Imikhiqizo Esafufusa Evelele
Eminyakeni yamuva nje, ukuvela kwezindlela zempilo ezihlukahlukene zezemidlalo kuye kwabangela ukuthandwa kwemikhiqizo eminingi yezemidlalo, njengoLululemon endaweni ye-yoga. I-Yoga, enezidingo zayo ezincane zesikhala kanye nesithiyo sokungena esiphansi, isiphenduke inketho yokuzivocavoca ethandwayo kwabaningi. Ngokubona amandla kule makethe, izinhlobo ze-yoga-centric ziye zanda.
Ngaphandle kweLululemon edumile, enye inkanyezi ekhulayo yi-Alo Yoga. Isungulwe e-United States ngo-2007, ihambisana nokuqala kukaLululemon ku-NASDAQ kanye ne-Toronto Stock Exchange, i-Alo Yoga isheshe yazuza amandla.
Igama lomkhiqizo elithi "Alo" lisuselwa ku-Air, Land, and Ocean, okubonisa ukuzibophezela kwawo ekusabalaliseni ukucabangela, ukugqugquzela ukuphila okunempilo, nokukhuthaza umphakathi. I-Alo Yoga, efana ne-Lululemon, ilandela indlela ye-premium, ngokuvamile ibiza imikhiqizo yayo ephakeme kune-Lululemon.
Emakethe yaseNyakatho Melika, i-Alo Yoga ithole ukubonakala okubalulekile ngaphandle kokuchitha imali eningi ekuvumeleni, enezithombe zemfashini ezifana no-Kendall Jenner, uBella Hadid, u-Hailey Bieber, no-Taylor Swift abavame ukubonwa engutsheni ye-Alo Yoga.
UDanny Harris, umsunguli we-Alo Yoga, ugqamise ukukhula okusheshayo komkhiqizo, ngeminyaka emithathu elandelanayo yokwanda okumangazayo kusuka ku-2019, okufinyelele ngaphezulu kwe- $ 1 billion ekuthengisweni ngo-2022. Umthombo osondelene nomkhiqizo udalule ukuthi ngasekupheleni konyaka owedlule, i-Alo Yoga ibihlola amathuba amasha okutshala imali angabiza umkhiqizo kuze kufike ku-$10 billion. Umfutho awugcini lapho.
NgoJanuwari 2024, i-Alo Yoga yamemezela ukusebenzisana noJi-soo Kim weBlackpink, okukhiqiza amaRandi ayizigidi ezingu-1.9 ku-Fashion Media Impact Value (MIV) phakathi nezinsuku ezinhlanu zokuqala, kanye nokwanda kokusesha kwe-Google nokuthengiswa okusheshayo kwezinto ezivela eqoqweni lasentwasahlobo, okwandisa kakhulu ukuqashelwa komkhiqizo e-Asia.
I-Exceptional Marketing Isu
Impumelelo ye-Alo Yoga emakethe ye-yoga encintisanayo ingabangwa ngamasu ayo okumaketha aphawulekayo.
Ngokungafani ne-Lululemon, egcizelela ukugqokwa komkhiqizo nekhwalithi, i-Alo Yoga ibeka phambili ukuklama, ehlanganisa ukusikeka okusesitayeleni kanye nohlu lwemibala yemfashini ukudala ukubukeka kwemfashini.
Ezinkundleni zokuxhumana, imikhiqizo ephezulu ye-Alo Yoga akuwona amabhulukwe e-yoga endabuko kodwa kunalokho ama-mesh tights kanye neziqongo zezitshalo ezahlukahlukene. I-ejensi yokumaketha yedijithali, i-Stylophane, phambilini ibeke i-Alo Yoga njengophawu lwemfashini lwama-46 olubandakanyeka kakhulu ku-Instagram, yenza kahle kakhulu kunoLululemon, okleliswe endaweni yama-86.
Ekumakethweni komkhiqizo, i-Alo Yoga iqhubeka ilwela ukunyakaza kwengqondo, inikezela ngemikhiqizo ehlukahlukene kusukela kweyabesifazane kuya kweyabesilisa, kanye nezingubo zokugqoka, kanye nokwandisa imizamo yokumaketha ungaxhunyiwe ku-inthanethi. Ngokuphawulekayo, izitolo ezingokoqobo ze-Alo Yoga zihlinzeka ngamakilasi nemisebenzi yabalandeli bokusingatha ukujulisa ubunikazi bomkhiqizo wabasebenzisi.
Imizamo ye-Alo Yoga yokukhathalela imvelo ihlanganisa ihhovisi elisebenza ngamandla elanga, i-yoga yesitudiyo esisebenza kabili ngosuku, isiteshi sokushaja izimoto zikagesi, uhlelo lokugaywa kabusha kukadoti, kanye nemihlangano engadini ye-Zen yokuzindla, eqinisa amandla omkhiqizo kanye nesimilo. Ukumaketha kwe-Alo Yoga kwezokuxhumana kuhluke kakhulu, kukhombisa izinhlobonhlobo zabasebenzi be-yoga abenza iminyakazo ehlukahlukene kuzilungiselelo ezahlukahlukene, bakhe umphakathi oqinile wabashisekayo.
Uma kuqhathaniswa, kuyilapho uLululemon, eneminyaka engaphezu kwamashumi amabili yentuthuko, ifuna ukwandisa umugqa wayo womkhiqizo wokugqoka kwansuku zonke, ukumaketha kwayo kuhlala kugxile ekugunyazweni komsubathi ochwepheshe kanye nemicimbi yezemidlalo.
Ukwenza amabhrendi samuntu, kuyacaca: "Enye ihlose imfashini esezingeni eliphezulu, enye ihlose ubuqhawe bokusubatha."
Ngabe i-Alo Yoga izoba yiLululemon elandelayo?
I-Alo Yoga yabelana ngendlela efanayo yokuthuthukisa noLululemon, iqala ngamabhulukwe e-yoga nokwakha umphakathi. Kodwa-ke, kusengaphambi kwesikhathi ukumemezela u-Alo njengeLululemon elandelayo, ngokwengxenye ngoba u-Alo akabheki uLululemon njengombangi wesikhathi eside.
U-Danny Harris ukhulume ku-Wall Street Journal ukuthi u-Alo uphokophele ekwenziweni kwedijithali, okuhlanganisa nokudala izindawo zempilo enhle ku-metaverse, nezinjongo zebhizinisi ezibheke phambili eminyakeni engamashumi amabili ezayo. "Sizibona siwuphawu lwedijithali kunophawu lwezimpahla zokugqoka noma umthengisi wezitini nodaka," esho.
Empeleni, izifiso ze-Alo Yoga zihlukile kwekaLululemon. Nokho, lokhu akuwanciphisi amandla ayo okuba ibhrendi enethonya elikhulu.
Imuphi umphakeli we-Yoga wokugqoka onekhwalithi efanayo ne-alo?
I-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-07-2025
