Lululemon yakatenga kambani yemidziyo yekurovedza muviri kumba inonzi 'Mirror' muna 2020 kuti ishandise "mhando yekurovedza muviri yakasanganiswa" kune vatengi vayo. Makore matatu gare gare, kambani yemitambo yava kutsvaga kutengesa Mirror nekuti kutengesa kwehardware kwakarasikirwa nefungidziro yekutengesa. Kambani iyi iri kutsvagawo kutanga patsva kambani yayo yedhijitari neyemaapplication Lululemon Studio (iyo yakatangwawo muna 2020) ichitsiva nzvimbo yayo yekare yehardware nemabasa edhijitari.
Asi vatengi vekambani vanoda kutenga mhando ipi yemidziyo yekurovedza muviri?
Sekureva kweYouGov Profiles - iyo inoongorora huwandu hwevanhu, mafungiro evanhu, maitiro evanhu uye maitiro evanhu - 57% yevatengi veLululemon vekuUS varipo kana kuti vekuAmerica vangafunga kutenga kubva kukambani iyi havana kutenga michina yekurovedza muviri mumwedzi gumi nemiviri yapfuura. Pakati peavo vakatenga, 21% vakasarudza michina yemahara yekurema. Kana tichienzanisa, 11% yevanhu vemuUS vakatenga mhando iyi yemidziyo yekurovedza muviri mumwedzi gumi nemiviri yapfuura kuti varovedze muviri uye varovedze muviri mujimu kana kumba.
Uyezve, 17% yevateereri veLululemon uye 10% yevanhu vekuAmerica vakatenga michina yemwoyo kana michina yakaita semabhasikoro ekutenderera.
Tinoongororawo data reYouGov kuti tione zvinhu zvavanofunga nezvazvo pavanotenga michina yekurovedza muviri kuti ishandiswe mujimu kana kumba. Data remaprofiles rinoratidza kuti zvinodiwa pakugwinya muviri uye nyore kushandisa michina yekurovedza muviri ndizvo zvinhu zvikuru zvinofungwa neboka iri pakutenga michina yekurovedza muviri (22% uye 20% zvichiteerana).
Kune vanhu vemuAmerica, nyore kushandisa michina yekurovedza muviri uye Mutengo ndizvo zvinhu zvinonyanya kukosha pakutenga michina yekurovedza muviri (10% imwe neimwe).
Uyezve, 57% yevateereri veLululemon uye 41% yevanhu vose havana kutenga michina yekurovedza muviri mumwedzi gumi nemiviri yapfuura.
Kana zvasvika parudzi rwekuva nhengo dzejimu iyo vateereri veLululemon vane parizvino, 40% vanorovedza muviri vega. Vamwe 32% vane nhengo dzejimu uye 15% yavo vane kunyorera online kana kumba kunobhadharwa kwechirongwa chekurovedza muviri kana makirasi ekurovedza muviri. Vanenge 13% vevateereri ava vane kunyorera studio yakakosha kana kirasi chaiyo senge kickboxing and spinning.
Ruzivo rwemaprofiles runoratidzawo kuti 88% yevatengi veLululemon varipo kana avo vangafunga kutenga kubva kukambani iyi vanobvumirana nemashoko ekuti "vanoda pfungwa yekuva vakagwinya uye vane hutano." Vatengi vekambani iyi, 80%, vanobvumirana nemashoko ekuti "zvakakosha kuti (ivo) vave nemuviri panguva yavo yekuzorora" uye 78% yavo vanobvumirana kuti vaida kuti "vaite maekisesaizi akawanda."
Pamusoro pezvipfeko zvemitambo, Lululemon inopawo zvishongedzo zvakaita sezvigadziriso zvekurova kwemoyo kuburikidza nekambani yayo, Lululemon Studio. Sekureva kweProfiles, 76% yevateereri veLululemon vanobvumirana nemashoko ekuti "zvishandiso zvinopfekwa zvinogona kukurudzira vanhu kuti vave neutano hwakanaka." Asi 60% yeboka iri vanobvumiranawo nemashoko ekuti "tekinoroji inopfekwa inodhura zvakanyanya."
Nguva yekutumira: Nyamavhuvhu-02-2023
