Constant talk of recession and inflation means most business owners are firmly in ‘play it safe’ mode.
Marketing budgets are slashed and growth plans put on ice.
But not everyone is taking this approach.
Activewear brands Gymshark in the UK and local legends LSKD, here in Aus, have both chosen these turbulent times to go beyond their online retail roots, and launch physical, flagship stores.
Are they playing the Zuckerberg strategy of over optimism?
Absolutely not. Founders of both brands, Ben Francis and Jason Daniel are simply keyed into the mindset of their audience.
Led by these authentic, active humans who ‘chase the vibe’ (to borrow Jason’s line), their customers are all about getting out there and getting into it, rather than observing life through a digital screen.
These stores aren’t simply retail outlets. They’re club houses to the committed, that provide connection, motivation and inspiration.
And while countless other brands are playing it safe, these guys are pumping up their presence and spreading positivity when people need it most.
No pain, no fame.
Thanks for reading.