reinforces the brand's indentity. It
is quirky and original, using brown paper bags
and recyclable plastic bags with the store's
logo printed on the front.
- Displays are clean and sharp, with one item of
the product stocked on each shelf/rail.
- Brands were stocked together and colour
coordinated.
- Steel fixtures and box frames with wooden
hangers used to display products.

70
CONSUMER PROFILE
The Explorer is seeking out what the world has to offer her. She travels the world to learn and to
emerge herself in different cultures. She socialises with friends in bars at night that double up as
gallery spaces during the day. Social media is limited to Facebook and Instragram, connecting
with friends through pictures. She influences the shopping decisions of others through her style,
investing in sportswear as a fashion piece rather than its functionality. She choose to live healthy
not through exercise but by being concious of what she eats.
18-30 BC1 Early Adopter
THE EXPLORER

71
PRODUCT
Footwear
Sneakers
Shoes
Cleaning Products
Clothing
Denim
Dresses & Skirts
Hats
Outwear
Shirts
Socks
Sweaters
Swimwear
T-shirts
Tops
Trousers & Shorts
Lifestyle
Bags
Cards
Ceramic
Jewellery
Publications
Sunglasses
Textiles
Wallets
Well-being
BRANDS
Pam Pam is the UK's first women-only trainer store. On top of selling well known brands such as Nike and
Carhartt, they stock products from some more low key niche brands which can attract new customers.
Products fall into various categories, from trainers and clothing, to ceramic mugs and bath soaks, which
makes it a lifestyle brand. Despite selling trainers, Pam Pam clothing range interprets fashion over
functionality in terms of sportswear for sporting purposes.

72
BETHNALS JOEY JEAN £75
Slim straight fit cotton jean
CARHARTT £70
Sweat dress
PENFIELD £30
Beanie
ELKA £95
PVC Raincoat
EDWIN £90
Shirt
ADIDAS £55
Sweatshirt
Perks and Minis £95
Long sleeve tee
FELDT £115
Baseball Top
Perks and Minis £230
Carrot top fit tapered leg trouser
NEW BALANCE £65
Running Shoe
WOOLENMILK £25
Ceramic Mug
HERBIVORE BOTANICALS £20
Bath Milk

73
PRICE BAND MATRIX
OUTERWEAR
SWEATSHIRTS
TOPS & TSHIRTS
SHIRTS
TROUSERS & DENIM & SHORTS
SKIRTS & DRESSES
SHOES
SNEAKERS
ACCESSORIES
£0 £400
£95
£55 £200
£25
£345
£330
£125
£65 £115
£30
£35 £215
£150 £180
£40 £125
£6.95
£0
£0
£0
£0
£0
£0
£0
£0
£400
£400
£400
£400
£400
£400
£400
£400
£325
Pam Pam stock products that sell at different price points; this allows the brand to appeal to
women of all ages. The result of stocking independent brand labels is that they are able to stock
products with 'premium' price tags.

74
DISTRIBUTION
Pam Pam has one store in London. They also distribute through their website and ship
domestically and internationally via Royal Mail.

75
STORE
The store has a unique selling point by
being the only women's trainer store which
in turn adds individuality to the brand. This
is enhanced by the store's design which is
simple, minimalistic and visually appealing.
The brand offers a contemporary feel,
incorporating rustic features such as
exposed brickwall and the use of reclaimed
timber flooring which is complimentary to
the constrasted clear cut steel fixtures and
concrete flooring in the additional room.
The layout of the store is spacious and
inviting to customers as each room is split
into product categories. Trainers lead onto
jewellery, home accessories and beauty
products, which then leads into the back
room where they can find the clothing and
the fitting rooms.

76
Visual merchandising is reflective of the
brand. One item of each product is placed
on display (apart from the denim jeans),
which gets the customer to engage with
the staff. No mannequins are used in the
store, instead integrated merchandising is
done through product placement on the
fixtures.
Swing tags are simple, displaying only the
price, name of product and barcode. This
also came with the product's own branded
swing tag.
The store design is a key strength for
Pam Pam as it entices new and existing
customers to visit the store regularly. The
brand looks to introduce in-store events
such as yoga, to compliment the 'well-
being' values the brand encompasses.

77
WEBSITE
The website makes good use of white space which makes it both clean in design and usability. The home
page has a rotating banner featuring different products, and website filters are straightforward. One of its
weaknesses, is the lack of content other than product, that would potentially draw in more customers.

78
MARKETING STRATEGY
3.6K FOLLOWERS
281 FOLLOWERS694 LIKES
Pam Pam have weakest brand presence across social
media platforms. They also have a weak following,
reflective of the fact that the brand only opened in
early 2015. They play to their strengths by updating
their Instagram feed daily, using high quality
images, but only update their Facebook and Twitter
feeds every few days to advertise products and
promotions.

82
CURRENT PERFORMANCE
27K
62K
2861
#EMPLOYEES
931 302661
#STORES
SPORTSDIRECT.COM
NIKE
LULULEMON
TOTAL SALES IN 2015

83
BRAND PERSONALITY
- Luxury online retailer selling women’s sportswear at premium
and high-end prices
- Sleek and elegant in its brand identity
- Lifestyle concept store, tapping into the culture of ‘well-being’
- UK’s first women’s only sneaker store
- Womenswear, Jewellery, Home Accessories and Grooming
Products
- Stocks niche and independent labels
- “The Group provides an unrivalled range of products, offering
exceptional quality and unbeatable value, from a wide variety of
third-party and Group-owned brands, both in-store and online.”
(sportsdirectplc.com)
- Womenswear, menswear and childrenswear, accessories and
sporting equipment
- “The lab fuels product innovation specifically through
knowledge and insight gained from a scientific understanding of
athletes and athletic performance.”
(about.nike.com)
- Womenswear, menswear, childrenswear, accessories and limited
sporting equipment
- Energetic, innovative and at the forefront of sportswear.
- “Technical athletic clothes for yoga, running, working out and
other sweaty pursuits” (lululemon.co.uk)
- Womenswear, menswear and accessories
- Community driven through their online and offline presence,
hosting free in-store classes and wholesaling to athletic teams
and yoga studios.
- Ambassador programme consists of athletes and individuals
who share Lululemon’s core values to promote the brand

84
CONSUMER PYSCHOGRAPHIC
GRAPH
INNOVATORS EARLY
ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
LAGGARDS
The Explorer is the first to adopt to a trend and influences the purchasing decisions of others, making them
Early Adopters. Net-a-Sporter and Nike's consumers can be seen as Early Majority as they wait to adopt
new innovative products until they are sure they have been tried and tested in order to get value for their
money. The Sports Direct's consumer does not care about innovation within sportswear and chooses to
invest in the brand for their competitive prices, making them Laggards.

85
BRAND PYSCHOGRAPHIC
GRAPH
INNOVATORS EARLY
ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
LAGGARDS
Nike and Lululemon are innovators within the sportswear maket, developing new technologies to
constantly enhance the preformance of their product. At the opposite end of the spectrum, Sports Direct
has been considered a Laggard, due to the nature of the brand's strategy to promote their sportswear as
being sold at discounted prices. The brand lacks new and innovative products. Both Net-a-Sporter and
Pam Pam are categorised as Early Majority as they are niche brands that produce wardrobe staples.

86
PRODUCTSPORTSDIRECT.COMNIKELULULEMONNET-A-SPORTERPAMPAM
SportsDirect.com offers women a wide range of products. The brand also sells clothes from fashion
retailers. Nike offers high-performance sportswear for cross-training along with other sporting activities.
Lululemon focus on selling sportswear for yoga and running, using fabric technologies. Net-a-Sporter sells
a variety of premium and high-end branded sportswear for sports such as cross-training, as well as niche
activities like horseriding, ballet and skiing. Pam Pam is primarily a clothing retailer, selling sportswear as
wardrobe staples rather than performance activewear.

87
SOURCING
No available information as multiple brands are stocked.
- Manufacture in 43 countries in 679 countries worldwide.
- Nike uses, The Sourcing & Manufacturing Sustainability Index
(SMSI), which combines ratings for lean manufacturing, labor and
health, safety and environment to help determine whether to buy
from them.
- www.nikeresponsibility.com provides customers with all the
information about their sourcing and manufacturing strategy as well
as carbon footprint. The brand is very forthright with their process.
- Work with 35 partners in 80 facilities in 17 countries worldwide.
- “Our Vendor Code of Ethics outlines exactly what we stand for
when it comes to manufacturing: vendors are expected to uphold
legal, humane and ethical standards of production, while also caring
for the environment.” (lululemon.co.uk)
- Information is widely available to consumers on the website,
showing brand transparency.

88
PRICE BAND MATRIX
£0 £500
£1
£5 £170
£10
£330
£258
£12
£6.95
£0
£0
£0
£0
£500
£500
£3995
£500
£319
Price ranges differ between the 5 brands, each reflective to their brand identity and products sold. Sports
Direct's competitive pricing strategy is evident as they have the lowest price point, but their top end price
is a result of selling a wide range of products. The same strategy is applied to Net-a-Sporter, but in terms
of being a luxury etailer, as the brand has the highest price point. Nike's pricing method can be seen to
appeal to a broader range of consumers whilst Pam Pam is able to charge premium prices due to the niche
status the brand holds. Lululemon is also able to charge premium prices for the quality of products they
offer and the brand loyalty it has gained from its customers.

89
DISTRIBUTION
STORES WEBSITE DOMESTIC
DELIVERY
INTERNATIONAL
DELIVERY
MOBILE
APP
661
stores
worldwide
440 stores
in the UK
931
stores
worldwide
44
stores
in the UK
302+
stores/
showrooms
worldwide
11
stores/
showrooms
in the UK
1
store in
London
Sportsdirect.
com uses Barlin
Delivery Limited
to deliver to
118 countries
worldwide
Nike.com offers
online shopping
platforms in
49 countries
worldwide
Delivers to
80 countries
worldwide
Delivers to
118 countries
worldwide
Delivers
internationally
via Royal Mail

90
STORE
There is a huge range between the different stores and the targets they appear to be setting. Nike offers
good customer interaction and great visual mechandising which Sports Direct lacks. Sports Direct have
poor navigation around the store and attempt to 'cram' too many products in. Lululemon strengths lie in
their ability to enhance brand loyalty and to provide customers with personalied shopping experiences.
Nike and Lululemon both offer free fitness classes for customers. Pam Pam has the best store environment
and compliments its products well with great interior design.
- Womenswear, menswear, childrenswear and sporting equipment
- Vinyl flooring, bright lighting
- No clear navigation
- Lots of product stocked on fixture, not visually appealing
- Football and sports shirt printing service
- Interior consists of exposed white brick walls, reclaimed timber floor
and steel fixtures, giving a rustic and contemporary feel.
- Layout is spacious and boasts 3 connected rooms, split into
footwear, clothing and the brand's other product offerings.
- 'Less is more', as one item of each product is displayed. Integrated
product placement and colour coordination.
No physical store as the brand operates as an online retailer.
- Store sells womenswear and menswear
- Natural and relaxed atmostphere within the store
- Lots of product on the fixtures (not reflective of the price point)
- Fitting room experience is very personal (name written on the door)
- Hemming alterations and free shipping
- Hosts free in-store fitness sessions and talks
- Digital displays engage with the customer
- Concrete flooring, exposed steel columns create an industial feel
- Colour coordination and integrated product placement are used for
visual merchandising techniques
- Personalised addition services such as, Nike+ Run Analysis, Nike
Run Coach, Customise with NIKEiD and a Bra Fitting Service. The
store also advertises in-store fitness classes and Run Club schedule.

91
WEBSITE
- Primarily an online store for the brand
- Home page features strong imagery of the products
- Clean in design and usability
- Lacks content to engage customers
- Website is reflective of the brand's identity, elegant and
contemporary.
- Clear logo and short descriptive sentences for each sport
categorisation.
- Fitness videos and product placement in the form of 'shopping
ideas'
- Easy to navigate, tabs to filter product searches
- Transparent with information about the company, manufacturing
and sourcing.
- Size chart
- Website is very content driven with focus on building a community
- Can access blog on the website
- Minimal and simple navigation
- Home page has a slide banner with rotating images with featured
products
- Link to Nike+ Training Club website
- Live chat with a 'Nike Women's Expert' for product
recommendations and style tips.
- Website design reflects the brand's image
- Discounts and special deals promoted on the home page
- Tabs to filter products
- Due to the volume of products available, website can seem
overcrowded and overwhelming
- Size guide
- Lacks content, icons link to other communication channels
All brands have website designs that are reflective of their identity, offering easy navigation, transparency in
product and company information giving leverage to the website. Being content driven engages with the
customer and entices them to visit the website more often.

92
MARKETING STRATEGY
SPORTSDIRECT.COM
NIKE WOMEN
LULULEMON
NET-A-PORTER
PAM PAM

93
Nike Women, Lululemon and Net-a-Porter have the strongest overall following. Pam Pam has the weakest
in comparison, but this is as a result of being a new entrant into the sportswear market. Although Facebook
dominates, in terms of reaching out to the most consumers, Instagram comes close. Brands are having to
engage with their customers as well as promoting their products by using captivating, high quality imagery.

94
SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Store Environment
Hosting events engages with the customer and
creates brand loyalty. It also creates talking
points to attract new customers.
Marketing
The brands that are content driven throughout
their communication channels keep customers
interested. Lululemon and Nike do well
to promote healthy 'lifestyles' not just by
advertising their product.
Current Market
There are already established big brands within
the sportswear market. Sports Direct's pricing
strategy allows them to appeal to all ages and
demographics for affordable priced activewear.
Through their high-performance products and
marketing techniques, Nike has achieved brand
loyalty and already has an extensive customer
base.
Current Market
None of the brands have a store that physically
combines all aspects of the 'healthy' lifestyle
such as food and fitness. This creates a unique
selling point for a store that enters into the
market.
Product
Stocking independent labels within the store
that are relatively new and low key, similar to
Net-a-Sporter and Pam Pam, may also form a
USP.
Pricing
High preformance apparel that has fabric
technologies to aid sports preformance can be
costly; this can therefore deter some consumers
when stocking higher priced products/brands
within a store.

98
"We believe and
live by 3 main
values: honesty,
transparency and
quality."
All ingredients used are organic
and locally sourced.
PRICING
Juices: £4 - £7
Superfood Smoothie: £6.5 - £7.5
Coffee & Tea: £2 - £3.5
Toppings: £1 - £2.5
Sweets: £1.5 - £5.9
Meals: £4.5 - £11.9
Salads
Sandwiches
Wraps
Breakfast
LOCATION
4 Locations around London
Exhibition Road,
South Kensington
Thayer Street,
Marylebone
Daniel Galvin Hair Salon
George Street, Marylebone
1Rebel Gym
St Mary Axe, Algate
As well as distributing
through its stores, Roots
& Bulbs use a delivery
service, Deliveroo, for
deliveries across London.
Roots & Bulbs promote
a Juice Plan where
consumers choose 4-5
bottles of selected juices
to drink throughout the
day, in order to 'cleanse or
detox' their body.
Pure: Juicing for life, is a recipe book
for juices and smoothies written by the
Founder of Roots & Bulbs, Sarah Cadji.
6709 LIKES
8167 FOLLOWERS
17.1K FOLLOWERS
UNIQUE SELLING POINT
Cold pressed juices, coded with
letters and numbers. For example,
G1, the 'G' stands for green and the
'1' indicates the vegetable content.
Therefore customers can establish the
fructose content.
(rootsandbulbs.com)

99
Pod sources local, seasonal,
accredited food where possible.
PRICING
Breakfast: £1.80 - £5.99
Hot Lunch: £3.25 - £7.99
Salad & Sandwiches:
£2.99 - £5.99
Snacks & Treats: £1 - £2.99
Smoothies: £3.75
Cold Drinks: £1 - £2.25
Hot Drinks: £1.49 - £2.29
The store uses as many
sustainable materials in the
construction of the shop
as possible. This includes;
recycled glass counters; floor
tiles made with 40% recycled
materials; sustainably sourced
FSC certified timber; some
of their table tops are made
from recycled yoghurt pots
and their furniture is recycled
British vintage. Dishes are also
served in 100% biodegradable
packaging.
LOCATION
Employing under 300
people.
Pod also offer a food
delivery service across
London.
"Pod was created
as a place where
delicious, nutritious,
innovative and
freshly prepared
food could be
served fast to
those looking
for something a
little different for
breakfast or lunch"
(pod.co.uk)
5976 LIKES
5667 FOLLOWERS
480 FOLLOWERS
Freshly prepared healthy 'fast'
food at cheaper prices in
comparison to more low key
health food cafés and juice bars.

100
The Founder of Tanya's,
Tanya Maher, hosts one-
on-one events such as
Raw Food for Beginners.
Customers can also
puchase a detoxifying
cleanse package where
a detox plan is created
and some ingredients are
delivered.
The Uncook Book: The Essential Guide
to a Raw Food Lifestyle, written by
Tanya Maher.
"We wanted to
offer cold pressed
juices and nut
milk coffees
for breakfast,
artisan living
dishes for lunch
and superfood
cocktails after
four"
LOCATION
myhotel,
Ixworth Pl, South Kensington
Fulham Road,
Parsons Green
Selfridges Food Hall
Oxford St, Lodon
Tanya's also deliver across London
through delivery service, Quiqup.
Ingredients are organically
grown and ethically sourced.
PRICING
Breakfast: £4.95 - £5.50
Mains: £6.95 - £10
Snacks & Treats: £2.95 - £4.50
Smoothies: £6.25
Juices: £6.25
Hot Drinks: £2.15 - £4.35
6690 LIKES
2505 FOLLOWERS
30.8K FOLLOWERS
"Everything at Tanya's is raw
living, plant-based, hand-picked,
organically grown, ethically
sourced, and free from refined
sugar, dairy or gluten. That's
some pretty bold claims and we
are proud of them."
(tanyascafe.com)
(tanyascafe.com)

101
As Nature Intended sells their
products at or below the
recommended retail prices
in order to compete with big
supermarket retailers such as
Sainsbury's and Waitrose. They
regularly do price comparisons
between the stores to insure
customers get value for their
money.
The website is simple and
represents the brand's
ethos. It is very content
driven as the tabs relay
information regarding
health foods and how they
benefit the consumer. Key
information about the
store and its suppliers are
also transparent. When
shopping for products
online, there is easy
navigation and products
are categorised by tabs.
"We believe that As
Nature Intended is
a high street retailer
with a difference. We
passionately care about
what we put into and
onto our bodies so we
only sell products with
the highest quality
ingredients."
As Nature Intended is a high
street retailer of all things
organic, from fresh produce to
beer and wine. They also offer
customers an extensive range of
natural remedies and grooming
products.
5569 LIKES
8572 FOLLOWERS
LOCATION
Balham
Chiswick
Spitalfields
Ealing Green
Westfield Stratford City
Marble Arch
All stores host various free events
from food tasting to health advice.
(asnatureintended.uk.com)

102
The Juice Well have
developed a range
of juices clenses that
consumers can select and
personalise according to
their needs.
Subcriptions can be
purchased from the
website, where you can
choose the get juices
delivered for a minimum
subcription of 4 weeks.
Prices range from £285 to
£550.
"In founding The Juice
Well, they are on a
mission to encourage
you to think about
what you’re putting
into your body and
eat more plants. Join
the juice revolution."
LOCATION
1 Location in London
Peter Street, Soho
The Juice Well offer an assorted
selection from their product
range to cater to events. They
also offer competitive wholesale
prices on their cold-pressed
juices, superfood smoothies and
raw foods.
All ingredients are organic and
locally sourced.
PRICING
Juices: £4
Smoothies: £7
Milks, Tonics, Shots & Waters:
£1.95 - £4.50
Salad & Snacks: £2 - £6
All products priced are online
and can be ordered and
delivered across London.
196 LIKES
1263 FOLLOWERS
7467 FOLLOWERS
'Premium' cold pressed juices
are the brand's key product,
selling healthy snacks to
compliment. Their USP is
their minimum monthly juice
subscriptions that can be
purchased on their website as
well as wholesaling their product
to other retailers.
(thejuicewell.co.uk)

103
All or most of the ingredients used by each brand are locally sourced
and organic. Brand's gain customer loyalty through the transparency of
ingredients used. All brands distribute through their store whilst some
use delivery services to transport fresh food and juices to customers
across London. Independent cafés and juice bars offer their customers
detox-packages which can keep existing customers coming back to the
store as well as enticing new ones. They are have a larger following on
Instagram in comparison to their other social media platforms. High
quality images of food and drinks can largely appeal across a broad
range of consumers and create brand visibility. Each store has a USP,
which is essential in such a competitive market.

106
Their studio in Shoreditch
have teamed up with
several local restaurants
and cafes to offer their
members exclusive
discounts and offers on a
range of delicious foods.
They also have a Fuel
Smoothie and Juice Bar
at their Shoreditch and
Queen's Park studio, and a
Fuel Cafe at their studio in
King's Cross.
Frame have also opened a
pop-up store at King's Cross.
It stocks Frame's x Whistles
collaboration, lifestyle brands,
skin-care products and clean-
eating cook books. It also stocks
product from brands Sweaty
Betty and Lululemon, Daquini,
YAS Sport and L’urv.
14K LIKES
7818 FOLLOWERS
9844 FOLLOWERS
168
SUBSCRIBERS
LOCATION
Kings Cross
Queen's Park
Shoreditch
"Everything is done with busy,
working women in mind: from the
pay-as-you-go business model,
to the class duration (30 or 45
minutes), to the “forgot your kit”
box in the studio."
(standard.co.uk, May 2015)
"Frame was put
on Earth to make
sure keeping fit
and healthy never
feels like a chore.
A place to MOVE,
SWEAT and FUEL
your Frame daily."
Frame provides their customers
with fitness classes as opposed
to the traditional gym
environment with treadmill and
weights. Their café and juice bar
provide food and drinks that
are packed with protein, healthy
ingredients and superfoods. The
gym has also collaborated with
Whistles in launching their own
sportswear which firmly places
them within the fashion industry.
(moveyourframe.com)

107
Reebok Sports Club has a spa
and offers a range of traditional
and complementary health
treatments, from GP services to
nutritional therapy.
The Wellness Centre Limited
and Weight Watchers are
companies that have joined with
the fitness club to provide health
care treatments to members.
Reebok Sports Club also
has a shop that sells it's
own branded sportswear
and equipment as well as a
wide range of pre and post
workout protein bars and
shakes.
The Pearson Room
restaurant and cocktail bar
is situated within the health
club and serves an array of
cusines along with a take
away Fitness Food menu.
7477 LIKES
3579 FOLLOWERS
2925 FOLLOWERS
540
SUBSCRIBERS
"Reebok Sport’s Club
is one of Europe’s
largest and most
luxurious health clubs,
offering 100,000
square feet of state-
of-the-art training
space giving you an
unparalleled choice of
fitness options under
one roof."
LOCATION
Canada Square, Canary Wharf
The fitness club offers 210
group exercise classes every
week, 170 exercise machines,
Europe’s largest spin studio,
a 13m climbing wall, 23m UV-
filtered pool, sports hall, golf
lab, bespoke Pilates studios and
more.
Reebok Sports Club is
exceptional in providing a
wide range of services for their
members. Their USP derives
from their climing wall to
the Re:Spa and much more.
As Reebok is already in the
sportswear market, the fitness
club adds to the brand's identity
and enables them to target
consumers from a variety of
demographics.
(reebokclub.co.uk)

108
Both Frame and Reebok create an 'active' lifestyle brand for their customers
by providing services outside of gym and fitness classes. By being able to
workout, shop for sportswear and eat good food, all in one place, it creates
brand loyalty and makes for a more engaging work out experience.
Due to the business strategies of both brands, they can be seen as key
competitors.

111
EVALUATION
After extensive research of various competitors within the sportswear market, gaining an understanding
of overall brand identity, products, pricing and marketing strategy, there is a clear distinction of what the
brands bring to the market.
Despite offering a wide range of products at discounted prices, Sports Direct, indicate that the selling
of products is of more importance than the overall customer experience. There is a lack of 'customer
service', which can deter customers when looking to find a personalised shopping experience when
searching for sportswear that caters to their needs.
With high-quality products and an affordable price strategy, Nike would be a good contender as a brand
to stock within a sportswear store. The brand also has a strong following of customers which would give
leverage to a store's brand visibility.
Lululemon's strengths lie within keeping existing customers and gaining new ones by focusing on their
'community' values. Although they provide free fitness classes, they have yet to indentify themselves within
the health food market.
The high pricing strategy that aligns with Net-a-Sporter's indentity, appeals to a certain demographic
which confines the brand to the luxury market. The brand does however stock a number of brands which
that do not have stores within the UK, differenciating themselves within the sportswear market. This attracts
customers willing to try new brands and provides Net-a-Sporter with USP.
Although their store is aesthetically appealing, Pam Pam's sportswear is primarily made of wardrobe
staples that are fashionable and for non-sporting purposes.
This provides evidence for an opportunity to create a concept sportswear store that caters to women
looking for an overall shopping experience that accomodates their active lifestyles.
Gyms such as Frame and Reebok Sports Club pose the biggest threat in terms of providing
consumers with an established outlet to workout, eat healthy meals and shop for sportswear. In order to
leverage the USP of the proposed concept store, the brand must position itself as a boutique sportswear
store, selling a variety of new and existing sportswear brands whilst hosting additional services that appeal
to target consumers. Competitor analysis shows that consumers buy into health cafés that are transparent
in their products and use organic and locally sourced ingredients.

Part 2 Competitor Research.compressed

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