Iimpawu Eziphambili Ezisakhasayo
Kwiminyaka yakutshanje, ukuvela kweendlela ezahlukeneyo zokuphila kwezemidlalo kuye kwabangela ukuthandwa kweempawu ezininzi zemidlalo, njengeLululemon kwicandelo leyoga. I-Yoga, eneendawo ezimbalwa ezifunekayo kunye nomqobo omncinci wokungena, iye yaba lukhetho lokuzilolonga oluthandwayo kwabaninzi. Beqonda amandla akhoyo kweli shishini, iimpawu ezigxile kwiyoga ziye zanda.
Ngaphandle kweLululemon edumileyo, enye inkwenkwezi ekhulayo yiAlo Yoga. Yasekwa eMelika ngo-2007, ihambelana nokuqala kukaLululemon kwiNASDAQ nakwiToronto Stock Exchange, iAlo Yoga ifumene udumo ngokukhawuleza.
Igama lophawu elithi "Alo" livela kwigama elithi Air, Land, and Ocean, elibonisa ukuzinikela kwayo ekusasazeni ukuqaphela izinto, ukukhuthaza ubomi obusempilweni, kunye nokukhuthaza uluntu. I-Alo Yoga, njengeLululemon, ilandela indlela yodidi oluphezulu, ihlala inika iimveliso zayo amaxabiso aphezulu kuneLululemon.
Kwimarike yaseMntla Melika, i-Alo Yoga ifumene ukubonakala okukhulu ngaphandle kokuchitha imali eninzi kwiinkxaso, kwaye abantu abadumileyo kwimfashini abafana noKendall Jenner, uBella Hadid, uHailey Bieber, kunye noTaylor Swift babonakala rhoqo kwiimpahla ze-Alo Yoga.
UDanny Harris, umseki we-Alo Yoga, ugxininise ukukhula okukhawulezileyo kolu phawu, ngeminyaka emithathu ilandelelana yokwanda okumangalisayo ukusukela ngo-2019, efikelele kwintengiso engaphezulu kwe-$1 yezigidigidi ngo-2022. Umthombo osondeleyo kolu phawu utyhile ukuba ngasekupheleni konyaka ophelileyo, i-Alo Yoga yayihlola amathuba amatsha otyalo-mali anokuxabisa uphawu oluya kuthi ga kwi-$10 yezigidigidi. Umfutho awupheleli apho.
NgoJanuwari 2024, i-Alo Yoga yabhengeza intsebenziswano ne-Ji-soo Kim kaBlackpink, yavelisa i-$1.9 yezigidi kwiFashion Media Impact Value (MIV) kwiintsuku ezintlanu zokuqala, kunye nokwanda kokukhangela kuGoogle kunye nokuthengiswa ngokukhawuleza kwezinto ezivela kwingqokelela yasentwasahlobo, nto leyo eyanyusa kakhulu ukuqatshelwa kolu phawu e-Asia.
Icebo Lokuthengisa Elibalaseleyo
Impumelelo ye-Alo Yoga kwimarike yeyoga enokhuphiswano inokubangelwa ziindlela zayo zokuthengisa eziphawulekayo.
Ngokungafaniyo neLululemon, egxininisa ukunxitywa kwemveliso kunye nomgangatho wayo, iAlo Yoga ibeka phambili uyilo, ibandakanya ukuchetywa okunesitayile kunye nemibala eyahlukeneyo yemfashini ukwenza inkangeleko yesitayile.
Kwimidiya yoluntu, iimveliso eziphambili ze-Alo Yoga azizo iibhulukhwe zeyoga zemveli kodwa zii-mesh tights kunye nee-crop tops ezahlukeneyo. I-arhente yokuthengisa yedijithali, iStylophane, ngaphambili yayibeke i-Alo Yoga kwindawo yama-46 yefashoni ebandakanyekayo kwi-Instagram, idlula iLululemon, eyayikwindawo yama-86.
Kwintengiso yebhrendi, i-Alo Yoga ixhasa ngakumbi intshukumo yokuzikisa ingqondo, inikezela ngeemveliso ezahlukeneyo ukusuka kwiimpahla zabasetyhini ukuya kwiimpahla zamadoda, kunye neengubo, kwaye yandisa imizamo yokuthengisa ngaphandle kwe-intanethi. Okuphawulekayo kukuba, iivenkile ezibonakalayo ze-Alo Yoga zibonelela ngeeklasi kwaye zibamba imisebenzi yabalandeli ukuze kuqiniswe ubuwena bebhrendi yomsebenzisi.
Amaphulo e-Alo Yoga anononophelo ngokusingqongileyo aquka iofisi esebenza ngamandla elanga, i-studio yoga ephindwe kabini ngemini, isikhululo sokutshaja iimoto zombane, inkqubo yokuphinda kusetyenziswe inkunkuma, kunye neentlanganiso kwigadi yeZen yokucamngca, okuqinisa amandla kunye nesimilo sophawu. Intengiso ye-Alo Yoga kwimidiya yoluntu ikhethekile, ibonisa uluhlu olwahlukeneyo lwabasebenzi beyoga abenza iintshukumo ezahlukeneyo kwiindawo ezahlukeneyo, bakha uluntu oluqinileyo lwabathandi.
Xa kuthelekiswa, nangona iLululemon, eneminyaka engaphezu kwamashumi amabini yophuhliso, ifuna ukwandisa uluhlu lwayo lweemveliso ukuze zisetyenziswe imihla ngemihla, ukuthengisa kwayo kusagxile kwizibonelelo zeembaleki zobungcali kunye nemidlalo.
Ukuchaza iimpawu ezimelene nefashoni, kuyacaca: "Enye ijolise kwimfashini egqwesileyo, enye kubuchule bezemidlalo."
Ngaba i-Alo Yoga iza kuba yiLululemon elandelayo?
I-Alo Yoga inendlela efanayo yophuhliso neLululemon, iqala ngeebhulukhwe zeyoga kwaye yakhe uluntu. Nangona kunjalo, kusesenexesha ukubhengeza u-Alo njengoLululemon olandelayo, ngenxa yokuba u-Alo akamjongi uLululemon njengomncintiswano wexesha elide.
UDanny Harris uxelele iWall Street Journal ukuba iAlo ijonge ekwenzeni izinto zibe zedijithali, kuquka nokudala iindawo zempilo-ntle kwihlabathi elitshintshatshintshayo, apho iinjongo zoshishino zijonge phambili kwiminyaka engamashumi amabini ezayo. “Sizibona njengophawu lwedijithali kunokuba sibe luphawu lwempahla okanye umthengisi othengisa izinto ezithengiswayo,” utshilo.
Ngokwenyani, amabhongo e-Alo Yoga ahlukile kwekaLululemon. Nangona kunjalo, oku akunciphisi amandla ayo okuba luphawu olunempembelelo enkulu.
Ngowuphi umthengisi weempahla zeYoga onomgangatho ofanayo nowakhe?
I-ZIYANG lukhetho olufanelekileyo ukuqwalaselwa. Ikwi-Yiwu, ikomkhulu leempahla zehlabathi, i-ZIYANG ngumzi-mveliso weempahla zeyoga oqeqeshiweyo ogxile ekudaleni, ekuveliseni, nasekuthengiseni iimpahla zeyoga zodidi oluphezulu kwiibhrendi zamazwe ngamazwe kunye nabathengi. Badibanisa ubugcisa kunye noyilo oluyintsha ngaphandle komthungo ukuvelisa iimpahla zeyoga ezikumgangatho ophezulu ezikhululekileyo, ezifashini, nezisebenzayo. Ukuzinikela kwe-ZIYANG ekugqweseni kubonakala kuyo yonke into yokuthunga ngononophelo, ukuqinisekisa ukuba iimveliso zayo zidlula imigangatho ephezulu yoshishino.Nxibelelana ngoko nangoko
Ixesha leposi: Jan-07-2025
