Izindaba zabagqugquzeli bokufaneleka asebezuze udumo zihlala zidonsa okuthakaselayo abantu. Izibalo ezinjengo-Pamela Reif kanye noKim Kardashian zibonisa umthelela obalulekile ongaba nethonya labagqugquzeli bokufaneleka.
Uhambo lwabo ludlulela ngale kokukhangisa komuntu siqu. Isahluko esilandelayo ezindabeni zabo zempumelelo sibandakanya izingubo zokufaneleka, imboni ethuthukayo kokubili eYurophu naseMelika.
Isibonelo, i-Gymshark, uhlobo lwezimpahla zokufaneleka olwaqalwa ngo-2012 ngumthandi wokuqina womzimba u-Ben Francis oneminyaka engu-19 ubudala, lalinganiselwa ku-$1.3 billion ngesikhathi esisodwa. Ngokufanayo, uhlobo lwezimpahla ze-yoga yaseNyakatho Melika i-Alo Yoga, lusekelwa abagqugquzeli nabalandeli babo, selakhe ibhizinisi lezingubo zemidlalo ngokuthengiswa kwaminyaka yonke okufika kumakhulu ezigidi zamaRandi. Inqwaba yabagqugquzeli bokufaneleka e-Europe naseMelika, abaqhosha ngezigidi zabalandeli, bethule ngempumelelo futhi baphatha ezabo izinhlobo zezingubo zemidlalo.
Isibonelo esiphawulekayo uChristian Guzman, umgqugquzeli wokuqina osemusha waseTexas. Eminyakeni eyisishiyagalombili edlule, walingisa impumelelo ye-Gymshark ne-Alo ngokwakha uhlobo lwakhe lwezingubo zemidlalo - i-Alphalete. Eminyakeni eyisishiyagalombili esebenza ngezimpahla zokuqina, manje usedlule ku-$100 million ngenzuzo.
Abagqugquzeli bokufaneleka abaphumeleli ekudaleni okuqukethwe kuphela kodwa nasemkhakheni wezingubo zokufaneleka, ikakhulukazi ezimakethe zaseYurophu nezaseMelika.
Izingubo ze-Alphalete zenzelwe ukulingana imizimba yabaqeqeshi, kusetshenziswa izindwangu ezilungele ukuqeqeshwa kwamandla. Isu labo lokumaketha libandakanya ukusebenzisana nabagqugquzeli bokuqina, okusize i-Alphalete ukuba iveze indawo yayo emakethe yezingubo zemidlalo egcwele abantu.
Ngemva kokusungula ngempumelelo i-Alphalete emakethe, uChristian Guzman wamemezela kuvidiyo ye-YouTube ngoMashi ukuthi uhlela ukuthuthukisa indawo yakhe yokuzivocavoca, i-Alphaland, futhi ethule uhlobo olusha lwezingubo.
Abagqugquzeli bokufaneleka ngokwemvelo banobudlelwane obuqinile nezingubo zokufaneleka, izindawo zokuzivocavoca, nokudla okunempilo. Ukukhula okumangalisayo kwemali ka-Alphalete engaphezu kwezigidi ezingu-100 zamaRandi eminyakeni eyisishiyagalombili kuwubufakazi balokhu kuxhumana.
Njengamanye amabhrendi aqhutshwa ngabagqugquzeli afana ne-Gymshark ne-Alo, i-Alphalete iqale ngokukhomba izethameli zokufaneleka, ikhuthaza isiko lomphakathi elishisekayo, nokugcina amazinga okukhula aphezulu ezigabeni zayo zokuqala. Bonke baqala njengosomabhizinisi abajwayelekile, abasebasha.
Kubathandi bokufaneleka, i-Alphalete cishe igama elijwayelekile. Kusukela kuphawu lwayo oluyisithonjana lwe-wolf head ekuqaleni kwayo kuya ochungechungeni lwezingubo zemidlalo zabesifazane ezidumile ze-Amplifaya eminyakeni yamuva, u-Alphalete uzihlukanise emakethe egcwele izingubo zokuqeqesha ezifanayo.
Selokhu yasungulwa ngo-2015, indlela yokukhula kwe-Alphalete ibimangalisa. Ngokusho kukaChristian Guzman, imali engenayo yomkhiqizo manje isingaphezu kwezigidi ezingama- $ 100, ngokuvakashelwa okungaphezulu kwezigidi ezingama-27 kuwebhusayithi yayo esemthethweni ngonyaka owedlule, kanye nenkundla yezokuxhumana elandela ukwedlula izigidi ezi-3.
Lokhu kulandisa kuveza okomsunguli we-Gymshark, okubonisa iphethini evamile yokukhula phakathi kwemikhiqizo emisha yokufaneleka.
Ngenkathi uChristian Guzman esungula i-Alphalete, wayeneminyaka engu-22 kuphela ubudala, kodwa kwakungeyona ibhizinisi lakhe lokuqala lebhizinisi.
Eminyakeni emithathu edlule, wazuza imali yakhe yokuqala ebalulekile ngesiteshi sakhe se-YouTube, lapho abelane khona ngamathiphu okuqeqesha nempilo yansuku zonke. Wabe eseqala ukunikeza ukuqeqeshwa okuku-inthanethi kanye neziqondiso zokudla, waze waqasha imboni encane eTexas futhi wavula indawo yokuzivocavoca.
Ngesikhathi isiteshi se-YouTube sikaChristian sesingaphezu kwesigidi sababhalisile, wanquma ukuqalisa ibhizinisi elingaphezu komkhiqizo wakhe siqu. Lokhu kuholele ekudalweni kweCGFitness, isandulela se-Alphalete. Ngaso leso sikhathi, waba yimodeli yomkhiqizo wokuqina waseBrithani okhula ngokushesha iGymshark.
Egqugquzelwe yi-Gymshark futhi efuna ukudlulela ngale kwe-CGFitness yomuntu siqu, uChristian uguqule ulayini wakhe wezingubo waba yi-Alphalete Athletics.
“Izingubo zemidlalo aziyona isevisi, kodwa ziwumkhiqizo, futhi abathengi bangazakhela eyabo imikhiqizo,” kusho uChristian ku-podcast. "I-Alphalete, inhlanganisela 'ye-alpha' kanye 'nomsubathi,' ihlose ukukhuthaza abantu ukuthi bahlole amandla abo, ihlinzeka ngezingubo zemidlalo ezisezingeni eliphezulu kanye nezingubo zansuku zonke ezisesitayeleni."
Izindaba zezamabhizinisi zemikhiqizo yezingubo zemidlalo zihlukile kodwa zabelana ngendlela efanayo: ukudala izingubo ezingcono zemiphakathi ethandwayo.
NjengeGymshark, u-Alphalete wayeqondise abathandi bokuqina abasebasha njengezilaleli zabo eziyinhloko. Ngokusebenzisa isisekelo sayo esiyinhloko sabasebenzisi, i-Alphalete iqophe u-$150,000 ekuthengisweni phakathi namahora amathathu okwethulwa kwayo, ephethwe ngaleso sikhathi nguChristian kanye nabazali bakhe. Lokhu kwaphawula isiqalo sokukhula okusheshayo kwe-Alphalete.
Yamukela Izingubo Zokufaneleka Nge-Influencer Marketing
Ngokufana nokukhula kwe-Gymshark nezinye izinhlobo ze-DTC, i-Alphalete ithembele kakhulu eziteshini eziku-inthanethi, ikakhulukazi isebenzisa i-e-commerce kanye nenkundla yezokuxhumana ukuze izibandakanye ngokuqondile namakhasimende, ngaleyo ndlela inciphise izinyathelo eziphakathi nendawo. Ibhrendi igcizelela ukusebenzisana kwabathengi, idizayini, kanye nokusebenza, iqinisekisa ukuthi isinyathelo ngasinye kusukela ekudalweni komkhiqizo kuya kumpendulo yemakethe ibhekana ngqo namakhasimende.
Izingubo zokufaneleka ze-Alphalete ziklanyelwe ngokukhethekile futhi ziklanyelwe abathanda ukufaneleka, ezinamadizayini amangalisayo ahlangana kahle nemizimba yokusubatha nemibala egqamile. Umphumela uba ukuhlangana okudonsa amehlo kwezingubo zokufaneleka kanye nemizimba efanelekile.
Ngale kwekhwalithi yomkhiqizo, bobabili u-Alphalete kanye nomsunguli wayo, uChristian Guzman, baqhubeka bekhiqiza ingcebo yombhalo nevidiyo yokuqukethwe ukuze bandise izethameli zabo. Lokhu kufaka amavidiyo wokujima abonisa u-Christian ngegiya le-Alphalete, imihlahlandlela kasayizi enemininingwane, ukubuyekezwa kwemikhiqizo, izingxoxo nabasubathi abaxhaswe yi-Alphalete, namasegimenti akhethekile "A Day in the Life".
Nakuba ikhwalithi yomkhiqizo eyingqayizivele nokuqukethwe ku-inthanethi kwakha isisekelo sempumelelo ye-Alphalete, ukusebenzisana nabasubathi abangochwepheshe nama-KOL okuqina (Abaholi Bemibono Ebalulekile) kuphakamisa ngempela ukuvelela komkhiqizo.
Lapho yethulwa, u-Christian wabambisana nabagqugquzeli bokufaneleka kanye nama-KOL ukuze bakhe okuqukethwe kwenkundla yezokuxhumana okuphromotha umkhiqizo kuzo zonke izinkundla ezifana ne-YouTube ne-Instagram. NgoNovemba 2017, waqala ukusungula ngokusemthethweni "ithimba le-influencer" lika-Alphalete.
Ngesikhathi esifanayo, i-Alphalete yandisa ukugxila kwayo ukuze ifake izingubo zabesifazane. “Siqaphele ukuthi ezokusubatha seziphenduke umkhuba wemfashini, futhi abesifazane bazimisele kakhulu ukutshala imali kuwo,” kusho uChristian engxoxweni. "Namuhla, izingubo zemidlalo zabesifazane ziwumugqa womkhiqizo obalulekile we-Alphalete, abasebenzisi besifazane abakhuphuka besuka ku-5% ekuqaleni baya ku-50%.
Ngo-2018, u-Alphalete wasayina umgqugquzeli wakhe wokuqala wokuqina wesifazane, uGabby Schey, elandelwa abanye abasubathi besifazane abadumile nama-blogger okuqina anjengoBela Fernanda noJazzy Pineda. Ngokuhambisana nale mizamo, umkhiqizo uqhubeka uthuthukisa imiklamo yawo yomkhiqizo futhi watshala imali eningi ku-R&D yezingubo zabesifazane. Ngemva kokwethulwa ngempumelelo kwama-leggings ezemidlalo athandwayo abesifazane, uchungechunge lwe-Revival, i-Alphalete yethule eminye imigqa ebifunwe njenge-Amplifaya ne-Aura.
Njengoba i-Alphalete yandisa "ithimba layo labagqugquzeli," iphinde yabeka phambili ukugcina umphakathi womkhiqizo oqinile. Ezinkampanini zezemidlalo ezisafufusa, ukusungula umphakathi womkhiqizo oqinile kubalulekile ukuze uthole indawo emakethe eqhudelanayo yezingubo zemidlalo—ukuvumelana phakathi kwemikhiqizo emisha.
Ukuze kuvalwe igebe phakathi kwezitolo eziku-inthanethi nemiphakathi engaxhunyiwe ku-inthanethi futhi kunikeze abathengi ukuzizwisa ubuso nobuso, ithimba labagqugquzeli be-Alphalete laqala ukuvakasha emhlabeni wonke emadolobheni ayisikhombisa ase-Europe naseNyakatho Melika ngo-2017. Nakuba lolu hambo lwaminyaka yonke lusebenza njengemicimbi yokuthengisa ngokwezinga elithile, kokubili uhlobo nabasebenzisi balo bagxila kakhulu ekwakhiweni komphakathi, ukukhiqiza izindaba ezithinta umphakathi, kanye nokukhulisa ubuqotho bomkhiqizo.
Imuphi umphakeli we-Yoga wear onekhwalithi efanayo ne-Alphalete?
Uma ufuna umphakeli wezingubo zokufaneleka onekhwalithi efanayo neI-Alphalete, ZIYANG inketho okufanele icatshangelwe. Itholakala e-Yiwu, inhloko-dolobha yempahla yomhlaba, i-ZIYANG iyimboni yokugqoka ye-yoga egxile ekudaleni, ekukhiqizeni, nasekuthengiseni isamba sezimpahla zokugqoka ze-yoga zesigaba sokuqala semikhiqizo yamazwe ngamazwe namakhasimende. Bahlanganisa ngaphandle komthungo ubuciko kanye nokuqanjwa kabusha ukuze kukhiqizwe izingubo ze-yoga zekhwalithi ephezulu ezinethezekile, ezisemfashinini, nezisebenzayo. Ukuzinikela kwe-ZIYANG ekwenzeni okuhle kubonakala kukho konke ukuthunga ngokucophelela, ukuqinisekisa ukuthi imikhiqizo yayo yeqa izinga eliphezulu lemboni.Xhumana ngokushesha
Isikhathi sokuthumela: Jan-06-2025
