Lululemon idagula kampani ya zida zolimbitsa thupi m'nyumba yotchedwa 'Mirror' mu 2020 kuti igwiritse ntchito "njira yophunzitsira yosakanikirana" kwa makasitomala ake. Patatha zaka zitatu, kampani ya masewera olimbitsa thupi tsopano ikuyang'ana kugulitsa Mirror chifukwa malonda a zida zamagetsi sanakwaniritse zomwe amayembekezera. Kampaniyo ikufunanso kuyambitsanso kampani yake ya digito ndi mapulogalamu a Lululemon Studio (yomwe idayambitsidwanso mu 2020) m'malo mwa malo ake akale okhazikika pa zida zamagetsi ndi ntchito za digito zokhazikika pa mapulogalamu a digito.
Koma kodi makasitomala a kampaniyo amakonda kugula zida zolimbitsa thupi zamtundu wanji?
Malinga ndi YouGov Profiles - yomwe imafotokoza za kuchuluka kwa anthu, malingaliro, malingaliro ndi khalidwe la ogula - 57% ya makasitomala a Lululemon aku US kapena aku America omwe angaganize zogula kuchokera ku kampaniyi sanagule zida zilizonse zochitira masewera olimbitsa thupi m'miyezi 12 yapitayi. Pakati pa omwe adagula, 21% adasankha zida zolemetsa zaulere. Poyerekeza, 11% ya anthu onse aku US adagula zida zamtunduwu zochitira masewera olimbitsa thupi m'miyezi 12 yapitayi kuti azichita masewera olimbitsa thupi komanso kuchita masewera olimbitsa thupi m'malo ochitira masewera olimbitsa thupi kapena kunyumba.
Komanso, 17% ya omvera a Lululemon ndi 10% ya anthu aku America ambiri adagula makina amtima kapena zida monga njinga zozungulira.
Timafufuzanso deta ya YouGov kuti tiwone zinthu zomwe amaganizira akamagula zida zochitira masewera olimbitsa thupi kuti zigwiritsidwe ntchito mu gym kapena kunyumba. Deta ya mbiri ikuwonetsa kuti zosowa zolimbitsa thupi komanso kusavuta kugwiritsa ntchito zida zochitira masewera olimbitsa thupi ndi zinthu zazikulu zomwe gululi limaganizira pogula zida zochitira masewera olimbitsa thupi (22% ndi 20% motsatana).
Kwa anthu onse aku America, kugwiritsa ntchito mosavuta zida zochitira masewera olimbitsa thupi ndi Mtengo ndizofunikira kwambiri pogula zida zochitira masewera olimbitsa thupi (10% iliyonse).
Kuphatikiza apo, 57% ya omvera a Lululemon ndi 41% ya anthu onse sanagule zida zilizonse zochitira masewera olimbitsa thupi m'miyezi 12 yapitayi.
Ponena za mtundu wa umembala wa gym womwe omvera a Lululemon ali nawo pakadali pano, 40% amachita masewera olimbitsa thupi okha. Ena 32% ali ndi umembala wa gym ndipo 15% mwa iwo ali ndi kulembetsa kolipira pa intaneti kapena kunyumba kwa dongosolo lolimbitsa thupi kapena makalasi olimbitsa thupi. Pafupifupi 13% ya omvera awa ali ndi kulembetsa ku studio yapadera kapena kalasi inayake monga kickboxing ndi spinning.
Deta ya mbiri ikuwonetsanso kuti 88% ya makasitomala a Lululemon omwe alipo pano kapena omwe angaganize zogula kuchokera ku kampaniyi akuvomerezana ndi mawu akuti "akufuna kukhala ndi thanzi labwino komanso thanzi labwino." Makasitomala a kampaniyi, 80%, akuvomerezana ndi mawu akuti "ndikofunikira kuti (iwo) azichita masewera olimbitsa thupi nthawi yawo yopuma" ndipo 78% ya iwo akuvomereza kuti akufuna "kuchita masewera olimbitsa thupi kwambiri."
Kuwonjezera pa zovala zamasewera, Lululemon imaperekanso zowonjezera monga zowunikira kugunda kwa mtima kudzera mu kampani yake yaing'ono, Lululemon Studio. Malinga ndi Profiles, 76% ya omvera a Lululemon akugwirizana ndi mawu akuti "zipangizo zovalidwa zimatha kulimbikitsa anthu kukhala athanzi." Koma 60% ya gululi akugwirizananso ndi mawu akuti "ukadaulo wovalidwa ndi wokwera mtengo kwambiri."
Nthawi yotumizira: Ogasiti-02-2023
