Differentiated marketing is a strategy also referred to as multi-segment marketing. This is a strategy that allows a brand to stand out to multiple customer segments and focus on groups with a different marketing perspective for each (Farooq, 2019). It is also what allows people to understand why this brand is superior to other competitors in the same industry. If you can’t guarantee low prices then you can gain advantage based on luxury, convenience or customer service (Big eye, 2014).
Two brands that utilize social media marketing within the women’s workout clothing industry are: Fabletics and Gymshark. Fabletics is extremely successful with their marketing efforts, but in my personal opinion Gymshark has more of a popular social media presence.
Fabletics is a women’s athletic apparel line founded by Kate Hudson and promoted by other familiar faces such as Demi Lovato. This particular brand of workout clothing has a keen focus on women of all walks of life making them known for functionality in all activities, as well as providing a large variety of sizes. They also take pride in high quality clothing at affordable prices.
Fabletics is definitely a brand that knows how to get the most out of social media marketing. One specific tactic they use is email campaigns. They send direct emails routinely with images of new items that are available on their website and provide a shop now link that will take you directly to their website. Not to mention, Fabletics also uses sponsored stories on Facebook and sponsored posts on Instagram to bring in potential customers and guide them to their social media pages. The most crucial practice that attributes to their success is influencer marketing. As you may know Kate Hudson already had a substantial following to begin with, therefore when Fabletics came into play it was not difficult to engage that following with her new brand. They continue to use this advantage with several different celebrities with a large social media following. Finally , they are well versed in customer loyalty. The brand encourages customer reviews and publishes them directly on their website. “Fabletics has also increased customer retention by using data technology to track customers and their experience. This data collected provides them with insights on their customers which results in more effective targeting techniques (Edgeworth, 2018).”
Gymshark is a fitness apparel brand based out of the United Kingdom. They have the support of millions on social media and customers in 131 different countries. Gymshark has a larger audience due to the fact that they offer both men and women’s apparel. Fabletics also offers men’s apparel, but this was not until April 2020. Unlike Fabletics, Gymshark did not hit the ground running with a celebrity following. This brand was founded in 2012 by 19 year old Ben Francis and a few of his high school friends. They started as a screen printing business based out of a garage. They are now one of the most recognized brands in the fitness industry. “This growth comes from a devotion to producing innovative, effective performance wear and an ever-expanding social presence, and above all a commitment to the Gymshark vision (Gymshark, n.d.).”
As many of us know social media fitness has become very popular over the years. There are several Instagram fitness gurus with thousands, some millions of followers. Gymshark took huge advantage of social media influencers. “The brand contacted a number of fitness influencers (including high-profile body-builders like Lex Griffin and Nikki Blackketter), sending them free Gymshark apparel in the hope that they would wear and promote the products on their respective social media channels (Gilliand, 2019).” The brand now has several brand ambassadors referred to as Gymshark athletes. Gymshark is also keen on utilizing user generated content. This brings authenticity and rapport to the brand. Gymshark often creates and posts workout videos for their customers to participate in and share on their platforms.
Gymshark regularly looks for feedback from its community, largely on Twitter. The brand creates polls about consumers favorite products and workouts. This allows its audience to feel valued, and continues the cycle of support (Guilliand, 2019).
In conclusion…
Both brands have an outstanding online and social media presence for different reasons. Other brands and companies would benefit greatly from utilizing a few of their tactics. Both brands are clever enough to engage their audiences in unique ways and targeting a niche market. I find Gymshark more appealing on their social media platforms due to their customer engagement and polls taken to embrace their audience. It was much easier for Fabletics to enter the spotlight over a garage based business. Gymshark had to put in the work which is not only respectable but relatable.
References
Farooq, U. (2019). Differentiated Marketing Explained. Retrieved on July 5, 2020 from: https://www.marketingtutor.net/differentiated-marketing/
Big eye. (2014). Why Differentiation Is the Most Important Marketing Tactic. Retrieved on July 5, 2020 from: https://www.bigeyeagency.com/insights/why-differentiation-is-the-most-important-marketing-tactic/#:~:text=Differentiation%20is%20a%20key%20aspect%20of%20effectively%20marketing,them%20based%20on%20luxury%2C%20convenience%20or%20customer%20service.
Edgeworth, A. (2018). 4 Online Retail Marketing Strategy Tips to Learn from Fabletics. Retrieved on July, 5 2020 from: https://www.synthesio.com/blog/online-retail-marketing-strategy-tips-fabletics/
Gymshark. (n.d.). About Us. Retrieved on July 5, 2020 from: https://www.gymshark.com/pages/about-us#:~:text=Gymshark%20is%20a%20fitness%20apparel%20%26%20accessories%20brand%2C,Francis%20and%20a%20group%20of%20his%20high-school%20friends.
Gilliand, N. (2019). Five marketing lessons from the success of Gymshark. Retrieved on July 5, 2020 from: https://econsultancy.com/five-retail-lessons-sportswear-brand-gymshark/
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