What is gnc live well

GNC is using the tag line to create an identity for its products but also for the entire retail operation, positioning itself to wellness as The Gap is to clothing. Previously, GNC opted for sporadic, inexpensive marketing efforts in specialized print publications and cable television.

Moving from peripheral advertiser to mainstream is a big move in its strategy to build its brand. But it is keenly aware of smaller companies anxious to grab a share of sales and of large retailers, from low-end department stores to grocery chains, that could delve easily into its territory.

The smaller ones tend to lean heavily toward fitness products or vitamin niches rather than encompassing GNC's wider range spectrum. It would be difficult, analysts have ventured, for any of these to pose a reasonable threat to GNC. Live Well isn't the only niche concept GNC is experimenting with. The first two are natural food stores; Amphora specializes in bath and home fragrance products and is itself a brand carried in the Live Well stores.

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