Xa kuziwa kwezona mpawu zidumileyo nezinefashoni kwihlabathi kulo nyaka, iSkims ngokuqinisekileyo ikuluhlu.
Ngoyena "usaziwayo uphezulu kwi-intanethi" uphawu lukaKim Kardashian, ukusukela ngoko yena kunye noFendi, uSwarovski benza i-big bang bang, kunye nentsebenziswano ye-NBA yaqhekeka kwisangqa sezemidlalo. Ngaphezu koko, njengophawu olwasekwa ngo-2019, iSkims ifikelele kuqikelelo lwe-4 yeebhiliyoni zeedola, ngaphezulu kwefashoni yeTom Ford kunye nePatagonia yangaphandle, kwaye nemagazini iTime iyilinganise njenge "yeyona nkampani inefuthe."
Ngoku, iSkims ikwahlala ngokuzolileyo kumajelo eendaba asekhaya. Kwangaxeshanye, iye yaba yinto efunwayo yokuthenga phesheya kweelwandle, yaze yatsala ezinye iivenkile zomzi-mveliso wempahla ukuba ziqalise "imodeli yokutshintshwa kweflat." Obu bushushu abunakukunceda kodwa ukwenza abantu bazibuze ukuba ngaba isandla sokutyhala ngabom, okanye sizise ngokwenene "ukubetha kokunciphisa ubungakanani"?
Kuthiwa ukuba kusekhaya okanye phesheya, iimpawu ezibomvu zenethiwekhi azinqabile, kodwa uninzi lwazo luhlala ixesha elifutshane. Kutheni le nto i-Skims iphumelele kangaka kwaye ithandwa kangaka luluntu kunye neemarike ezinkulu? Xa ileyibhile yosaziwayo be-Intanethi isusiwe, yintoni unobangela wempumelelo yeSkims?
Izinto ezidumileyo kwi-Intanethi kudala zininzi, kodwa isiketi sinokubizwa ngokuba "sinxibo sikaThixo" kwaye sivele kumajelo osasazo amakhulu asekhaya nakwamanye amazwe, ekucaca ukuba akulula kangako.
I-American real real TV star Kim Kardashian's bodysuit brand Skims yasungulwa ngoSeptemba 2019, kwaye uphawu, olusekwe ngaphezu kweminyaka emithathu, lufumene i-$ 400 yezigidi kwiintengiso kwi-2022. Kunyaka ophelileyo, abatyali-mali baxabisa uphawu kwi-3.2 yeebhiliyoni zeedola.
UKim Kardashian phakathi unxibe SKIMS. KwiMidlalo yeOlimpiki yaseTokyo kunye neeOlimpiki zaseBusika zaseBeijing, i-SKIMS encinci yakhethwa njengophawu lwempahla yangaphantsi echongiweyo yeqela lesizwe lase-United States, eyabangela ingxoxo eshushu ngelo xesha;
Ngo-2021, i-"Fendi x Skims" ye-"Fendi x Skims" ene-branded capsule series yakhupha ngokusemthethweni i-LOOK epheleleyo kwaye yaqala ukuthengisa. Oku kunokuthiwa lolona hlobo lodidi oluphezulu lwe-Fendi ukuza kuthi ga ngoku olona mzamo wokwenza uphawu lokuthengisa. Intsebenziswano kaFendi kunye ne-SKIMS ivule impumelelo entsha yokuthengisa, kwaye i-SKIMS iphinde yavela ngokusemthethweni kwisangqa sefashoni yobumnandi, kwaye ixabiso layo lophawu liyabonakala.
NgoNovemba waloo nyaka, uKardashian wabhengeza ukuba i-SKIMS iza kungena kwimarike yaseAsia, iqala ngeChina kwaye ivule iivenkile ezibonakalayo eShanghai naseHong Kong.
Ngo-2022, i-SKIMS yafakwa kuludwe lwe-"100 yeyona nkampani inefuthe kakhulu ngo-2022" epapashwe yimagazini iTime, kunye neenkokeli zeshishini ezifana neApple, iAmazon kunye neBalenciaga.
I-SKIMS iceba ukuvula ivenkile yayo yokuqala yeflegi eLos Angeles kwisiqingatha sokuqala sika-2024, ilandelwa yivenkile yesibini yeflegi eNew York. Ngokutsho kukaJens Grede, umququzeleli kunye ne-CEO ye-SKIMS, "Njenge-Apple kunye ne-Nike, kuya kubakho ivenkile ye-Skims naphi na kwihlabathi kwixesha elizayo."
Akukho nto intsha phantsi kwelanga, abantu abadumileyo be-Intanethi baqala iimveliso zabo, kwaye akuqhelekanga ukuba imidiya yoluntu idale uphawu oludumileyo. Nangona kunjalo, akukho mali yokuthengisa, namakhulu ezigidi zabalandeli beendaba zoluntu, anokudala uphawu lwebhiliyoni yeedola kwisithuba esingaphantsi kweminyaka emihlanu.
Impumelelo ye-SKIMS ayinakwenzeka ukuqikelela, kodwa kukho iimpawu. Ukusuka kwi-intanethi ye-brand yodumo ukuya kwi-"top 100 brands", namhlanje sihlalutya ukuba zihamba njani iimveliso ze-SKIMS kunye nendlela yokuthengisa!
1.Impahla yangaphantsi kunye nemfuno yentengiso yeempahla zemilo ihlala yomelele
Ukukhula kobume bemilo yehlabathi kunye nesekhethi yempahla yangaphantsi kuhlala yomelele, kwaye imfuno yabathengi behlabathi ihlala yomelele.
Ngokophando lweMakethi eManyeneyo, imakethi yehlabathi jikelele kulindeleke ukuba ifikelele kwi-325.36 yeebhiliyoni zeedola kwiintengiso ngo-2025, kwaye iibrendi zasekhaya, ziva ithuba lemarike, ziqalisile ngokulandelelanayo ukuthumela amashishini aphesheya kweelwandle.
Emva kokuba inani leemveliso zasekhaya ezifana nangaphakathi nangaphandle kunye nebhanana ngaphakathi zikhule zaya kumthamo othile, ziye zaqala ukuhlola iimarike zaphesheya kwaye zifuna ukunyuka kweemarike ezintsha.
Ngokombono wabathengi, uninzi lokushicilela kunye noyilo lweshishini lempahla yangaphantsi yemveli zisekelwe kumzimba wemodeli eqhelekileyo, kodwa asingabo bonke abafazi abanomzimba ogqibeleleyo weengelosi zeVictoria Secret; Ukutshintsha ukusuka ekukholiseni abanye ukuya ekuzikholiseni kuye kwazisa iimfuno ezintsha kwimarike yempahla yangaphantsi.
2.Yintoni umlingo we-SKIMS kwi-nxiba?
Inkuthazo yoqobo yohlobo lwe-SKIMS ivela kubunzima bukaKim ekufumaneni iimveliso ezifanelekileyo zoyilo kunye nokuthunga, ke wayila kwaye wavelisa iimpahla zokumila ezinqwenelekayo eyedwa kwimiba eyahlukeneyo enjengokukhetha ilaphu, ukusika kunye nokuthunga, kunye nokudaya.
(1) Ke yintoni ekhethekileyo nge-SKIMS?
01 Uluhlu oluqukayo lwemibala kunye nobukhulu
Igama lophawu lwe-SKIMS 'lithi "Izisombululo kuMzimba wonke" Kanye njengokuba uFenty Beauty wasungula i-SKIMS, isiseko kwimithunzi engama-40, yagxila ekubandakanyekeni kwasekuqaleni.
Uninzi lweemveliso ze-SKIMS 'zemizobo esisiseko ziyafumaneka kwimibala esithoba eyahlukeneyo yobunqunu, egubungela ubungakanani obuninzi ukusuka kwi-xxs ukuya kwi-4x, ukuhlangabezana neemfuno zabathengi abaneethoni ezahlukeneyo zolusu kunye neemilo.
02 Gxininisa kwintuthuzelo
I-SKIMS yenziwe ngesilika ethambileyo kunye nelaphu elilastiki levelvet, elinokunxitywa ekhaya kunye nokunxiba nje. Kunokuthiwa ingqiqo yefashoni kunye namava anobungane besikhumba adibeneyo. Ngexesha lo bhubhani, intengiso ye-SKIMS inyuke ngenxa yokudityaniswa kwentuthuzelo kunye ne-chic.
Ubuhle bukaKim bubonakaliswa ngokugqibeleleyo kwiimveliso ze-SKIMS, ezinombala womhlaba ohambelanayo kunye nokuthungwa okucocekileyo, zonke zibonisa ubuhle obuncinci obuxabiswa luphawu.
03 Fiphalisa inkcazo yempahla kunye nemida yeso sihlandlo
I-SKIMS igxile ekudityanisweni komda wempahla yangaphantsi, i-shapewear kunye nokunxiba kwekhaya, ukudibanisa uyilo lobuchwepheshe obuphezulu kunye nentuthuzelo ehlala ihleli.
Kwixesha elidlulileyo, iimpahla zokubunjwa zazifana nempahla ethintelweyo nenempikiswano yokunxiba, kodwa i-SKIMS yajika iimpahla zokumila zibe sisinxibo sasekhaya esinokunxitywa ekhaya, inika abathengi isisombululo esikhululeke ngakumbi, esahlukileyo nesikhuselekileyo, esiye samkelwa ngabaninzi.abafazi.
Kufuneka kuqatshelwe ukuba umgca wemveliso otyebileyo we-SKIMS ikwalulutho lwayo olulodwa. Okwangoku, iimveliso ze-SKIMS zineempahla zangaphantsi, ii-onesies, ii-shapewear, iipajama, iimpahla zangaphandle, ibhulukhwe,iilokhwe, i-knitwear kunye nezinye iindidi, kwaye kunyaka odlulileyo uphinde wangena kwi-swimwear track, eqaliswe ngendwangu yokumisa ngokukhawuleza kunye nezinto ezinokuphinda zenziwe kwakhona ezenziwe nge-bikini epheleleyo kunye nezinye iimveliso, ukwenzela ukuba i-SKIMS ibe nokukhetha okucebileyo kunye nokuphulwa ngakumbi.
3.Indlela yokwenza intengiso ye-brand ye-Kardashian, ngubani ogqwesileyo kwintengiso?
Xa kuthelekiswa neempawu zempahla zangaphantsi zesintu ezifana neMfihlo yeVictoria esokolayo ngokubeka uphawu, i-SKIMS igcine umfutho oqinileyo okoko yasungulwayo kwaye igcine unxibelelwano olusondeleyo nesizukulwana esitsha sabathengi. Ngabalandeli be-Instagram abazizigidi ezingama-360, umseki uKim akazisi nje ngokwemvelo ukuvezwa okuninzi kwi-brand, kodwa usebenzisa impembelelo yakhe ukuqhuba uthotho lweziganeko ezinamandla zokuthengisa.
Apho uKim Kardashian egqwesileyo kwintengiso kukuba akachithi mali kwiintengiso zemveli, uguqukela kumajelo akhe eendaba athembekileyo asekuhlaleni. Abantu abancinci banehlabathi, abanokudala ukushisa phakathi kwabathengi abancinci, abanokukwazi ukukwazi ilungelo lokuthetha kwiimarike.
Nangona unokulindela ukuba amadoda aneminyaka ephakathi abe ngabalandeli bakhe abakhulu, izigidi zabalandeli bakaKim Kardashian ngokwenene ngabasetyhini phakathi kweminyaka eyi-15 kunye ne-55. Ibhinqa lithanda ukujonga indlela yakhe yokuphila, indlela echitha ngayo imali, apho iya khona eholide, yintoni uyanxiba. Uninzi lwaba balandeli bangabalandeli bempahla kunye nesimbo sakhe, kwaye bangabasebenzisi bembewu be-SKIMS.
Ukuza kuthi ga ngoku, i-SKIMS inabalandeli abangaphezu kwezigidi ezi-6.7 kwinethiwekhi yentlalontle, Oko kubandakanya abalandeli be-Instagram abazizigidi ezi-5.1, abalandeli be-Twitter abayi-118,000, abalandeli bakaFacebook abangama-391,000, ababhalisile bePinterest abangama-19,500, ababhalisile beYouTube abangama-35,900 kunye nabalandeli beTikTok abazizigidi ezisisi-1.1.
01 Sebenzisana nabantu abadumileyo ukubamba amajelo osasazo eendaba ezentlalo
Enye yezona zinto zinamandla zohlobo lwe-SKIMS nguKim ngokwakhe.
Ngesiseko sempembelelo yakhe, uphawu lokuqalisa lunokufumana amathuba amaninzi okuthengisa ukusebenzisana neenkwenkwezi kwinqanaba lokuqala; I-SKIMS isebenze nosaziwayo abafana noSnoop Dogg, Rosalia, Chelsea Handler, Brooke Shields, Juliette Lewis, Becky G, Cassie, kunye no-Indya Moore. Abanye baye bamema inani lee-supermodels zeVictoria Secret, iimvumi ukuba zidubule ii-blockbusters zentengiso, ezibangela inkxalabo.
Umzekelo, kutshanje i-SKIMS imeme i-raye, i-icespice intombazana ethandwayo kunye nezinye iimvumi kunye neenkwenkwezi ukuba zidubule uluhlu olutsha lweentengiso.
I-SKIMS ikwasebenzisa amandla abantu abadumileyo kwintengiso yomsitho. Uluhlu olulinganiselweyo lwe-brand's Day lweValentine kulo nyaka lwamema uSimona Tabasco kunye noBeatrice Granno kuthotho lweTV oludumileyo lwaseMelika "iWhite Lotus Resort" ukuba badubule eli qela "losuku lweValentine blockbusters" lwe-SKIMS, kwaye ubushushu buqondwa yi-SKIMS.
Ukongeza, uKim ngokwakhe ungumphefumlo we-SKIMS, kungekhona nje umseki, kodwa kunye nomkhulumeli okholisayo we-brand.
Ubhala rhoqo kumajelo eendaba ezentlalo, ebonisa iimveliso zakhe kwaye esongeza ubunyani kunye noxanduva kuhlobo, njengokubandakanyeka kukaRihanna noFenty. Usapho lakwaKardashian kunye nabahlobo bayo abadumileyo nabo bahlala benxiba i-SKIMS kwiifoto zesitrato, ngokusondeleyo ukwandisa impembelelo yophawu ngesangqa.
(Rihanna) NjengoFenty. Usapho lakwaKardashian kunye nabahlobo bayo abadumileyo nabo bahlala benxiba i-SKIMS kwiifoto zesitrato, ngokusondeleyo ukwandisa impembelelo yophawu ngesangqa.
02 UkwakhaI-SKIMSnjengemali yentlalo
I-SKIMS itsala umdla wabafazi abaninzi. Okwangoku, iividiyo ezinje nge "SKIMS evaluation" zizityebi kakhulu kwi-Youtube kunye neTik-Tok, kwaye i-SKIMS iye yaba "ligama lokugqitha letrafikhi" kwiibhlog zaphesheya kweelwandle, kwinethiwekhi yoluntu kunye neqonga levidiyo.
Kwiminyaka emibini edlulileyo, ividiyo ye-SKIMS yokwakheka komzimba ifikelele kwi-10 yezigidi zeengoma ngoku. Kutshanje, uthotho olutsha lwe-SKIMS lweevidiyo ezifanelekileyo kunye novavanyo nazo zifumene izigidi zeembono kwiinyanga ezimbini. Elona qonga lidumileyo lokwabelana ngengca yoluntu eTshayina, iRed Book encinci, khangela nje "i-SKIMS", kukho amashumi amawaka ovavanyo lokwenyani ukwabelana.
Xa i-SKIMS iye yaba yinto engenakuthintelwa, akunakuphepheka ukuba amantombazana aselula kwiinethiwekhi zentlalo aya kutsalwa kule fashoni ye-vortex, kwaye kuphononongo olukhulu, i-Amway kunye nengca, ukukhangela kwe-SKIMS kunye neeodolo zifezekise ukukhula okukhulu.
03 Weave inethiwekhi ye-Tik Toker yempembelelo
Esinye sezixhobo zokuthengisa ze-SKIMS 'kwimithombo yeendaba zentlalo ngabaphembeleli, kunye nomkhosi wokwenyani wabaqulunqi bomxholo kumajelo asekuhlaleni.
Kuyilo lweTikTok, iTikTok nganye kwitshaneli ye-SKIMS iya kuba nevidiyo ye-KOL esazisa ukukhutshwa kwemveliso yamva nje, ebonisa indlela yokwenza isitayile imveliso, bethetha nge-SKIMS abayithandayo, okanye imema abalandeli ukuba bathathe inxaxheba kwi-GRWM (uhlobo lomxholo wevidiyo ofanayo. ukuhlamba iividiyo).
Lo mxholo uboniswa phantsi kwethegi ye-@skims, ebonisa ukuba ividiyo ithunyelwe kwi-brand ukuze ipapashwe, kwaye emva koko ibeka i-tag umdali, ivumela intsebenziswano kunye ne-vlogger kule fomu.
04 Isihloko seNtengiso
I-SKIMS ngokwendalo ikwadlala nethegi yokuthengisa, iTikTok ayinayo kuphela eyona idumileyo #SKIMS, kodwa kunye nomxholo othe ngqo wemveliso onje nge #SKIMSTryon, #SKIMSswim kunye #SKIMShaul, kunye #SKIMSdress.
Ngokusebenzisa i-hashtag kumajelo eendaba ezentlalo, unokunyusa ngokulula umjelo wetrafikhi elandelayo, kuba abasebenzisi abalandela isihloko banokufumana ngokulula yonke imixholo esebenzisa i-hashtag. Ukuphinda i-hashtag ethile kukwayintsholongwane ngakumbi, emva kwayo yonke loo nto, abasebenzisi bamaqonga anje ngetik tok, instgram, kunye neYouTube baya kuxelisa ezona hashtag zidumileyo.
Amava kaKim Kardashian ayamangalisa kakhulu, kodwa akukho mntu unokukhanyela italente yakhe yokuthengisa. I-SKIMS yeyophawu olwazalelwa eRoma kuba luxhaswa nguKim, inkokeli yehlabathi; Ngoko ke, uhlobo olufanayo lwempahla yangaphantsi yolwandle aluyi kukwazi ukungena phesheya ngokukopa ngokupheleleyo isicwangciso sokuthengisa se-SKIMS, kodwa akukho nqongophala yeengcamango zokuthengisa ezingasetyenziselwa ukubhekisela.
4.Iimpembelelo ezininzi ze-DTC brand
Ngelixa uninzi lweempawu azikho ngasemva kwabasunguli abaziwayo nabanamandla njengeKardashian, imibono yentengiso ye-SKIMS ilufanele uhlalutyo lweemveliso zangaphantsi elwandle:
(1)Ingqikelelo yophawu kufuneka yamkele incasa yobuhle eyahluka-hlukeneyo kunye neyenzelwe umntu kunye neenqobo zexesha le-Z:
Ngaphambili, abathengi "abangekho-standard" babeyindlovu egumbini, abafane babonwe okanye bangahoywa ngamabomu ngeempawu. Ngoku, ingqikelelo yentlalontle yenkululeko yabasetyhini kunye nengqikelelo yobuhle yokubandakanywa ixhaswa ziimpawu ezibonakalayo kwimarike yorhwebo. Iimveliso zeShapewear/zangaphantsi ezimelwe yi-SKIMS kunye ne-Savage x Fenty zamkela ngokupheleleyo abathengi beemilo ezahlukeneyo kunye nesini abangahoywayo ziimpawu zempahla zangaphantsi eziqhelekileyo. Ngamandla eemveliso zophawu lokwaphula ixesha elidlulileyo kumzimba womtyholi ogqibeleleyo wembali yobuhle. Idityaniswe nempembelelo yothungelwano oluhamba phambili olubomvu, intengiso ye-hierarchical eqolileyo, i-SKIMS empire ukusuka koku.
(2)Yandisa impembelelo ngoncedo lwabanye:
Iimveliso ezinohlahlo lwabiwo-mali olwaneleyo zinokukhetha ukusebenzisana neeKols zobukhulu obahlukeneyo, zamkele i-matrix yokuthengisa yomntu obomvu, ukusuka kwinkanyezi eyintloko, i-KOL ukuya kwi-TikTok kunye namanye amaqonga, khetha abantu abadibana nokubekwa kophawu, baqhube intsebenziswano eyohlukeneyo, kwaye benze ngokukhawuleza. uphawu lwamandla anokubakho.
Ukuba akukho nkxaso yokuhamba kweenkwenkwezi, kuyimfuneko ngakumbi ukusebenzisa impembelelo efanelekileyo ye-KOL. I-SocialBook ine-16 yezigidi + izixhobo ezidumileyo ezivela kuMntla Melika, eYurophu, eMzantsi Melika, eMzantsi-mpuma Asia, e-Australia naseNew Zealand, kuMbindi Mpuma kunye neminye imimandla esibhozo emhlabeni, ebandakanya iteknoloji, i-e-commerce, imidlalo, imali, ubuhle, imfashini, ikhaya, inethiwekhi yoluntu, ukutya, ukhenketho kunye namanye amashishini amaninzi, ukubonelela uphawu lwakho ngeenkonzo zokuthengisa phesheya kweelwandle.
Ixesha lokuposa: Sep-10-2024
