3. Conclusion

3 . C O N C L U S I O N

For Gymshark to become a driver of change in the apparel industry and to compete with big brands like Nike and Adidas, they need to become more innovative with their ideas and respond innovatively and quickly to the emerging expectations of the sustainable consumer. They also need to look at the expectation gaps between what the consumer wants and what they currently have (Mason et al, 2015), consumer behaviour is moving towards sustainable products and it is, therefore, a good financial investment for Gymshark.

As stated in this report sustainability is not just a trend but an expectation, companies are now expected to be practising sustainable practices to help reduce their footprint on the environment. Gymshark has started to move towards a more sustainable and environmentally friendly future but it needs to be innovative with what it does. That’s why ‘Poly-Circular’ thinking in the apparel industry is a good investment for the brand to head towards as it will lead to meeting the wants, needs and desires of the sustainable consumption of sportswear apparel. this is because it helps reduce the carbon footprint of the consumer and the brand.

For Gymshark to introduce a product line, like the ‘Poly-Circular’ bags, the brand will meet the emerging expectation of their consumer, because asking consumers to “throw it the right way” isn’t enough, there needs to be production-level change (Gymshark, n.d). By implementing this new product line, Gymshark will become a focal point for sustainable sports accessories and will change the behaviour of consumers consumption of sportswear and will make a rippling effect in the market, with hopefully other brands following suit. Inevitably becoming a market leader, in not only sports apparel but also in sustainable sports accessories.

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