ULululemon uthole uhlobo lwemishini yokuzivocavoca yasendlini ethi 'Mirror' ngo-2020 ukuze asebenzise "imodeli yokuzivocavoca eyingxube" kumakhasimende ayo. Eminyakeni emithathu kamuva, uhlobo lwezemidlalo manje seluhlola ukuthengisa i-Mirror ngoba ukuthengiswa kwehadiwe kuphuthelwe ukuqagela kokuthengisa. Le nkampani futhi ibheke ukwethula kabusha iLululemon Studio yayo yedijithali nesekelwe kuhlelo lokusebenza (ephinde yethulwa ngo-2020) ithatha indawo yayo yangaphambilini ye-hardware-centric ngezinsizakalo ezisuselwa kuhlelo lokusebenza lwedijithali.
Kodwa hlobo luni lwemishini yokufaneleka amakhasimende enkampani akhetha ukuyithenga?
Ngokusho kwe-YouGov Profiles - ehlanganisa ama-demographics, psychographic, amamethrikhi omthengi okuziphatha kanye nokuziphatha - u-57% wamakhasimende amanje kaLululemon wase-US noma abantu baseMelika abangacabanga ukuthenga kulolu hlobo abakaze bathenge noma yiziphi izisetshenziswa zejimu ezinyangeni eziyi-12 ezedlule. Phakathi kwalabo abanakho, ama-21% akhethe imishini yesisindo samahhala. Uma kuqhathaniswa, u-11% wabantu abaningi base-US bathenge lolu hlobo lwemishini yokuzivocavoca ezinyangeni eziyi-12 ezedlule ukuze bazilolonge futhi bazivocavoce ejimini noma ekhaya.
Ngaphezu kwalokho, u-17% wezithameli zikaLululemon kanye no-10% wabantu baseMelika jikelele bathenge imishini yenhliziyo nemithambo yegazi noma amathuluzi afana namabhayisikili okuphotha.
Siphinde sihlole idatha ye-YouGov ukuze sibone ukuthi yiziphi izici abazicabangelayo lapho bethenga izinto zokuzivocavoca ezizosetshenziswa ejimini noma ekhaya. Idatha yamaphrofayili ibonisa ukuthi izidingo zokufaneleka kanye nokusebenziseka kalula kwemishini yokuzivocavoca yizici eziphezulu leli qembu elizicabangelayo lapho lithenga izinto zokuzivocavoca (22% kanye no-20% ngokulandelana).
Kubantu abaningi baseMelika, ukusebenziseka kalula kwemishini yokuzivocavoca kanye nentengo yizici ezibaluleke kakhulu lapho uthenga izinto zokuzivocavoca (10% ngayinye).
Ngaphezu kwalokho, u-57% wezethameli zikaLululemon kanye no-41% wabantu jikelele abakaze bathenge noma yiziphi izinsimbi zokuzivocavoca kulezi zinyanga eziyi-12 ezedlule.
Uma kukhulunywa ngohlobo lobulungu bejimu izethameli zikaLululemon ezinabo njengamanje, u-40% uziqeqeshela wona. Abanye abangu-32% banobulungu bejimu futhi u-15% wabo unokubhalisele okukhokhelwayo okuku-inthanethi noma ekhaya ngohlelo lokufaneleka noma amakilasi okujima. Cishe u-13% walezi zithameli unokubhalisele isitudiyo esikhethekile noma ikilasi elithile elifana ne-kickboxing nokuphotha.
Idatha yamaphrofayili iphinde ibonise ukuthi u-88% wamakhasimende amanje akwaLululemon noma labo abangacabanga ukuthenga umkhiqizo bavumelana nesitatimende sokuthi "bafisa umbono wokuba nempilo enhle." Amakhasimende alo mkhiqizo, u-80%, avumelana nesitatimende esithi “kubalulekile (kuwo) ukuthi asebenze ngokuzikhandla ngesikhathi (sawo) sokuphumula” futhi u-78% wawo uyavuma ukuthi ubefisa “ukuzivocavoca okwengeziwe.”
Ngaphezu kwezingubo zezemidlalo, iLululemon iphinde inikeze izesekeli ezifana neziqapha zenhliziyo nge-sub brand yayo, iLululemon Studio. Ngokusho kweProfiles, u-76% wezilaleli zikaLululemon ziyavumelana nesitatimende sokuthi “izinto ezigqokwayo zingakhuthaza abantu ukuba baphile kahle.” Kodwa u-60% waleli qembu nawo uyavumelana nesitatimende sokuthi “ubuchwepheshe obugqokekayo buyabiza kakhulu.”
Isikhathi sokuthumela: Aug-02-2023
