Introduction

1 .

I N T R O D U C T I O N

Gymshark is a British Apparel company, established in 2012, it concentrates on the production of performance-enhancing sportswear for the sports community (Davis. et al, n.d). It aims to achieve its goal of producing innovative, effective performance wear, and obtain an ever-expanding social presence and staying true to the company’s vision, “Before there is an action, there is an idea” (Gymshark, 2019). Gymshark has solidified its brand recognition and popularity over the years with its successful marketing campaigns and is now seen as a leader in sleek and comfortable gym wear (Davis. et al, n.d). The brand relies heavily on social media marketing with the use of its influencers to influence consumers behaviour and buying decisions. The influencers influence consumers to buy trendier and more fashionable athletic apparel which are comfortable enough to be leisure apparel as well. Whitney Simmons (@whitneyysimmons) see fig 1- is a major social media influencer for Gymshark, with a following of 3.2million on Instagram alone, she has helped gain a lot of consumers’ trust in the brand, who now feel confident with making purchases with the brand (Davis. et al, n.d).

Figure 1