Part 2 Competitor Research.compressed

COMPETITOR ANALYSISEFMM 6004 STRATEGIC RESEARCHVICTORIA RADFORD, 1309151

INTRODUCTION

1/SPORTS DIRECTBRAND PERSONALITYCURRENT PERFORMANCECONSUMER PROFILEPRODUCTPRICE BRAND MATRIXDISTRIBUTIONSTOREWEBSITEMARKETING STRATEGYADDITIONAL PRODUCT

2/NIKEBRAND PERSONALITYCURRENT PERFORMANCECONSUMER PROFILEPRODUCTPRICE BRAND MATRIXSOURCINGDISTRIBUTIONSTOREWEBSITEMARKETING STRATEGY

3/LULULEMONBRAND PERSONALITYCURRENT PERFORMANCECONSUMER PROFILEPRODUCTPRICE BRAND MATRIXSOURCINGDISTRIBUTIONSTOREWEBSITEMARKETING STRATEGY

4/NET-A-SPORTERBRAND PERSONALITYCONSUMER PROFILEPRODUCTPRICE BRAND MATRIXDISTRIBUTIONWEBSITEMARKETING STRATEGY

CONTENTS1

3

5/PAM PAMBRAND PERSONALITYCONSUMER PROFILEPRODUCTPRICE BRAND MATRIXDISTRIBUTIONSTOREWEBSITEMARKETING STRATEGY

6/COMPARATIVE OVERVIEWCURRENT PERFORMANCEBRAND PERSONALITYCONSUMER PYSCHOGRAPHIC GRAPHBRAND PYSCHOGRAPHIC GRAPHPRODUCTSOURCINGPRICE BRAND MATRIXDISTRIBUTIONSTOREWEBSITEMARKETING STRATEGYSWOT

7/FOODROOTS & BULBSPODTANYA'SAS NATURE INTENDEDTHE JUICE WELLCOMPARATIVE OVERVIEW

8/GYMSFRAMEREEBOK SPORTS CLUBCOMPARATIVE OVERVIEW

EVALUATION

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1

INTRODUCTIONThe 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.

SPORTSDIRECT.COM

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 £2.8bnSALES

+4.7%

SPORTS DIRECT PLC

2014 £2.7bnSALES79.5%

UK total sales

20.5%Europe

total sales

661OUTLETS

440IN THE UK

EMPLOYEES27K

CURRENT PERFORMANCE

-mintel.com

-sportsdirectplc.com

7

TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP20-60 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 ClothingBase LayerBeachwearBikinis and TankinisCharacterChinosCombatsFitness ClothingFleecesGiletsGolf ShirtsGolf TrousersHoodiesJackets and CoatsJeansJeggingsJumpsuits/PlaysuitsKnitwearPlus SizePolo ShirtsPyjamasRunning ClothingShirts

ShortsSkirts and DressesSocksSweatpantsSweatshirtsSwimwearTennis ClothingThree Quarter PantsTights and LeggingsTracksuit BottomsTracksuitsT-ShirtsUnderwearVestsWaterproofsZip Tops

All FootwearAstro TrainersBasketball ShoesBootsCanvas ShoesFitness TrainingFootball BootsGolf ShoesHi TopsCourt and Indoor TrainersIndoor Football TrainersReebok Classic TrainersRunning ShoesSafety BootsSandals and Flip FlopsShoesSkate ShoesTennis ShoesTrainersWalking Boots and ShoesWellies

AccessoriesBagsBeltsCaps and HatsGloves, Hats and ScarvesHair AccessoriesJewellerySlippersSunglassesWatches

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 £32Midi side knot dress

NIKE £18.99 £31.99Jersey tracksuit bottoms

UNDERARMOUR £15 £19.99Running shorts

SOULCAL £22 £44Sweatshirt

KARRIMOR £24.99 £49.99Fleece

USA Pro £9 £34.99Tight pants

SALOMAN £139.99 £219.99Jacket

GORE £35 £50Short sleeve top

ADIDAS £12 £16.99Tank top

NEW BALANCE £67 £95Running shoes

SPEEDO £26.99 £32.99Swimming suit

YOGA MAD £22 £29.99Core fitness mat

10

PRICE BAND MATRIXJACKETS, 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

STORESports 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

VISUAL MERCHANDISING- Integrated product placement- Use of steel fixtures- Lots of products - Colour coordination used - Sections dedicated to certain sporting activities

22

CURRENT PERFORMANCE

803 BRAND FACTORY AND IN-LINE STORES IN THE US AND INTERNATIONAL MARKETEMPLOYEES

62K

2015 £19.8bnSALES

+10%2014 £18bnSALES +15%

£3.7bn

WOMEN'SBUSINESSWHOLESALEREVENUE

-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.

TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP18-45 ABC1 Early Majority

THE COSMOPOLITANS

24

PRODUCT

SHOESLifestyleRunningGym & TrainingTennisGolfFootballBasketballSkateboardingCustomise with NIKEiD

CLOTHINGSports BrasTops & T-ShirtsHoodies & SweatshirtsJackets & GiletsTrousers & TightsShortsSkirts & DressesSocksAccessories & 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.

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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 MATRIXJACKETS & 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

£400ACCESSORIES & 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 Countries679 Factories1, 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

STORENikeTown 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 FOLLOWERS311K 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 FOLLOWERSAlthough 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.

LULULEMON ATHLETICA

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 £1.17bnSALES

+12.95%2014£1.03bnSALES

-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.

TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP25-45 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 MATRIXOUTERWEAR

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 ®SwiftBoolux ™Tencel®Vitasea™Lycra®Seacell®MeshCoolmax®Silverescent®Static® technologyNulu™

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.

NET-A-SPORTER

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.

TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP45-60 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 £325Drop-waist stretch-knit dress

MARA HOFFMAN £125Printed stretch shorts

ZIMMERMANN £205Printed crepe mini skirt

LISA MARIE FERNANDEZ £315Sailor bonded bikini

NIKE £110Tech Fleece hooded top

LAAIN £125Color-block stretch-jersey leggings

MONREAL LONDON £260Stretch-jersey hooded jacket

WEARGRACE £80Yin Yang stretch-jersey top

LIVE THE PROCESS £115Printed stretch-Supplex tank

THE UPSIDE £65Printed stretch-jersey sports bra

BODYISM £70Foam yoga mat

CLEAN AND LEAN £45Ultimate Clean shake, 300g

60


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.

PAM PAM

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.

TARGET AGE SOCIOECONOMIC GROUP PSYCHOGRAPHIC GROUP18-30 BC1 Early Adopter

THE EXPLORER

71

PRODUCT

FootwearSneakersShoesCleaning Products

ClothingDenimDresses & SkirtsHatsOutwearShirtsSocksSweaters SwimwearT-shirtsTopsTrousers & Shorts

LifestyleBagsCardsCeramicJewelleryPublicationsSunglassesTextilesWalletsWell-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 £75Slim straight fit cotton jean

CARHARTT £70Sweat dress

PENFIELD £30Beanie

ELKA £95PVC Raincoat

EDWIN £90Shirt

ADIDAS £55Sweatshirt

Perks and Minis £95Long sleeve tee

FELDT £115Baseball Top

Perks and Minis £230Carrot top fit tapered leg trouser

NEW BALANCE £65Running Shoe

WOOLENMILK £25Ceramic Mug

HERBIVORE BOTANICALS £20Bath Milk

73


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.

COMPARATIVEOVERVIEW

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 EARLYADOPTERS

EARLYMAJORITY

LATEMAJORITY

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 EARLYADOPTERS

EARLYMAJORITY

LATEMAJORITY

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

PRODUCTSP

ORT

SDIR

ECT.

COM

NIK

ELU

LULE

MO

NN

ET-A

-SPO

RTER

PAM

PA

M

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 DOMESTICDELIVERY

INTERNATIONAL DELIVERY

MOBILEAPP

661stores worldwide

440 storesin the UK

931stores worldwide

44storesin the UK

302+stores/showrooms worldwide

11stores/showroomsin the UK

1store 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.

PRICINGJuices: £4 - £7Superfood Smoothie: £6.5 - £7.5Coffee & Tea: £2 - £3.5Toppings: £1 - £2.5Sweets: £1.5 - £5.9Meals: £4.5 - £11.9SaladsSandwichesWrapsBreakfast

LOCATION

4 Locations around London

Exhibition Road,South Kensington

Thayer Street,Marylebone

Daniel Galvin Hair SalonGeorge Street, Marylebone

1Rebel GymSt 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.

PRICINGBreakfast: £1.80 - £5.99Hot Lunch: £3.25 - £7.99Salad & Sandwiches:£2.99 - £5.99Snacks & Treats: £1 - £2.99Smoothies: £3.75Cold Drinks: £1 - £2.25Hot 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"

(po

d.c

o.u

k)

5976 LIKES

5667 FOLLOWERS

480 FOLLOWERS

UNIQUE SELLING POINTFreshly 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 HallOxford St, Lodon

Tanya's also deliver across London through delivery service, Quiqup.

Ingredients are organically grown and ethically sourced.

PRICINGBreakfast: £4.95 - £5.50Mains: £6.95 - £10Snacks & Treats: £2.95 - £4.50Smoothies: £6.25Juices: £6.25Hot 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


BalhamChiswickSpitalfieldsEaling GreenWestfield Stratford CityMarble 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.

PRICINGJuices: £4Smoothies: £7Milks, Tonics, Shots & Waters: £1.95 - £4.50Salad & 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

COMPARATIVE OVERVIEW

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 CrossQueen's ParkShoreditch

"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

COMPARATIVE OVERVIEW

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

EVALUATIONAfter 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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Transcript of Part 2 Competitor Research.compressed