Kwiminyaka yakutshanje, iiprojekthi zokomelela komzimba ziye zanda ngaphaya kommandla we "yoga," eyathi, ngenxa yeenzuzo zayo zempilo kunye nokuthandwa kwefashoni, yakhawuleza yafumana ingqalelo eqhelekileyo kodwa ayizange ilawuleke kakhulu kwixesha lokukhuthazwa kokomelela komzimba kwilizwe lonke. Olu tshintsho luye lwavula indlela yeempawu ezibalaseleyo zempahla yeyoga ezifana neLululemon kunye neAlo Yoga.
Ngokutsho kweStatista, imakethi yehlabathi yokunxiba i-yoga kulindeleke ukuba ivelise ingeniso eyi-$37 billion, kwaye uqikelelo lufikelela kwi-$42 billion ngo-2025. Nangona le marike ikhula ngokukhawuleza, kukho umsantsa obonakalayo kwimpahla yamadoda yokunxiba i-yoga. Inani lamadoda athatha inxaxheba kwi-yoga liyanda ngokuthe chu, kwaye iimpawu ezifana neLululemon zibone ipesenti yabathengi abangamadoda inyuka ukusuka kwi-14.8% ngoJanuwari 2021 ukuya kwi-19.7% ngoNovemba waloo nyaka mnye. Ngaphezu koko, idatha yeGoogle Trends ibonisa ukuba uphendlo "lwe-yoga yamadoda" luphantse lube sisiqingatha saloo ye-yoga yabasetyhini, nto leyo ebonisa imfuno enkulu.
IVuori, uphawu oluqale ngokujolisa kweli shishini lingenazo izibonelelo zamadoda ngempahla yeyoga, luye lwasebenzisa olu hlobo lwendlela. Ukusukela oko yasungulwa ngo-2015, iVuori inyuke ngokukhawuleza yaya kwixabiso leebhiliyoni ezi-4 zeerandi, yaza yazinza phakathi kwabakhuphisana nabo abaphambili. Iwebhusayithi yayo ibone ithrafikhi ezinzileyo, kunye notyelelo olungaphezulu kwezigidi ezi-2 kwiinyanga ezintathu ezidlulileyo. Imizamo yentengiso yeVuori nayo ibikhula, kunye nokunyuka kwe-118.5% kwiintengiso zeendaba zoluntu kwinyanga ephelileyo, ngokutsho kwedatha yeGoodSpy.
Icebo likaVuori lophawu kunye nemveliso
IVuori, eyasekwa ngo-2015, luphawu olutsha olugxininisa "ukusebenza" kwempahla yayo. Iimveliso zolu phawu ziyilwe ngezinto ezifana nokususa umswakama, ukomisa ngokukhawuleza, kunye nokumelana nevumba. Ukongeza, inxalenye enkulu yempahla yeVuori yenziwe ngekotoni yendalo kunye namalaphu asetyenzisiweyo. Ngokubeka phambili iinkqubo zokwenza "ezinesimilo" kunye nezixhobo ezizinzileyo, iVuori iphucula ixabiso leemveliso zayo kwaye izibeka njengophawu olunoxanduva.
Nangona ekuqaleni olu phawu lwalugxile ekunxibeni i-yoga yamadoda, iVuori ngoku inikezela ngeemveliso ezahlukeneyo kwiindidi ezili-14 zamadoda nabasetyhini. Abaphulaphuli babo bajolisa kubo bafana noLululemon—abathengi abakumgangatho ophakathi abaxabisa amava olu phawu kwaye bazimisele ukutyala imali kwiimveliso ezisemgangathweni ophezulu, ezenziwe ngokuziphatha. Icebo leVuori lokuxabisa libonisa oku uninzi lweemveliso zabo. Ixabiso liphakathi kwe-$60 ne-$100, kwaye inxenye encinci ixabisa ngaphezulu kwe-$100.
IVuori ikwaziwa ngokugxininisa kakhulu kwinkonzo yabathengi. Ibeka iimveliso zayo ngokweendawo ezintlanu eziphambili zomsebenzi—uqeqesho, ukutyibiliza emanzini, ukubaleka, i-yoga, kunye nokuhamba ngaphandle—ukunceda abathengi ukuba bathenge ngobulumko. Ukukhuthaza ukuthembeka kwebhrendi, iVuori iqalise iinkqubo ezifana ne-V1 Influencer Program kunye ne-ACTV Club, ezibonelela ngezaphulelo ezikhethekileyo kunye nokufikelela kwizixhobo zoqeqesho lobungcali kumalungu.
UkuThengisa iMedia Media kaVuori
Imidiya yoluntu idlala indima ebalulekileyo kwisicwangciso sokuthengisa sikaVuori. Olu phawu luqokelele abalandeli abangama-846,000 kumaqonga afana ne-Instagram, i-Facebook, kunye neTikTok, besebenzisa la majelo ukukhuthaza intsebenziswano nabantu abanefuthe, ukuthengisa ngemifanekiso, kunye neeklasi zokomelela umzimba. Impumelelo yeempawu ezifana neLululemon ibangelwa kakhulu bubukho bazo kwimidiya yoluntu, kwaye iVuori ilandela okufanayo ngokukhula kwayo kwimidiya yoluntu.
Icebo likaVuori lokuThengisa
Imizamo yentengiso kaVuori ibisoloko izinzile, kwaye kukho uqhushululu olukhulu phakathi kukaSeptemba noNovemba minyaka le. Ngokwedatha yeGoodSpy, utyalo-mali olukhulu lwentengiso lwenzeke ngoSeptemba, olubonisa ukukhula kwe-116.1% inyanga nenyanga. Olu phawu lukwanyuse umthamo walo wentengiso ngoJanuwari, lunyuka nge-3.1% ukusuka kwinyanga ephelileyo.
Uninzi lweentengiso zeVuori zihanjiswa ngeFacebook, kwaye zisasazeke ngeendlela ezahlukeneyo kwiindlela ezahlukeneyo zeendaba. Okuphawulekayo kukuba, iMessenger ibone ukwanda kwesabelo sayo ngoJanuwari, senza i-24.72% yokusasazwa kwentengiso iyonke.
Ngokwengingqi, iVuori ijolise kakhulu eMelika, eKhanada, nase-United Kingdom—imimandla ekhokela imarike yeyoga yehlabathi. NgoJanuwari, i-94.44% yotyalo-mali lwentengiso yeVuori yayigxile e-US, ihambelana nesikhundla sayo esiphezulu kwimarike yehlabathi.
Ngamafutshane, ingqwalasela kaVuori kwimpahla yeyoga yamadoda, imveliso ezinzileyo, kunye nokuthengisa kwimidiya yoluntu, kunye nendlela yokukhangisa ejolise kuyo, iqhubele phambili olu phawu empumelelweni, ilubeka njengomdlali onamandla kwimarike yokunxiba iyoga ekhulayo.
Ngowuphi umthengisi weempahla zeYoga zamadoda onomgangatho ofanayo noweVuori?
Xa ufuna umthengisi weempahla zokomelela komzimba onomgangatho ofanayo noweGymshark, iZIYANG lukhetho olufanelekileyo ukuqwalaselwa. Ikwi-Yiwu, ikomkhulu leempahla zehlabathi, iZIYANG ngumzi-mveliso weempahla zeyoga oqeqeshiweyo ogxile ekudaleni, ekuveliseni, nasekuthengiseni iimpahla zeyoga zodidi oluphezulu kwiibhrendi zamazwe ngamazwe kunye nabathengi. Badibanisa ubugcisa kunye nobuchule ngaphandle komthungo ukuvelisa iimpahla zeyoga ezikumgangatho ophezulu ezikhululekileyo, ezifashini, nezisebenzayo. Ukuzinikela kweZIYANG ekugqweseni kubonakala kuyo yonke into yokuthunga ngononophelo, ukuqinisekisa ukuba iimveliso zayo zidlula imigangatho ephezulu yoshishino.Nxibelelana ngoko nangoko
Ixesha leposi: Jan-04-2025
