ULululemon ufumene isixhobo sokuqina ekhaya 'Isipili' ngo-2020 ukuze asebenzise "imodeli yokuzilolonga edibeneyo" kubathengi bayo. Kwiminyaka emithathu kamva, i-brand ye-athleisure ngoku ihlola ukuthengisa i-Mirror kuba intengiso ye-hardware iphose uqikelelo lwayo lokuthengisa. Inkampani iphinda ijonge ukuphinda iqalise i-digital kunye ne-app-based based offer Lululemon Studio (eyaphinda yasungulwa ngo-2020) ithatha indawo ye-hardware-centric positioning kunye neenkonzo ezisekelwe kwi-app yedijithali.
Kodwa luhlobo luni lwezixhobo zokuzilolonga abathengi benkampani abakhetha ukuzithenga?
Ngokutsho kweeProfayili ze-YouGov - ezibandakanya i-demographic, i-psychographic, i-attitudinal kunye neemetrics zokuziphatha zabathengi - i-57% yabathengi bangoku baseLululemon base-US okanye abantu baseMelika abaya kuqwalasela ukuthenga kwi-brand abazange bathenge naziphi na izixhobo ze-gym kwiinyanga ezili-12 ezidlulileyo. Phakathi kwabo banayo, i-21% ikhethe izixhobo zobunzima basimahla. Ngokuthelekisa, i-11% yabemi ngokubanzi base-US bathenge olu hlobo lwezixhobo zokuzilolonga kwiinyanga ezili-12 ezidlulileyo ukuze bazilolonge kwaye bazilolonge kwindawo yokuzivocavoca okanye ekhaya.
Ngaphezu koko, i-17% yabaphulaphuli bakaLululemon kunye ne-10% yabemi baseMelika ngokubanzi bathenge oomatshini bentliziyo okanye izixhobo ezifana neebhayisikili ezijikelezayo.
Sikwaphonononga idatha ye-YouGov ukubona ukuba zeziphi izinto abaziqwalaselayo xa bethenga izixhobo zokuzilolonga eziza kusetyenziswa kwindawo yokuzivocavoca okanye ekhaya. Iinkcukacha zeeprofayili zibonisa ukuba iimfuno zokufaneleka kunye nokulula kokusebenzisa izixhobo zokuzivocavoca zizinto eziphambili eziqwalaselwa leli qela xa kuthengwa izixhobo zokuzivocavoca (22% kunye ne-20% ngokulandelanayo).
Kubemi baseMelika ngokubanzi, ukukhululeka kokusebenzisa izixhobo zomthambo kunye nexabiso lezona zinto zibalulekileyo xa kuthengwa izixhobo zomthambo (10% nganye).
Ngaphezu koko, i-57% yabaphulaphuli bakaLululemon kunye ne-41% yabemi ngokubanzi abazange bathenge naziphi na izixhobo zokuzilolonga kwiinyanga ezili-12 ezidlulileyo.
Xa kufikwa kuhlobo gym ubulungu Lululemon abaphulaphuli ngoku, 40% basebenze ngokwabo. Enye i-32% inobulungu bejim kwaye i-15% yabo ine-intanethi okanye ekhaya ehlawulelwayo yokubhalisa kwisicwangciso somzimba okanye iiklasi zokuzilolonga. Malunga ne-13% yaba baphulaphuli babhalisele istudiyo esikhethekileyo okanye iklasi ethile efana ne-kickboxing kunye nokujikeleza.
Idatha yeeprofayili ibonisa ngakumbi ukuba i-88% yabathengi bangoku beLululemon okanye abo baya kuqwalasela ukuthenga kwi-brand bavumelana nenkcazo yokuba "banqwenela ingcamango yokuba bafanelekile kwaye banempilo." Abathengi bolu phawu, abangama-80 ekhulwini, bavumelana nengxelo ethi “kubalulekile ukuba (kubo) basebenze ngokwasemzimbeni (kwixesha labo) abangenzi nto ngalo” kwaye i-78% yabo iyavuma ukuba ibinqwenela “ukuba benze umthambo ngakumbi.”
Ukongeza kwimpahla yezemidlalo, iLululemon ikwabonelela ngezixhobo ezinje ngeemonitha zentliziyo nge-sub brand, iLululemon Studio. Ngokutsho kweeProfayili, i-76% yabaphulaphuli bakaLululemon bavumelana nengxelo ethi "izixhobo ezinxitywayo zinokukhuthaza abantu ukuba babe sempilweni." Kodwa i-60% yeli qela iyavumelana nengxelo ethi "iteknoloji enxitywayo ibiza kakhulu."
Ixesha lokuposa: Aug-02-2023
