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Part 2 Competitor Research.compressed
- 1. COMPETITOR ANALYSIS EFMM 6004 STRATEGICRESEARCH VICTORIA RADFORD, 1309151
- 3. INTRODUCTION 1/SPORTS DIRECT BRAND PERSONALITY CURRENTPERFORMANCE 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 COMPARATIVE OVERVIEW 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
- 5. 1 INTRODUCTION The objective ofthis 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.
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- 8. 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
- 9. 5 PACKAGING - Swing tagsare 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
- 10. 6 OPERATING IN THEUK & 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
- 11. 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.
- 12. 8 PRODUCT BRANDS SportsDirect.com is asports 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.
- 13. 9 LIPSY £32 Midi sideknot 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
- 14. 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.
- 15. 11 DISTRIBUTION The company has661 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
- 16. 12 STORE Sports Direct's storeon 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.
- 17. 13 Simple and cheapplastic 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.
- 18. 14 WEBSITE The website designreflects 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.
- 19. 15 MARKETING STRATEGY 454K LIKES33.4K 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.
- 20. 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.
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- 24. 20 BRAND PERSONALITY To bringinspiration 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
- 25. 21 PACKAGING - Could benefitfrom telling the consumer about the use of the product - Some swing tags descibe property of the fabric - Recyclable brown paper bags and footwear packaging VISUAL MERCHANDISING - Integrated product placement - Use of steel fixtures - Lots of products - Colour coordination used - Sections dedicated to certain sporting activities
- 26. 22 CURRENT PERFORMANCE 803BRAND FACTORYAND 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
- 27. 23 CONSUMER PROFILE The Cosmopolitanis 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. TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP 18-45 ABC1 Early Majority THE COSMOPOLITANS
- 28. 24 PRODUCT SHOES Lifestyle Running Gym & Training Tennis Golf Football Basketball Skateboarding Customisewith 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.
- 29. 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.
- 30. 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.
- 31. 27 SOURCING & ETHICS ofNIKE 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
- 32. 28 DISTRIBUTION Nike has 803stand-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/
- 33. 29 STORE NikeTown is Nike'sflagship 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.
- 34. 30 The swing tagswere 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.
- 35. 31 WEBSITE The design ofthe 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.
- 36. 32 MARKETING STRATEGY 27.5M FOLLOWERS 311KSUBSCRIBERS 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.
- 37. 33 1M SUBSCRIBERS 20KFOLLOWERS 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.
- 38. 34 Unlike Nike's othercampaigns 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.
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- 42. 38 BRAND PERSONALITY Creating componentsfor 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
- 43. 39 PACKAGING - Recycled andreuseable 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) VISUAL MERCHANDISING
- 44. 40 CURRENT PERFORMANCE +302 STORES OPERATINGIN 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
- 45. 41 CONSUMER PROFILE She ispart 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. TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP 25-45 AB Early Majority THE NEW-AGE
- 46. 42 PRODUCT Although originally awomenswear 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
- 47. 43 RELAXEDHUGGED TIGHTNAKEDHELD IN Runningskirt £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
- 48. 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.
- 49. 45 SOURCING & ETHICS Oursustainability 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
- 50. 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.
- 51. 47 STORE Lululemon's store onMarylebone 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.
- 52. 48 Integrated merchandising isused 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.
- 53. 49 WEBSITE Lululemon's website designis 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.
- 54. 50 MARKETING STRATEGY 2.1M FOLLOWERS34.8KSUBSCRIBERS 804K FOLLOWERS1.25M LIKES 1M SUBSCRIBERS BLOG
- 55. 51 Lululemon has a strongpresence 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.
- 56. 52 Lululemon don't relyon 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.
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- 60. 56 BRAND PERSONALITY Since launchingin 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
- 61. 57 CONSUMER PROFILE Money isnot 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. TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP 45-60 A Early Adopter THE HAVES
- 62. 58 PRODUCT Net-a-Porter stocks womenswearonly. 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.
- 63. 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
- 64. 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
- 65. 61 Net-a-Porter is reknownfor 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.
- 66. 62 DISTRIBUTION Net-a-Sporter is an e-commerce retailingsite, delivering to 170 countries worldwide. As well as having an online portal, they also offer customers the choice to purchase products via an app.
- 67. 63 WEBSITE The website isreflective 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.
- 68. 64 MARKETING STRATEGY 1.3M SUBSCRIBERS767K 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.
- 69. 65 Net-a-Porter adopted a hashtagmarketing 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.
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- 72. 68 BRAND PERSONALITY Pam Pamis 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
- 73. 69 PACKAGING - Pam Pamuse 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. VISUAL MERCHANDISING
- 74. 70 CONSUMER PROFILE The Exploreris 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. TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP 18-30 BC1 Early Adopter THE EXPLORER
- 75. 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.
- 76. 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
- 77. 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.
- 78. 74 DISTRIBUTION Pam Pam hasone store in London. They also distribute through their website and ship domestically and internationally via Royal Mail.
- 79. 75 STORE The store hasa 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.
- 80. 76 Visual merchandising isreflective 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.
- 81. 77 WEBSITE The website makesgood 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.
- 82. 78 MARKETING STRATEGY 3.6K FOLLOWERS 281FOLLOWERS694 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.
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- 87. 83 BRAND PERSONALITY - Luxuryonline 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
- 88. 84 CONSUMER PYSCHOGRAPHIC GRAPH INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS TheExplorer 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.
- 89. 85 BRAND PYSCHOGRAPHIC GRAPH INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS Nikeand 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.
- 90. 86 PRODUCTSPORTSDIRECT.COMNIKELULULEMONNET-A-SPORTERPAMPAM SportsDirect.com offers womena 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.
- 91. 87 SOURCING No available informationas multiple brands are stocked. No available information as multiple brands are stocked. 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.
- 92. 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.
- 93. 89 DISTRIBUTION STORES WEBSITE DOMESTIC DELIVERY INTERNATIONAL DELIVERY MOBILE APP 661 stores worldwide 440stores 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
- 94. 90 STORE There is ahuge 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.
- 95. 91 WEBSITE - Primarily anonline 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.
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- 97. 93 Nike Women, Lululemonand 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.
- 98. 94 SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS StoreEnvironment 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.
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- 102. 98 "We believe and liveby 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)
- 103. 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 22 Locations around London 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 UNIQUE SELLING POINT Freshly prepared healthy 'fast' food at cheaper prices in comparison to more low key health food cafés and juice bars.
- 104. 100 The Founder ofTanya'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 3 Locations around London 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 UNIQUE SELLING POINT "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)
- 105. 101 As Nature Intendedsells 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." UNIQUE SELLING POINT 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 6 Locations around London 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)
- 106. 102 The Juice Wellhave 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 UNIQUE SELLING POINT '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)
- 107. 103 COMPARATIVE OVERVIEW All ormost 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.
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- 110. 106 Their studio inShoreditch 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 3 Location in London 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." UNIQUE SELLING POINT 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)
- 111. 107 Reebok Sports Clubhas 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 1 Location in London 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. UNIQUE SELLING POINT 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)
- 112. 108 COMPARATIVE OVERVIEW Both Frameand 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.
- 115. 111 EVALUATION After extensive researchof 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.
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