Lululemon yakawana mu-imba yekusimbisa michina brand 'Mirror' muna 2020 kuti iwedzere "hybrid Workout modhi" kune vatengi vayo. Makore matatu gare gare, mhando yemitambo yave kuongorora kutengesa Mirror nekuti kutengesa kwehardware kwakapotsa kutengesa kwayo. Iyo kambani iri kutarisa zvakare kutangisa yayo yedhijitari uye app-yakavakirwa inopa Lululemon Studio (iyo yakatangwa zvakare muna 2020) ichitsiva yayo yapfuura Hardware-centric chinzvimbo nedhijitari app-based services.
Asi rudzii rwemidziyo yekusimbisa muviri iyo vatengi vekambani vanosarudza kutenga?
Zvinoenderana neYouGov Profiles - iyo inovhara huwandu hwevanhu, psychographic, maitiro uye maitiro evatengi metrics - 57% yeLululemon's US vatengi vemazuva ano kana vekuAmerica vangafunga kutenga kubva mumhando havana kutenga chero midziyo yejimu mumwedzi gumi nemiviri yapfuura. Pakati peavo vane, 21% vakasarudza yemahara uremu michina. Kana tichienzanisa, 11% yeruzhinji rweUS yakatenga rudzi urwu rwemichina yekurovedza muviri mumwedzi gumi nemiviri yadarika kuti vashande pamwe nekurovedza muviri mujimu kana kumba.
Uyezve, 17% yevateereri vaLululemon uye 10% yehuwandu hweAmerica vakatenga michina yemwoyo kana michina yakaita semabhasikoro.
Isu tinoongorora zvakare YouGov data kuti tione kuti ndezvipi zvinhu zvavanofunga kana vachitenga michina yekurovedza muviri kuti ishandiswe mujimu kana kumba. Nhoroondo dze data dzinoratidza kuti zvinodiwa zvekusimbisa muviri uye kureruka kwekushandisa midziyo yejimu ndizvo zvinhu zvepamusoro zvinotariswa neboka iri parinotenga midziyo yejimu (22% uye 20% zvichiteerana).
Kune ruzhinji rwevanhu vekuAmerica, kureruka kwekushandisa gym midziyo uye mutengo ndizvo zvinonyanya kukosha zvinhu kana uchitenga gym midziyo (10% imwe neimwe).
Uyezve, 57% yevateereri vaLululemon uye 41% yevanhu vakawanda havana kutenga chero zvigadzirwa zvejimu mumwedzi gumi nemiviri yapfuura.
Kana zvasvika kune rudzi rwejimu nhengo yevateereri veLululemon parizvino vane, 40% vanoshanda voga. Vamwe 32% vane nhengo yegym uye 15% yavo ine online kana-pamba inobhadharwa kunyorera chirongwa chekusimba kana makirasi ekurovedza muviri. Vanosvika 13% yevateereri ava vane kunyorera kune yakakosha studio kana kirasi chaiyo sekickboxing uye spinning.
Profiles data zvakare inoratidza kuti 88% yevatengi vemazuva ano veLululemon kana avo vangafunga zvekutenga kubva kumhando vanobvumirana nemashoko ekuti "vanoshuva pfungwa yekuve vakakwana uye vane hutano." Vatengi vechiratidzo ichi, 80%, vanobvumirana nemashoko anoti “zvakakosha kuti (ivo) vashande musimba (yavo) nguva yavanenge vasara” uye 78% yavo vanobvuma kuti vaishuva kuti dai “vaita maekisesaizi akawanda.”
Pamusoro pezvipfeko zvemitambo, Lululemon inopawo zvishongedzo senge moyo monitors kuburikidza neiyo sub brand, Lululemon Studio. Maererano neProfiles, 76% yevateereri vaLululemon vanobvumirana nemashoko okuti "midziyo inopfeka inogona kukurudzira vanhu kuti vave neutano hwakanaka." Asi 60% yeboka iri vanobvumiranawo nemashoko ekuti "teknolojia inopfeka inodhura zvakanyanya."
Nguva yekutumira: Aug-02-2023
