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Ndiani anotevera lululemon?

Akakurumbira Emerging Brands

Mumakore achangopfuura, kushanduka kwemararamiro akasiyana-siyana emitambo kwakapisa mukurumbira wezvikwata zvakawanda zvemitambo, zvakadai seLululemon munharaunda yeyoga. Yoga, iine zvidiki zvidiki zvenzvimbo uye yakaderera yekupinda chipinganidzo, yave yakasarudzika sarudzo yekurovedza muviri kune vakawanda. Nekuona kugona mumusika uyu, mhando dzeyoga-centric dzakawedzera.

Kupfuura iyo ine mukurumbira Lululemon, imwe nyeredzi iri kusimuka ndeye Alo Yoga. Yakatangwa muUnited States muna 2007, ichienderana nekutanga kwaLululemon paNASDAQ uye Toronto Stock Exchange, Alo Yoga yakakurumidza kuwana traction.

Zita remhando "Alo" rinotorwa kubva kuMhepo, Nyika, uye Ocean, ichiratidza kuzvipira kwayo mukuparadzira pfungwa, kusimudzira hupenyu hune hutano, uye kukurudzira nharaunda. Alo Yoga, kufanana neLululemon, inotevera nzira yekutanga, kazhinji inodhura zvigadzirwa zvayo kupfuura Lululemon.

ALOHOUSE

Mumusika wekuNorth America, Alo Yoga yakawana kuoneka kwakakosha pasina mari yakawanda pazvibvumirano, ine zvidhori zvemafashoni seKendall Jenner, Bella Hadid, Hailey Bieber, naTaylor Swift anowanzoonekwa muAlo Yoga zvipfeko.

Danny Harris, co-muvambi weAlo Yoga, akasimbisa kukurumidza kwerudzi, nemakore matatu akateedzana ekuwedzera kunoshamisa kubva ku2019, kusvika pamadhora bhiriyoni mukutengesa panosvika 2022. Tsime riri padyo neiyo brand rakaburitsa kuti kupera kwegore rapfuura, Alo Yoga yaiongorora mikana mitsva yekudyara iyo inogona kukoshesa mhando kusvika kumadhora bhiriyoni gumi. Kusimba hakugumiri ipapo.

Muna Ndira 2024, Alo Yoga yakazivisa kubatana naBlackpink's Ji-soo Kim, vachigadzira madhora miriyoni zana nemazana mapfumbamwe emadhora muFashoni Media Impact Value (MIV) mukati memazuva mashanu ekutanga, pamwe nekuwedzera kwekutsvaga kweGoogle uye kukurumidza kutengeswa kwezvinhu kubva muunganidzwa wechirimo, zvichiwedzera kuzivikanwa kwechiratidzo muAsia.

Alo-Yoga-Vakatanga

Exceptional Marketing Strategy

Kubudirira kweAlo Yoga mumusika weyoga wemakwikwi kunogona kuverengerwa kune akakosha nzira dzekushambadzira.

Kusiyana neLululemon, iyo inosimbisa kupfeka kwechigadzirwa uye hunhu, Alo Yoga inotungamira dhizaini, ichibatanidza kucheka kwakashongedzwa uye huwandu hwemavara emafashoni kugadzira kutaridzika kwakanaka.

Pasocial media, zvigadzirwa zvepamusoro zveAlo Yoga hazvisi zvechinyakare yoga bhurugwa asi kuti mesh tights uye dzakasiyana siyana dzezvirimwa. Dhijitari yekushambadzira agency, Stylophane, yakamboisa Alo Yoga seyechimakumi mana nenhanhatu yakabatikana fashoni brand pa Instagram, ichipfuura Lululemon, iyo iri pachinzvimbo chechi86.

Exceptional Marketing Strategy

Mukushambadzira kwemhando, Alo Yoga inosimudzira kufamba kwekurangarira, ichipa huwandu hwakasiyana hwezvigadzirwa kubva kuvakadzi kusvika kune zvipfeko zvechirume, pamwe nemadhirezi, uye nekuwedzera kushambadzira kushambadzira kunze kwenyika. Zvikuru, zvitoro zveAlo Yoga zvemuviri zvinopa makirasi uye anotambira fan zviitiko kudzamisa chitupa chemushandisi.

Zvirongwa zveAlo Yoga zvekuchengetedza zvakatipoteredza zvinosanganisira hofisi ine simba rezuva, kaviri-zuva nezuva studio yoga, chiteshi chekuchaja mota yemagetsi, chirongwa chekutsvaira tsvina, uye misangano mubindu rekufungisisa reZen, kusimbisa simba remhando uye ethos. Kushambadzira kweAlo Yoga kwesocial media kwakasarudzika, kunoratidza akasiyana siyana evarapi veyoga vanoita mafambiro akasiyana munzvimbo dzakasiyana, vachivaka nharaunda yakasimba yevanofarira.

Mukuenzanisa, nepo Lululemon, ine makore anopfuura makumi maviri ebudiriro, inotsvaga kuwedzera mutsara wayo wechigadzirwa chemazuva ese kupfeka, kushambadzira kwayo kunoramba kwakanangana nehunyanzvi hwekubvumidza uye zviitiko zvemitambo.

Kufananidza mhando, zviri pachena: "Imwe inovavarira fashoni yakanaka, imwe yehunyanzvi hwekumhanya."

Ko Alo Yoga ichave iyo inotevera Lululemon?

Alo Yoga inogovera nzira yakafanana yekusimudzira neLululemon, kutanga neyoga pants uye kuvaka nharaunda. Zvisinei, nguva isati yakwana kuzivisa Alo seLululemon inotevera, muchidimbu nokuti Alo haaoni Lululemon semukwikwidzi wenguva refu.

Danny Harris akataura kuWall Street Journal kuti Alo ari kunanga kudhijitari, kusanganisira kugadzira nzvimbo dzehutano mune metaverse, nezvinangwa zvebhizinesi zvakatarisira kumakore makumi maviri anotevera. "Isu tinozviona isu semhando yedhijitari pane yemhando yembatya kana mutengesi wezvidhinha nedhaka," akadaro.

Muchidimbu, zvishuvo zveAlo Yoga zvinosiyana neLululemon's. Nekudaro, izvi hazvidzikisi kugona kwayo kuve brand ine simba.

Ndeupi Yoga kupfeka mutengesi ane mhando yakafanana nealo?

ZIYANG isarudzo yakakodzera kutariswa. Iri muYiwu, guta guru repasirese, ZIYANG inyanzvi yekupfeka yeyoga fekitori inotarisana nekugadzira, kugadzira, uye kushambadzira kwekutanga-kirasi yoga kupfeka kwemhando dzepasirese uye vatengi. Ivo vanosanganisa zvisina musono hunyanzvi uye hunyanzvi kuti vagadzire emhando yepamusoro yehuyo yoga inopfekwa, ine fashoni, uye inoshanda. Kuzvipira kweZIYANG kuita zvakanaka kunoratidzwa mukusona kwese kweungwaru, kuve nechokwadi chekuti zvigadzirwa zvayo zvinodarika zviyero zvepamusoro zveindasitiri.Bata nekukurumidza


Nguva yekutumira: Jan-07-2025

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