I-Lululemon ithenge uhlobo lwemishini yokuzivocavoca ekhaya i-'Mirror' ngo-2020 ukuze isebenzise "imodeli yokuzivocavoca ehlanganisiwe" kumakhasimende ayo. Eminyakeni emithathu kamuva, lo mkhiqizo wezemidlalo manje uhlola ukuthengisa i-Mirror ngoba ukuthengiswa kwehadiwe kwaphuthelwa yizilinganiso zokuthengisa. Le nkampani iphinde ibheke ukuqalisa kabusha umnikelo wayo wedijithali nohlelo lokusebenza i-Lululemon Studio (eyasungulwa ngo-2020) esikhundleni sendawo yayo yangaphambili yokubeka ihadiwe ngezinsizakalo ezisekelwe kuhlelo lokusebenza lwedijithali.
Kodwa hlobo luni lwemishini yokuzivocavoca amakhasimende enkampani athanda ukuyithenga?
Ngokusho kwe-YouGov Profiles - ehlanganisa izibalo zabantu, ezengqondo, ezesimo sengqondo kanye nezokuziphatha kwabathengi - ama-57% amakhasimende amanje ase-Lululemon ase-US noma amaMelika angacabanga ukuthenga kulo mkhiqizo awakaze athenge noma yimiphi imishini yokuzivocavoca ezinyangeni eziyi-12 ezedlule. Phakathi kwalabo abaye bathenga, ama-21% akhethe imishini yokulinganisa isisindo yamahhala. Uma kuqhathaniswa, ama-11% abantu base-US bathenge lolu hlobo lwemishini yokuzivocavoca ezinyangeni eziyi-12 ezedlule ukuze bazivocavoce futhi bazivocavoce ejimini noma ekhaya.
Ngaphezu kwalokho, u-17% wezithameli zikaLululemon kanye no-10% wabantu baseMelika bathenga imishini yenhliziyo noma imishini efana namabhayisikili okuphotha.
Siphinde sihlole idatha ye-YouGov ukuze sibone ukuthi yiziphi izici abazicabangelayo lapho bethenga imishini yokuzivocavoca ezosetshenziswa ejimini noma ekhaya. Imininingwane yamaphrofayili ikhombisa ukuthi izidingo zokufaneleka kanye nokulula kokusebenzisa imishini yokuzivocavoca yizinto eziphambili leli qembu elizicabangelayo lapho lithenga imishini yokuzivocavoca (22% kanye no-20% ngokulandelana).
Kubantu baseMelika abavamile, ukulula kokusebenzisa imishini yokuzivocavoca kanye nentengo yizinto ezibaluleke kakhulu lapho uthenga imishini yokuzivocavoca (10% ngayinye).
Ngaphezu kwalokho, ama-57% ezithameli zaseLululemon kanye nama-41% abantu abavamile abakaze bathenge imishini yokuzivocavoca ezinyangeni eziyi-12 ezedlule.
Uma kukhulunywa ngohlobo lobulungu bejimu izithameli zeLululemon ezinalo njengamanje, ama-40% azivocavoca zodwa. Abanye abangama-32% banobulungu bejimu kanti abangama-15% babo banobulungu obukhokhelwayo obuku-inthanethi noma ekhaya behlelo lokuzivocavoca noma amakilasi okuzivocavoca. Cishe ama-13% alaba bantu anobulungu be-studio ekhethekile noma ikilasi elithile njenge-kickboxing kanye ne-spinning.
Idatha yamaphrofayili ikhombisa ukuthi ama-88% amakhasimende amanje eLululemon noma labo abangacabanga ukuthenga kulolo hlobo bayavumelana nesitatimende sokuthi “bafisa umqondo wokuba nempilo enhle.” Amakhasimende alo hlobo, ama-80%, ayavumelana nesitatimende sokuthi “kubalulekile ukuthi (bona) basebenze ngokomzimba ngesikhathi sabo sokuphumula” kanti ama-78% abo ayavuma ukuthi babefisa sengathi “babezivocavoca kakhudlwana.”
Ngaphezu kwezingubo zemidlalo, iLululemon iphinde inikeze izesekeli ezifana neziqaphi zokushaya kwenhliziyo ngokusebenzisa uhlobo lwayo olungaphansi, iLululemon Studio. Ngokusho kweProfiles, amaphesenti angama-76 ezilaleli zeLululemon ayavumelana nesitatimende sokuthi “amadivayisi agqokwayo angakhuthaza abantu ukuba babe nempilo engcono.” Kodwa amaphesenti angama-60 aleli qembu nawo ayavumelana nesitatimende sokuthi “ubuchwepheshe obugqokwayo bubiza kakhulu.”
Isikhathi sokuthunyelwe: Agasti-02-2023
