Athleisure Marketing Strategy; anuk
This marketing strategy focuses on the analysis of a new athleisure brand, anuk, to establish and promote their own brand perspectives.
Team
2 x UX/UI Designer
Timeline
Jan - Apr 2023
Tools
Figma
Illustrate
Photoshop
Indesign
Competitor Analysis.
Online
● Clean and modern website design
● Responsive design for desktop and mobile devices
● Mobile app for shopping and booking fitness classes
● Strong presence on Instagram, Twitter, and Facebook
● Lifestyle content related to healthy living and wellness
Offline
● Minimalistic store design with natural elements
● Wide range of products
● Premium pricing and high quality designs
● Personalized and engaging customer experience
● Helpful advice and styling tips from store staffs
Forester Economic Model.
Reach Channel
Relationship Channel
serves your existing customers.
● Social Media
(Instagram, YouTube, TikTok, Facebook)
● Loyalty Program
● Partnership
● Mail
● App
gets you into the consideration set.
● TV Commercial
● Word of Mouth
● Influencer / Celebrity
● YouTube
● National Sports Team Outfit
Depth Channel
tells your product’s story.
● Store
● Website
● Yoga Studio
● App
● Sales
Persona.
Megan Moore
30 | Manhattan, NY | Data Analyst
❤️
“I value activewear that fits well and supports my active lifestyle
while being produced ethically and sustainably.”
Goals
Her goal is to maintain a healthy and balanced lifestyle by consistently prioritizing her physical and mental well-being through workouts.
Needs
● High-quality, comfortable activewear that supports her active lifestyle
● Achieves work-life balance through regular exercise and healthy lifestyle choices
● Wants to stay up-to-date with the latest wellness trends
Pain Points
● Activewear that does not fit well or perform during workouts
● Brands that do not prioritize ethical and sustainable practices in their production and sourcing
● Lack of time to shop
Empathy Map.
— Thinks
“Wants to lead a balanced and healthy lifestyle.”
“Interested in yoga and meditation practices.”
“Seeks trendy & aesthetically pleasing products.”
“Motivated to improve her overall well-being.”
“Concerned about the impact of her actions on the environment.”
“Inspired by the peacefulness and serenity of yoga and meditation.”
— Feels
— Says
“I need to find comfortable and stylish activewear.”
“I love finding new yoga poses to try.”
“I want to find ways to reduce my carbon footprint.”
“Researches sustainable and eco-friendly products.”
“Shops functional and fashionable activewear.”
“Practices yoga and meditation regularly.”
— Does
Interview Questions.
01/
Closed Questions
02/
Open Questions
03/
Probing Questions
Do you wear sportswear?
Yes / No
How often do you wear sportswear a week?
None / 1-2 / 3-4 / 5+
Do you wear sportswear outside of workout as well?
Yes / No
Can you provide an example of a sportswear brand that you admire?
I love lululemon. Their products are always high quality, the attention to detail they put into their designs, and the emphasis they place on customer experience.
How would you describe your ideal sportswear brand?
My ideal sportswear brand would prioritize comfort and versatility. I want clothing that I can wear for my workouts but also for hanging out with friends.
Can you describe a specific experience or moment that stands out when wearing sportswear?
I love wearing my favorite yoga pants when I’m practicing because they are so comfortable and stretchy. It’s like a second skin, and it helps me focus on my practice without any distractions.
How important is versatility in sportswear when considering wearing it outside of working out?
I prefer sportswear that I can wear for multiple purposes. It’s important for me to be able to wear it not only to the gym but also out and about for a casual look.
Marketing Campaign.
Online
E-mail is designed to engage and educate customers about anuk’s brand, values, and new offerings, which is an effective way to build relationships with customers, communicate their values and offerings, and drive sales and customer loyalty.
Instagram is a powerful source to build brand awareness, engage with customers, and drive user-generated content. By encouraging followers and customers to use the unique hashtag #anukinlife, anuk can create a community around their brand and increase our visibility on the platform.
2. Offline
Yoga Studio
A yoga studio to promote anuk and build a community around it should focus on building strong relationships with current and potential customers. By creating a sense of community and providing value to students, the studio can increase retention and attract new customers through positive word-of-mouth.