Uma kukhulunywa ngemikhiqizo ethandwa kakhulu nesemfashinini emhlabeni kulo nyaka, i-Skims isohlwini nakanjani.
Iwuphawu "losaziwayo abaphezulu ku-inthanethi" likaKim Kardashian, kusukela ngaleso sikhathi lona kanye noFendi, Swarovski benza ukuqhuma okukhulu okuhlangene, kanye nokubambisana kwe-NBA kwangena embuthanweni wezemidlalo. Ngaphezu kwalokho, njengomkhiqizo owasungulwa ngo-2019, i-Skims isifinyelele esilinganisweni samaRandi ayizigidi eziyizinkulungwane ezine, ngaphezu kohlobo lwemfashini i-Tom Ford kanye nohlobo lwangaphandle lwePatagonia, futhi ngisho nomagazini i-Time uyilinganisele "njengenye yezinkampani ezinethonya kakhulu."
Manje, ama-Skims nawo ahlala ngokuthula ezinkundleni zokuxhumana zasekhaya. Ngesikhathi esifanayo, isiphinde saba yimpahla yokuthenga phesheya kwezilwandle efunwayo, futhi yaze yaheha ezinye izitolo zefekthri yezingubo ukuthi ziqalise "imodeli yokushintshwa kweflat." Lokhu kushisa akukwazi ukusiza kodwa ukwenza abantu bazibuze ukuthi ngabe isandla sokusunduza ngamabomu, noma silethe ngempela "igalelo lokunciphisa ubukhulu"?
Kuthiwa noma ngabe isekhaya noma phesheya kwezilwandle, ama-network red brand ayivelakancane, kodwa iningi lawo lihlala isikhashana. Kungani ama-Skims abe yimpumelelo futhi ethandwa kangaka emphakathini nasezimakethe ezinkulu? Uma ilebula yosaziwayo be-inthanethi isuswa, yini imbangela yempumelelo ye-Skims?
Izinto zosaziwayo be-inthanethi sekuyisikhathi eside zaba ziningi, kodwa isiketi singabizwa ngokuthi "ingubo kaNkulunkulu" futhi sivele ezinkundleni zokuxhumana ezinkulu zasekhaya nezangaphandle, okusobala ukuthi akulula kangako.
I-American reality TV star uKim Kardashian's bodysuit brand Skims yethulwa ngoSepthemba 2019, futhi lo mkhiqizo, osusungulwe iminyaka engaphezu kwemithathu, uzuze amaRandi ayizigidi ezingama-400 ekuthengisweni ngo-2022. Ngonyaka owedlule, abatshalizimali babalule i-brand ku-3.2 billion.
UKim Kardashian ophakathi ugqoke i-SKIMS. Emidlalweni Yama-Olympic Yase-Tokyo kanye Nakuma-Olimpiki Wasebusika WaseBeijing, i-SKIMS esencane yakhethwa njengophawu lwezingubo zangaphansi eziqokiwe zeqembu lesizwe lase-United States, okwadala ingxoxo eshisayo ngaleso sikhathi;
Ngo-2021, uchungechunge lwe-capsule oselushiswe isikhathi eside lwe-"Fendi x Skims" lwakhulula ngokusemthethweni UKUBUKA okuphelele futhi lwaqala ukuthengisa. Lokhu kungashiwo njengophawu olusezingeni eliphezulu lwe-Fendi kuze kube manje umzamo wokwenza uphawu oluyisisekelo kakhulu. Ukusebenzisana kuka-Fendi ne-SKIMS kuvule impumelelo entsha yokumaketha, futhi i-SKIMS nayo ivele ngokusemthethweni kumbuthano wemfashini kanokusho, futhi ukubaluleka kwayo komkhiqizo kuyabonakala.
NgoNovemba wonyaka ofanayo, uKardashian wamemezela ukuthi i-SKIMS izongena maduze emakethe yase-Asia, iqala ngeChina futhi ivule izitolo ezibonakalayo eShanghai naseHong Kong.
Ngo-2022, i-SKIMS yafakwa ohlwini “lwezinkampani Eziyi-100 Ezinethonya Kakhulu ngo-2022” olushicilelwe ngumagazini i-Time, kanye nabaholi bezimboni abanjengo-Apple, i-Amazon kanye ne-Balenciaga.
I-SKIMS ihlela ukuvula isitolo sayo sokuqala se-flagship e-Los Angeles engxenyeni yokuqala ka-2024, ilandelwe yisitolo sesibili esiphezulu eNew York. Ngokusho kukaJens Grede, umsunguli kanye ne-CEO ye-SKIMS, "Njenge-Apple ne-Nike, kuzoba nesitolo se-Skims noma kuphi emhlabeni esikhathini esizayo."
Akukho okusha ngaphansi kwelanga, osaziwayo be-inthanethi baqala imikhiqizo yabo, futhi akuyona into engavamile ukuthi izinkundla zokuxhumana zenze igama elidumile. Kodwa-ke, alikho inani lokumaketha, ngisho namakhulu ezigidi zabalandeli benkundla yezokuxhumana, abangakha umkhiqizo wamadola ayizigidi eziyizinkulungwane ngaphansi kweminyaka emihlanu.
Impumelelo ye-SKIMS ayinakubikezelwa, kodwa kunezimpawu. Kusukela kubhrendi yosaziwayo be-inthanethi kuye "kumikhiqizo eyi-100 emhlabeni wonke", namuhla sihlaziya ukuthi imikhiqizo ye-SKIMS nomgwaqo wokumaketha uhamba kanjani!
1.Isidingo semakethe yezingubo zangaphansi kanye nezingubo zokwakheka sihlala siqinile
Ukukhula kwesekhethi yezingubo zokwakheka komhlaba kanye nezingubo zangaphansi kuhlala kuqinile, futhi isidingo sabathengi emhlabeni wonke sihlala siqinile.
Ngokocwaningo lwe-Allied Market, imakethe yezingubo zangaphansi emhlabeni jikelele kulindeleke ukuthi ifinyelele ku-$325.36 billion ngokuthengiswa ngo-2025, kanti nemikhiqizo yasekhaya, ibona ithuba lemakethe, isiqalile ukulandelana ngokuthumela amabhizinisi aphesheya kwezilwandle.
Ngemuva kokuthi imikhiqizo eminingana yasekhaya efana nangaphakathi nangaphandle kanye nobhanana ngaphakathi isikhule yaba umthamo othize, isiqalile nokubheka izimakethe zaphesheya futhi ifuna ukukhushulwa kwezimakethe ezintsha.
Ngokombono wabathengi, iningi lokunyathelisa nokuklama kwemboni yezingubo zangaphansi zendabuko kusekelwe emzimbeni wemodeli evamile, kodwa akubona bonke abesifazane abanomzimba ophelele wezingelosi ze-Victoria's Secret; Ukushintsha kusukela ekujabuliseni abanye kuye ekuzijabuliseni kwakho kulethe izimfuno ezintsha emakethe yezingubo zangaphansi.
2.Yini umlingo we-SKIMS ku-agqoka?
Ugqozi lwangempela lomkhiqizo lwe-SKIMS lwavela ebunzimeni bukaKim ekutholeni imikhiqizo efanelekile yokuklama nokuthunga, ngakho waklama futhi wakhiqiza izingubo zokuma azifisayo eyedwa ezicini ezihlukahlukene ezinjengokukhethwa kwendwangu, ukusika nokuthungwa, nokudaya.
(1) Manje yini ekhetheke kangaka nge-SKIMS?
01 Ububanzi obuhlanganisiwe bemibala namasayizi
Umqondo womkhiqizo we-SKIMS uthi "Izixazululo Zawo Wonke Umzimba" Njengoba nje u-Fenty Beauty wethula i-SKIMS, isisekelo samathunzi angu-40, wagxila ekuhlanganiseni kusukela ekuqaleni.
Iningi lemikhiqizo ye-SKIMS 'core shapewear iyatholakala ngemibala eyisishiyagalolunye ehlukene yobunqunu, emboza osayizi abaningi ukusuka ku-xxs ukuya ku-4x, ukuze kuhlangatshezwane nezidingo zabathengi abanemibala ehlukene yesikhumba kanye nokwakheka.
02 Gxila ekunethezekeni
I-SKIMS yenziwe ngendwangu kasilika ethambile kanye ne-elastiki ye-velvet, engagqokwa ekhaya futhi ekhululekile. Kungashiwo ukuthi umqondo wefashini kanye nesipiliyoni sobungane besikhumba sihlangene. Ngesikhathi sodlame, ukuthengiswa kwe-SKIMS kwenyuka ngenxa yokuhlanganiswa kwayo kokunethezeka kanye ne-chic.
Ubuhle bukaKim bubonakala kahle emikhiqizweni ye-SKIMS, ehambisana nombala womhlaba kanye nokuthungwa okuhlanzekile, konke okubonisa ubuhle obuncane obuqanjwa wumkhiqizo.
03 Fiphaza incazelo yezingubo kanye nemingcele yomcimbi
I-SKIMS igxile ekuhlanganiseni okusemngceleni kwezingubo zangaphansi, izingubo zokubukeka nokugqokwa kwasekhaya, ukuhlanganisa idizayini yobuchwepheshe obuphezulu nokunethezeka okuhlala njalo.
Esikhathini esedlule, izingubo zokubukeka zazifana nezingubo zokugqoka ezibanjiwe nezinempikiswano, kodwa i-SKIMS yashintsha izingubo zokubukeka zaba isembatho sasekhaya esingagqokwa ekhaya, inikeze abathengi ikhambi elinethezekile, elihluke kakhudlwana futhi eliphephile, eliye laqashelwa abaningi.abesifazane.
Kufanele kuqashelwe ukuthi umugqa womkhiqizo ocebile we-SKIMS ubuye ube yinzuzo yawo eyingqayizivele. Njengamanje, imikhiqizo ye-SKIMS inezingubo zangaphansi ezimboziwe, ama-onesies, ama-shapewear, amaphijama, izingubo zangaphandle, amabhulukwe,izingubo zokugqoka, ama-knitwear nezinye izigaba, futhi ngonyaka odlule futhi wangena emgwaqeni wezingubo zokubhukuda, owethulwe ngendwangu eyomisa ngokushesha kanye nezinto ezivuselelwayo ezenziwe nge-bikini egcwele usayizi kanye neminye imikhiqizo, ukuze i-SKIMS ibe nokukhetha okucebile nokuphulwa okwengeziwe.
3.Ungayenza kanjani i-marketing ye-Kardashian, ngubani ohamba phambili kwezokumaketha?
Uma kuqhathaniswa nezimpahla zangaphansi zendabuko ezifana ne-Victoria's Secret ezinenkinga yokuma komkhiqizo, i-SKIMS ibambe umfutho oqinile kusukela yethulwa futhi ilondoloze ukuxhumana okuseduze nesizukulwane esisha sabathengi. Ngabalandeli be-Instagram abayizigidi ezingu-360, umsunguli uKim akalethi nje ngokwemvelo ukuchayeka okuningi kumkhiqizo, kodwa futhi usebenzisa ithonya lakhe ukushayela uchungechunge lwemicimbi yokuthengisa enamandla.
Lapho uKim Kardashian enza kahle kakhulu kwezokukhangisa ukuthi akachithi imali ngokukhangisa kwendabuko, kunalokho uphendukela ezinkundleni zokuxhumana ezithembekile. Abantu abasha banomhlaba, abangakwazi ukudala ukushisa phakathi kwabathengi abasha, abangakwazi ukuphatha ilungelo lokukhuluma emakethe.
Nakuba ungase ulindele amadoda aneminyaka ephakathi ukuba abe abalandeli bakhe abakhulu, izigidi zabalandeli bakaKim Kardashian empeleni zingabesifazane abaneminyaka ephakathi kuka-15 no-55. Owesifazane uthanda ukubuka indlela yakhe yokuphila, ukuthi uyisebenzisa kanjani imali, lapho eya khona eholidini, yini uyagqoka. Abaningi balaba balandeli bangabalandeli bezingubo zakhe nesitayela sakhe, futhi bangabasebenzisi bembewu be-SKIMS.
Kuze kube manje, i-SKIMS inabalandeli abangaphezu kwezigidi ezingu-6.7 enkundleni yayo yezokuxhumana, Lokho kufaka abalandeli be-Instagram abayizigidi ezingu-5.1, abalandeli be-Twitter abangu-118,000, abalandeli be-Facebook abangu-391,000, ababhalisile be-Pinterest abangu-19,500, ababhalisile be-YouTube abangu-35,900 nabalandeli be-TikTok abayizigidi ezingu-1.1.
01 Sebenzisana nosaziwayo ukuze ubambe inkundla yezokuxhumana
Enye yamandla amakhulu omkhiqizo we-SKIMS nguKim uqobo.
Ngesisekelo sethonya lakhe, umkhiqizo oqalayo ungathola amathuba amaningi okumaketha ukubambisana nezinkanyezi ekuqaleni; I-SKIMS isebenze nosaziwayo abafana noSnoop Dogg, Rosalia, Chelsea Handler, Brooke Shields, Juliette Lewis, Becky G, Cassie, kanye no-Indya Moore. Abaningi bameme idlanzana lama-supermodels we-Victoria's Secret, abaculi ukuthi bashuthe ama-blockbusters wokukhangisa, okubangela ukukhathazeka.
Isibonelo, muva nje i-SKIMS imeme u-raye, i-icespice girl edumile nabanye abaculi nezihlabani ukuthi bashuthe uchungechunge olusha lwezikhangiso.
I-SKIMS iphinde isebenzise amandla osaziwayo ekukhangiseni imicimbi. Uchungechunge olulinganiselwe lwe-Valentine's Day kulo nyaka lumeme u-Simona Tabasco no-Beatrice Granno bochungechunge lwe-TV yaseMelika oludumile oluthi "White Lotus Resort" ukuthi bashuthe leli qembu "lama-blockbusters osuku lwe-Valentine" lwe-SKIMS, futhi ukushisa kuqondwa yi-SKIMS.
Ngaphezu kwalokho, uKim ngokwakhe ungumphefumulo we-SKIMS, hhayi kuphela umsunguli, kodwa futhi umkhulumeli othonya kakhulu womkhiqizo.
Ubhala njalo ezinkundleni zokuxhumana, ekhombisa ngemikhiqizo yakhe futhi engeza ubuqiniso nokuziphendulela kumkhiqizo, njengokuzimbandakanya kukaRihanna noFenty. Umndeni wakwaKardashian nabangane bawo osaziwayo nabo bavame ukugqoka i-SKIMS ezithombeni zasemgwaqweni, cishe bandise ithonya lomkhiqizo ngombuthano.
(Rihanna) NjengoFenty. Umndeni wakwaKardashian nabangane bawo osaziwayo nabo bavame ukugqoka i-SKIMS ezithombeni zasemgwaqweni, cishe bandise ithonya lomkhiqizo ngombuthano.
02 IsakhiwoI-SKIMSnjengemali yezenhlalo
I-SKIMS idonsa ukunaka kwabesifazane abaningi. Njengamanje, amavidiyo afana "nokuhlola kwe-SKIMS" acebe ngokwedlulele ku-YouTube ne-Tik-Tok, futhi i-SKIMS isiphenduke "iphasiwedi yethrafikhi" kuma-blogger aphesheya, izinkundla zokuxhumana kanye nezinkundla zevidiyo.
Eminyakeni emibili edlule, ividiyo yomumo womzimba we-SKIMS isifinyelele izingoma ezishisayo eziyizigidi eziyi-10 njengamanje. Muva nje, uchungechunge olusha lwe-SKIMS lwamavidiyo afanelekile nokuhlaziya nawo athole ukubukwa okuyizigidi ezinyangeni ezimbili. Inkundla edume kakhulu yokwabelana ngotshani e-China, i-Red Book encane, vele useshe "i-SKIMS", kukhona amashumi ezinkulungwane zokuhlola kwangempela ongabelana ngakho.
Lapho i-SKIMS isiphenduke inkambiso engenakuvinjwa, akunakugwenywa ukuthi amantombazane asemancane ezinkundleni zokuxhumana azongenelwa kule vortex yemfashini, futhi ekubuyekezweni okumangazayo, i-Amway notshani, ukusesha kwe-SKIMS nama-oda kuzuze ukukhula okukhulu.
03 Inethiwekhi yethonya ye-Weave Tik Toker
Elinye lamathuluzi okuthengisa e-SKIMS 'enkundla yezokuxhumana lingabagqugquzeli, nebutho langempela labadali bokuqukethwe ezinkundleni zokuxhumana.
Kusakhiwo se-TikTok, i-TikTok ngayinye esiteshini se-SKIMS izoba nevidiyo ye-KOL ethula ukukhishwa komkhiqizo wakamuva, ebonisa indlela yokwenza isitayela somkhiqizo, ikhuluma nge-SKIMS abayithandayo, noma imema abalandeli ukuthi babambe iqhaza ku-GRWM (uhlobo lokuqukethwe kwevidiyo okufanayo. ukuwasha amavidiyo).
Lokhu okuqukethwe kuboniswa ngaphansi komaka we-@skims, okubonisa ukuthi ividiyo ithunyelwe kumkhiqizo ukuze ishicilelwe, bese imaka umdali, okuvumela ukusebenzisana ne-vlogger kuleli fomu.
04 Isihloko Sokumaketha
I-SKIMS ngokwemvelo futhi idlala ukumaketha komaka, i-TikTok ayinayo kuphela #SKIMS ethandwa kakhulu, kodwa futhi nokuqukethwe okucaciswe kakhulu komkhiqizo okufana ne-#SKIMSTryon, #SKIMSswim kanye ne-#SKIMShaul, kanye ne-#SKIMSdress.
Ngokusebenzisa i-hashtag ezinkundleni zokuxhumana, ungakwazi ukusebenzisa kalula ukusakazwa kwethrafikhi elandelayo, njengoba abasebenzisi abalandela isihloko bangathola kalula konke okuqukethwe okusebenzisa i-hashtag. Ukuphinda i-hashtag ethile nakho kuyingozi kakhulu, phela abasebenzisi bezinkundla ezifana ne-tik tok, i-instgram, ne-YouTube bazolingisa ama-hashtag aziwa kakhulu.
Okuhlangenwe nakho kukaKim Kardashian kuyamangalisa kakhulu, kodwa akekho ongaphika ithalenta lakhe lokumaketha. I-SKIMS ingeyenkampani eyazalelwa eRoma ngoba isekelwa uKim, umholi womhlaba wonke; Ngakho-ke, uhlobo olufanayo lwezingubo zangaphansi zasolwandle ngeke lukwazi ukungena phesheya kwezilwandle ngokukopisha ngokuphelele isu lokumaketha le-SKIMS, kodwa akukho ukushoda kwemibono yokumaketha engasetshenziswa ukubhekisela.
4.Izikhuthazo eziningi zomkhiqizo we-DTC
Yize iningi lemikhiqizo lingekho ngemuva kwabasunguli abaziwayo nabanamandla njengoKardashian, imibono yokuthengisa ye-SKIMS ifanele ukuhlaziywa kwemikhiqizo yangaphansi olwandle:
(1) Umqondo womkhiqizo udinga ukwamukela ukunambitheka kobuhle okuhlukahlukene kanye nokwenza kube ngokwakho kanye namanani enkathi ka-Z:
Esikhathini esedlule, abathengi "abangewona abajwayelekile" babeyindlovu ekamelweni, abangavamile ukubonwa noma ukushaywa indiva ngamabomu ngamabomu. Manje, umqondo wenhlalo yenkululeko yabesifazane kanye nomqondo wobuhle wokubandakanywa kusekelwa imikhiqizo ebonakalayo emakethe yezohwebo. Izinhlobo zezingubo zokwakheka/zangaphansi ezimelwe i-SKIMS kanye ne-Savage x Fenty zamukela ngokugcwele abathengi bemimo nobulili obuhlukahlukene abanganakwa yimikhiqizo yangaphansi evamile. Ngamandla emikhiqizo yomkhiqizo ukuze aphule okwedlule ukuze uthole ukulandisa kobuhle okujwayelekile komzimba kasathane. Kuhambisana nomthelela wokugeleza okuphezulu kwenethiwekhi okubomvu, ukumaketha okuvuthiwe kwe-hierarchical, umbuso we-SKIMS kusuka kulokhu.
(2) Khulisa ithonya ngosizo lwabanye:
Amabhrendi anesabelomali esanele angakhetha ukubambisana nama-Kols obukhulu obuhlukile, amukele i-matrix yokumaketha yomuntu obomvu, kusukela kosaziwayo, i-KOL kuya ku-TikTok namanye amapulatifomu, akhethe abantu abahlangabezana nokuma komkhiqizo, enze ukubambisana okuhlukahlukene, futhi akhe ngokushesha. brand amandla angaba khona.
Uma lungekho usekelo lokugeleza kwenkanyezi, kubaluleke kakhulu ukusebenzisa ithonya elifanele le-KOL. I-SocialBook inezigidi ezingu-16 + izinsiza zosaziwayo ezivela eNyakatho Melika, eYurophu, eNingizimu Melika, eNingizimu-mpumalanga ye-Asia, e-Australia naseNew Zealand, eMpumalanga Ephakathi nezinye izifunda eziyisishiyagalombili emhlabeni, ezihlanganisa ubuchwepheshe, i-e-commerce, imidlalo, ezezimali, ubuhle, imfashini, ikhaya, izinkundla zokuxhumana, ukudla, ezokuvakasha kanye nezinye izimboni eziningi, ukuhlinzeka umkhiqizo wakho ngezinsizakalo zokumaketha zaphesheya kwezilwandle.
Isikhathi sokuthumela: Sep-10-2024
