Some important insights from Steve Hewitt, CEO of Gymshark, about growing consumer brands and achieving authenticity:
- Internationalisation: focus on the same consumer group regardless of territory to ensure your tone of voice and product offering are globally consistent
- Connecting with consumers on social media: engagement is more important than the number of followers
- Having the right people: culture and having a team which is customer-obsessed are key factors for success.
Some interesting points being made around genuine brand focus and authenticity, rather than the old world of global mass marketing, to hit the right note when appealing to the millennial generation.
I saw that the brand had something really special and an opportunity to really connect and understand its core consumer together with an ability to scale the brand globally as a result. The consumer engagement into the brand is like something I have never seen in 20 years in being in the industry.