Gymshark targets wider customer base with Clothes Show sponsorship
The rise of the athleisure trend has caused a change in events strategy for UK-based online sports and fashion retailer Gymshark. The company, which is headquartered in the Midlands, has announced its attendance at this year's Clothes Show fashion and beauty event in December as one of the main sponsors.
It’s the first time Gymshark has exhibited there despite its strong presence at sports and fitness expos like Body Power, LA Fit and the Arnold Classic in Melbourne, Australia.
The company, which claimed to be the fastest growing online apparel brand in the fitness aesthetic market globally last year, is seeing strong growth this year too as it implements its strategy to reach a much wider audience beyond its core customer.
It said it’s hoping to reach a a broader spread of predominantly female fans at the Clothes Show, having seen demand for its womenswear category grow by 100% over the past 12 months, against overall 50% year-on-year growth for the entire brand.
Women’s trading manager Katie Watkinson said that with the “disconnect between fashion and fitness” breaking down, more women are looking for sportswear that combines functionality with fashion.
Visitors to the Gymshark stand at the Clothes Show will be able to view the brand's bestselling lines, along with the autumn/winter 2016 capsule collection. The company is also investing in price reductions, special offers and free gifts for the show.
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