I hokona e Lululemon te waitohu taputapu whakapakari tinana o te kāinga, 'Mirror', i te tau 2020 hei whakamahi i tētahi "tauira whakangungu ranu" mō āna kiritaki. E toru tau i muri mai, kei te tūhura te waitohu athleisure ki te hoko i a Mirror nā te mea i rahua ngā hoko taputapu i ana matapae hoko. Kei te titiro anō te kamupene ki te whakarewa anō i tana tuku mamati me te taupānga Lululemon Studio (i whakarewahia anō i te tau 2020) hei whakakapi i tana tūranga o mua e aro ana ki ngā taputapu ki ngā ratonga mamati e hangai ana ki ngā taupānga.
Engari he aha te momo taputapu whakapakari tinana e pai ake ana ki ngā kiritaki o te kamupene te hoko?
E ai ki ngā Kōtaha YouGov - e kapi ana i ngā inenga taupori, hinengaro, waiaro me ngā whanonga a ngā kaihoko - 57% o ngā kiritaki o Lululemon i te US, o ngā Amerikana rānei e whakaaro ana ki te hoko mai i te waitohu, kāore anō kia hoko i tētahi taputapu whare takaro i ngā marama 12 kua hipa. I roto i te hunga kua hoko, 21% i whiriwhiri ki ngā taputapu taumaha kore utu. Hei whakataurite, 11% o te taupori whānui o te US kua hoko i tēnei momo taputapu whare takaro i ngā marama 12 kua hipa hei whakangungu tinana me te whakakorikori tinana i te whare takaro, i te kāinga rānei.
I tua atu, 17% o te hunga whakarongo a Lululemon me te 10% o te taupori whānui o Amerika i hoko i ngā mīhini, i ngā taputapu rānei mō te ngakau me te toto pērā i ngā pahikara hurihuri.
Ka tūhuratia hoki e mātou ngā raraunga YouGov kia kitea ai ngā āhuatanga e whakaarohia ana e rātou ina hoko ana i ngā taputapu whare takaro hei whakamahi i roto i te whare takaro, i te kāinga rānei. E whakaatu ana ngā raraunga kōtaha ko ngā hiahia hauora me te ngāwari o te whakamahi i ngā taputapu whare takaro ngā āhuatanga matua e whakaarohia ana e tēnei rōpū ina hoko ana i ngā taputapu whare takaro (22% me te 20%).
Mō te nuinga o te iwi o Amerika, ko te ngāwari o te whakamahi i ngā taputapu whare takaro me te utu ngā mea tino nui ina hoko ana i ngā taputapu whare takaro (10% ia taputapu).
I tua atu, 57% o te hunga mātakitaki a Lululemon me te 41% o te taupori whānui kāore anō kia hoko i tētahi taputapu whare takaro i ngā marama 12 kua pahure.
Mō te momo mema whare takaro e wātea ana ki te hunga whakarongo o Lululemon i tēnei wā, 40% e whakakorikori tinana ana i a rātou anō. 32% anō he mema whare takaro, ā, 15% o rātou he ohaurunga utu ipurangi, he ohaurunga kāinga rānei mō tētahi mahere whakapakari tinana, mō ngā akomanga whakakorikori tinana rānei. Tata ki te 13% o tēnei hunga whakarongo he ohaurunga mō tētahi whare whakangungu motuhake, mō tētahi akomanga motuhake rānei pērā i te whana me te hurihuri.
E whakaatu ana ngā raraunga o ngā Kōtaha e 88% o ngā kiritaki o Lululemon o nāianei, o te hunga rānei e whakaaro ana ki te hokohoko mai i te waitohu, e whakaae ana ki te kīanga "e hiahia ana rātou ki te whakaaro kia ora, kia ora hoki." E whakaae ana ngā kiritaki o te waitohu, 80%, ki te kīanga "he mea nui kia (rātou) kia kaha te korikori tinana i (ō rātou) wā waatea" ā, e 78% o rātou e whakaae ana i hiahia rātou kia "kaha ake te korikori tinana."
Haunga ngā kākahu hākinakina, kei te tuku atu hoki a Lululemon i ngā taputapu pēnei i ngā aroturuki manawa mā roto i tana waitohu iti, Lululemon Studio. E ai ki a Profiles, e 76% o ngā hunga whakarongo a Lululemon e whakaae ana ki te kīanga "ka taea e ngā taputapu mau te whakatenatena i te tangata kia ora ake." Engari e 60% o tēnei rōpū e whakaae ana ki te kīanga "he nui rawa te utu o te hangarau mau."
Wā tuku: Akuhata-02-2023
