Whilst studying for my BA Contour Fashion, I had the pleasure of working with Gymshark on a client project. We where given the option of working with Gymshark or CoCo de Mer. I felt I had focused a lot on lingerie construction during my study and therefore wanted to try sportswear to expand my skillset and knowledge.
Market Research Report
I think many people are familiar with the brand of Gymshark (I know I have about 6 pairs of their leggings!) They are one of the giants in sportswear and it was truly a pleasure to work to a client brief for them. I started the process by focusing on who they where and the type of target market that they attracted.
From the research, it became apparent that we where focusing on a younger target market who live an active lifestyle (obviously). I was inspired by the concept of women in the gym and in particular "the busy woman" and her relationship with the gym. Having studied a time demanding subject, I felt the most relation to the juggling act approach towards health. It was a minefield of trying to stay active but accomplish all you set out to achieve.
Please see below the client market research with the target client boards.
Sketchbook
After figuring out my clientele, the next logical step was to figure out an aesthetic/theme. As you may have seen from the client boards, an active lifestyle is best portrayed in aesthetically impressive environments, such as: the sea/beach. My thought behind this was bringing the aesthetic of the sea to the gym!
I loved creating and experimenting in this sketchbook as I used a variety of methods to help capture the mesmerising shapes of water in all its forms. It was such a wide focus area that I feel it could easily accommodate a clothing range.
During the experimentation through my sketchbook, I decided that I wanted to develop a print for this item as Gymshark tends to favour block colours and I wanted to expand their aesthetic.
Development File
When it came to developing the style of the garment that I wanted to produce, I already had a very strong idea of what I wanted to create. I wanted to create an all-in-one gym jumpsuit for the "busy woman". This was a particular challenge as I wanted to make the jumpsuit without any fastenings etc. It needed to be supportive but able to be slipped on with minimal effort and no fastenings.
This took a lot of trial and error. I experimented with a variation of fabric and styles to best accommodate the parameters of the project. Please see below.
Tech File
For this project, a tech pack needed to be submitted for the proposed design. Please see below.
Gymshark Submission - Final Project
