Why is Lululemon the new darling of the fashion industry? !

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Kusukela ekusungulweni kuya enanini lemakethe elingaphezu kwamaRandi ayizigidigidi ezingama-40

Kwathatha iminyaka engama-22 kuphela

I-Lululemon yasungulwa ngo-1998.inkampani ephefumulelwe yi-yoga futhi idala imishini yezemidlalo yobuchwepheshe obuphezulu yabantu banamuhla. Ikholelwa ukuthi "i-yoga ayiyona nje indlela yokuzilolonga embhedeni, kodwa futhi iwumkhuba wefilosofi yesimo sengqondo nokuphila kahle." Ngamazwi alula, kusho ukunaka umuntu wangaphakathi, ukunaka okwamanje, nokubona nokwamukela imicabango yakho yangempela ngaphandle kokwenza noma yiziphi izahlulelo.

Kuthathe iLululemon iminyaka engama-22 kuphela kusukela ekusungulweni kwayo kuya enanini lemakethe elingaphezu kwamaRandi ayizigidi eziyizinkulungwane ezingama-40. Ungase ungazizwa ukuthi inhle kangakanani ngokubheka nje lezi zinombolo ezimbili, kodwa uzozithola ngokuziqhathanisa. Kuthathe i-Adidas iminyaka engama-68 kanye ne-Nike iminyaka engama-46 ukufinyelela kulesi silinganiso, okubonisa ukuthi iLululemon ithuthuke ngokushesha kangakanani.

iwebhusayithi esemthethweni ye-lululemon

Ukusungula umkhiqizo kaLululemon kwaqala ngesiko "lenkolo", eligxile kwabesifazane abanamandla okusebenzisa imali eningi, imfundo ephakeme, abaneminyaka engu-24-34, kanye nokuphishekela impilo enempilo njengoba kuhloswe abathengi balo mkhiqizo. Ibhulukwe le-yoga libiza cishe ama-yuan ayi-1,000 futhi lisheshe lithandwe kwabesifazane abasebenzisa imali eningi.

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Sebenzisa ngenkuthalo imithombo yezokuxhumana yomphakathi yomhlaba wonke

Indlela yokumaketha isakazeke kakhulu

Ngaphambi kobhubhane, imiphakathi evelele kakhulu yaseLululemon yayigxile ezitolo ezingaxhunyiwe ku-inthanethi noma emibuthanweni yamalungu. Lapho ubhubhane luqala futhi imisebenzi yabantu engaxhunyiwe ku-inthanethi inqunyelwe, indima yekhasi layo lasekhaya lezokuxhumana eliphethwe ngokucophelela yaqala ukuvelela kancane kancane, futhiImodeli ephelele yokumaketha "yokufinyelela umkhiqizo + ukuqina kwendlela yokuphila" ikhuthazwe ngempumelelo ku-inthanethi.Ngokuphathelene nokuhlelwa kwezokuxhumana, iLululemon isakaze ngenkuthalo imithombo yezokuxhumana eyinhloko emhlabeni jikelele:

I-Facebook yenombolo 1

I-Lululemon inabalandeli abayizigidi ezingu-2.98 ku-Facebook, futhi i-akhawunti ithumela kakhulu ukukhishwa kwemikhiqizo, izikhathi zokuvala izitolo, izinselelo ezifana nomjaho wokugijima we-#globalrunningday Strava, ulwazi loxhaso, izifundo zokuzindla, njll.

I-Youtube yenombolo 2

I-Lululemon inabalandeli abangu-303,000 ku-YouTube, futhi okuqukethwe okuthunyelwe yi-akhawunti yayo kungahlukaniswa cishe ngochungechunge olulandelayo:

Enye "ukubuyekezwa kwemikhiqizo kanye nokuhanjiswa | lululemon", okuhlanganisa kakhulu ukukhishwa kwebhokisi kwabanye ababhlogi kanye nokubuyekezwa okuphelele kwemikhiqizo;

Enye "i-yoga, isitimela, amakilasi asekhaya, ukuzindla, ukugijima|lululemon", ehlinzeka kakhulu ngokuqeqeshwa kanye nezifundo zezinhlelo ezahlukene zokuzivocavoca - i-yoga, i-hip bridge, ukuzivocavoca ekhaya, ukuzindla, kanye nokuhamba ibanga elide.

I-Instagram yenombolo 3

I-Lululemon iqoqe abalandeli abangaphezu kwezigidi ezi-5 ku-INS, futhi iningi lezinto ezishicilelwe ku-akhawunti zimayelana nabasebenzisi bayo noma abalandeli abasebenzisa imikhiqizo yayo, kanye nezinto ezivelele zeminye imincintiswano.

I-Tiktok yenombolo 4

I-Lululemon ivule ama-akhawunti e-matrix ahlukene ku-TikTok ngokwezinhloso ze-akhawunti ezahlukene. I-akhawunti yayo esemthethweni inenani elikhulu labalandeli, okwamanje iqoqa abalandeli abayi-1,000,000.

Amavidiyo akhishwe yi-akhawunti esemthethweni kaLululemon ahlukaniswe kakhulu ngezigaba ezine: isingeniso somkhiqizo, amafilimu amafushane okudala, ukuthandwa kwesayensi ye-yoga kanye nokuqina komzimba, kanye nezindaba zomphakathi. Ngesikhathi esifanayo, ukuze kuvumelane nendawo yokuqukethwe kwe-TikTok, kunezelwa izinto eziningi ezifashisayo: ukukhiqizwa kwe-duet split-screen co-production, ukusika kwesikrini okuluhlaza lapho kuchazwe imikhiqizo, kanye nokusetshenziswa kwezici zobuso ukwenza umkhiqizo ube ngumuntu wokuqala lapho umkhiqizo uyindawo yokuqala.

Phakathi kwazo, ividiyo enesilinganiso esiphezulu sokufana isebenzisa upende wamafutha obekuthandwa kakhulu kwi-inthanethi muva nje njengohlaka oluyinhloko. Isebenzisa umata we-yoga njenge-skateboard, ifosholo lokupenda ngamafutha njengebhulashi lokupenda, ibhulukwe le-yoga le-lululemon njengopende, kanye nengaphezulu eligoqwe laba imbali njengokuhlobisa. Ngokuhlela nge-flash, iveza ukubukeka kwebhodi lokudweba phakathi nenqubo yonke "yokupenda".

Le vidiyo inobuhlakani kokubili ngesihloko nangesimo, futhi ihlobene nomkhiqizo kanye nomkhiqizo, okudonsele ukunaka kwabalandeli abaningi..

Ukumaketha Kwabathonya

I-Lululemon yaqaphela ukubaluleka kokwakha uphawu ezigabeni zokuqala zokuthuthukiswa kwayo.Yakha ithimba lama-KOL ukuze iqinise ukukhuthazwa komqondo womkhiqizo wayo ngaleyo ndlela yakhe ubudlelwano besikhathi eside nabathengi.

Amanxusa omkhiqizo wenkampani ahlanganisa othisha be-yoga bendawo, abaqeqeshi bokuzivocavoca kanye nochwepheshe bezemidlalo emphakathini. Ithonya labo lenza iLululemon ikwazi ukuthola abathengi abathanda i-yoga nobuhle ngokushesha nangokunembile.

Kubikwa ukuthi kusukela ngo-2021, iLululemon inamanxusa omhlaba wonke ayi-12 kanye namanxusa ezitolo ayi-1,304. Amanxusa eLululemon athumela amavidiyo nezithombe ezihlobene nomkhiqizo ezinkundleni zokuxhumana zomhlaba wonke ezivamile, okwandisa izwi lomkhiqizo ezinkundleni zokuxhumana.

Ngaphezu kwalokho, wonke umuntu kumele akhumbule umbala obomvu lapho iqembu lesizwe laseCanada livela kuma-Olimpiki asebusika. Eqinisweni, lelo kwakuyijazi elenziwe yiLululemon. ILululemon nayo yaduma kuTikTok.

I-Lululemon yethule igagasi lokumaketha ku-TikTok. Abasubathi beqembu laseCanada bathumele iyunifomu yabo ethandwayo ku-TikTok #teamcanada futhi bafaka i-hashtag ethi #Lululemon#.

Le vidiyo ithunyelwe ngumshwibi we-freestyle waseCanada u-Elena GASKELL ku-akhawunti yakhe ye-TikTok. Kule vidiyo, u-Elena kanye nabalingani bakhe badansa behambisana nomculo begqoke iyunifomu ye-Lululemon.

Abantu abaningana bagijima begqoke izingubo ezisebenzayo ze-High-Intensity Activity Series

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Ekugcineni, ngifuna ukusho

Noma yiluphi uhlobo lomkhiqizo olwaziwa kakhulu ngumphakathi alunakuhlukaniswa nokuqonda okujulile ngabathengi kanye namasu okumaketha amasha.

Eminyakeni yamuva nje, imikhiqizo yezingubo ze-yoga iye yasebenzisa kakhulu izinkundla zokuxhumana ukuze imakethe, futhi lo mkhuba uvele ngokushesha emhlabeni jikelele. Ukumaketha ngezinkundla zokuxhumana kusiza ukwandisa ukuqwashisa ngomkhiqizo, ukuheha izithameli eziqondiwe, ukwandisa ukuthengisa, nokwakha isisekelo samakhasimende athembekile. Kule makethe yomhlaba wonke encintisanayo,Ukumaketha kwezokuxhumana kunikeza amathuba ayingqayizivele futhi kuletha izinzuzo eziningi emabhizinisini.

Ngokuthuthuka kwezokuxhumana nabantu kanye noshintsho ekuziphatheni kwabasebenzisi, abathengisi bezingubo ze-yoga kanye nezinkampani kudingeka baqhubeke nokufunda nokuzivumelanisa nezimo, futhi bahlale besungula futhi bethuthukisa amasu okumaketha. Ngesikhathi esifanayo, kufanele futhi basebenzise ngokugcwele izinzuzo namathuba ezinkundla zokuxhumana nabantu ezifana ne-TikTok, i-Facebook, ne-Instagram, futhi bakhe isithombe somkhiqizo esiqinile, bandise isabelo semakethe, futhi bakhe ukuxhumana okuseduze nabasebenzisi bomhlaba wonke ngokuhlela ngokucophelela kanye nokusebenzisa amasu okumaketha ezinkundleni zokuxhumana.