I-Lululemon ayinikezeliiimpahla ze yoga ezitshiphu, endaweni yoko ixabiso liphezulu. Yintoni umlingo?

 

I-Lululemon, ethathwa njenge "Nike elandelayo", iphinda ibe lelona qela lezemidlalo liqhuba kakuhle kulo nyaka.

 

Yaloi-gym leggings kunye neseti ye-bra, kunye ne-leggings yokuzivocavocaziye zabetha kwimarike. Ikwabonelelaiimpahla zokuzilolonga ezizinzileyo.

 

Ngokutsho kweFashion Business News, kwiinyanga ezintathu zaphela ngoNovemba 3, ukuthengiswa kwe-lululemon kunyuke i-22.5% ngonyaka ukuya kwi-US $ 916 yezigidi, ngaphezulu kokulindela kwabahlalutyi. Irekhode izikhundla eziphindwe kabini kwiikota ezili-10 ezilandelelanayo. Inani elipheleleyo lomyinge wengeniso ibiyi-55.1%. Inzuzo yokusebenza inyuke nge-29% ukuya kwi-176 yezigidi zeedola zaseMelika. Kwiinyanga ezilithoba zokuqala zalo nyaka, ukuthengiswa kwe-lululemon kwenyuka i-21.7% ukuya kwi-2.581 yeebhiliyoni zeedola.

 

I-Lululemon inomvelisi wempahla yokufaneleka eVietnam kunye neNtengo yokuNikezela ngokuPhephayo.

 

Ngexesha lokunika ingxelo, ukuthengiswa kweiimpahla zemidlalo zamadoda, I-e-commerce kunye neemarike zamazwe ngamazwe ziye zaba yeyona nto iphambili yokukhula kwentsebenzo yelululemon. Phakathi kwabo, ukuthengiswa kweengubo zamadoda kwikota yesithathu kukhuphuke nge-38%, kunye nokuthengiswa kwabasetyhini abaphambili I-yoga isebenza ngeempahla ishishini linyuke nge-20%. Ingeniso evela kwiimarike zamazwe ngamazwe inyuke nge-35%, kwaye intengiso ye-brand kwimarike yasekhaya yaseMntla Melika inyuke nge-21%.

 

Ngokubanzi, i-lululemon isakhula. I-CEO uCalvin McDonald uthe kwingxelo yezemali ukuba ukukhula okuqhubekayo kokusebenza kubangelwa ikakhulu ngenxa yoqhagamshelwano oluzinzileyo noluthembekileyo olwakhiwe phakathi kwe-brand kunye nabathengi emhlabeni wonke. Isicwangciso sophuhliso awasicebisayo emva kokuthatha isikhundla siqala ukusebenza.

 

UCalvin McDonald wonyulwa njenge-CEO yelululemon ngoJulayi wonyaka ophelileyo. Emva kokuthatha isikhundla, wanyusela i-Sun Choe kwigosa eliyintloko lemveliso, eqala amathuba amatsha e-brand. I-Sun Choe isebenzele iimveliso zefashoni ezininzi ezinje ngoMarc Jacobs, i-Urban Outfitters kunye ne-Madewell enamava atyebileyo afanelekileyo kunye nemvakalelo ebukhali yefashoni. Uyazi ukuba kwi-2017, i-lululemon yalinganiswa njengenye yezinto ezincinci ezipholileyo kunye nezincinci ezaziwa kakhulu yiGeneration Z e-United States.

 

Ngo-Epreli ka-2019, uLululemon wabamba intlanganiso yakhe yokuqala yabanini-zabelo kwaye wabhengeza isicwangciso esitsha sobuchule. Ithathe isigqibo sokwandisa kukhathalelo lomntu kunye neendawo zokunxiba zamadoda ukufezekisa ukukhula okukhulu kophawu. Iceba ukuphinda kabini ingeniso epheleleyo kwiimarike zamazwe ngamazwe.