Further ideas on the trendy fitness customer

I'm working with Saki on developing the business opportunity analysis for the customer group consisting of trendy fitness people. Saki gave excellent ideas in the previous post and I will now try to develop and complete the existing.

Needs

• Trend hunters and surfers. This customer is always looking for the newest and best approved trend and will ride on that trend until the next one takes over. To recognize these trends and to adapt to them is vital for a dept. store. 
• Brands are as important as the newest trends. The customer wants visible brands that are popular in the tribe they belong to. Brand apparel is most often more expensive which means that this customer is willing to spend on purchases that give them satisfaction.
• As Saki mentioned the need for recognition is huge in all channels. Although the live contact and appreciation is of returning importance, social media contact still means a lot. They will seek acceptance and tribal influence from social media which means that we have to be on social media both interacting with and monitoring the customer.

Approaches

• To modernize the sports apparel department and offer the trendiest brands and models.
• Keep other apparel depts. as they are with elegent and trendy apparel this group can use when not at the gym.
• Kids and books sections completely removed. These sections are of no importance for this group and therefore only create distraction and annoy these customers.
• Discount area to remote location. Discount hunters will always go the the discount stand wherever it is located.
• On-The-Go fitness food and lunch. Smoothies on the way to gym etc. 
• Mastering social media. The customer will most probably use Instagram as it allows pictures and following of role models and tribal leaders.
• Co-operation with fitness centers and gyms. Flyers and presence in these venues. Trials or showrooms in these venues.

Benefits

•  Tribal behavior. This group is extremely influenced by each other and will follow tribal leaders. To become the leading option for a few respected customers will bring a constant flow of tribal followers.
• As this tribe is one of the leading ones in society in all (trendy, young, good-looking) other tribes will certainly follow.
• Most customers in this group are young. Influence them now and the will be influenced for life. They will be loyal in future when their income even increases.
• New modern look to the brand. Knows what is trendy and how to serve trends.

 Competition

• Smaller stores in this area exist but offer only too targeted products.
• Stadium is very popular but is too sport orientated.
• The fitness centers themselves offer some similar solutions but cannot compete fully as it not their main product.
• The malls outside city compete with similar offering but the suggested customer group would most certainly prefer service in city center close to their fitness centers and homes.

So what do you think?

/Otto