Njengoko ikhonkco lokubonelela ngefashoni kwihlabathi liphela liqhubeka nokuziva ubunzima bemeko yezopolitiko, iibrendi zicinga kwakhona ukuba zisebenza njani ngeemodeli zokukhangela ezisebenzayo kunye nobudlelwane obuphindiweyo bababoneleli kwiindawo eziphambili ezizinzileyo ezingqina ukuba zibalulekile.
Iimveliso zefashoni ezamkela ezona ndlela zibalaseleyo ze-ESG zecandelo zikwindawo efanelekileyo yokwenza iintshukumo ezibukhali kwaye ziguqule isiseko sazo sababoneleli sibe lulutho olukhuphisanayo.
Ngeli xesha lokuguquguquka kweempawu zefashoni yehlabathi ngokuqondakalayo zifuna ukusebenza kakuhle, ukomelela kunye nokuzinza, kodwa ababoneleli abalungileyo bahlala beyimfihlo ekuphumezeni zontathu ezi njongo.
Ngokukodwa, abadlali bekhonkco lokubonelela ababonelela ngeemveliso ezizinzileyo ngaphandle kokubeka esichengeni ukusebenza, umgangatho, okanye ixabiso okwangoku banenzuzo yokuqala, nangona kunjalo izenzo ezinjalo zinokuba semgangathweni kwixesha elizayo.
Uvavanyo lwakutsha nje lwamagosa ayintloko okuthengwa kwempahla (ii-CPO) yifem yophando iMcKinsey iqaqambise iibrendi zefashoni zifuna ukusebenzelana ngokusondeleyo nababoneleli bazo ukomeleza ukungafihli kunye nokomelela.
Kodwa iibrendi kufuneka zifune ikhonkco lokubonelela eliguquguqukayo, elikhawulezayo, elizinzileyo, eliqhutywa bubuchwephesha, kunye ne-centric yabathengi.
Ukufezekisa ukusebenza kakuhle ngexesha lokuguquguquka kwemfuno
Uninzi lweempawu zefashoni ngoku zibeka phambili ukusebenza kwenkqubo yokuphela ukuya-ekugqibeleni kunye novavanyo lukaMcKinsey oludwelisa njengoqwalaselo oluphezulu lovavanyo malunga nesiqingatha sabo bonke abaphenduliweyo, ukusuka kwindawo yesine ephambili ngo-2019.
Phantse ikota ezintathu (70%) zabathe baphendula banethemba lokuphucula iindleko zokufumana izinto kwixesha elizayo, nto leyo ekhokelele kuphononongo ngokutsha lwendlela yokuphucula ukusebenza kakuhle kuzo zonke iinkalo zokukhangela. Oku kubandakanya ukuthotywa kweendleko zemveliso, ukunciphisa iindleko zokufumana, kunye nokukhawuleziswa kweenkqubo zokuya kwintengiso. Ezi zinto kuthiwa zibalulekile ekwandiseni ukukhuphisana kunye nokuvelisa ukukhula okungapheliyo kwimarike yanamhlanje.
Ngo-2021 nasekuqaleni kuka-2022 ishishini lefashoni liye lajongana nokunyuka kweendleko ezivela kumaxabiso anyukayo othutho, amaxabiso ezinto ezithengiswayo aguqukayo, kunye nemiqobo engazange ibonwe ngaphambili.
Ukujongana nale mingeni, eminye imibutho iphumeze amalinge acwangcisiweyo adibanisa idatha kunye ne-AI, iindlela zokufumana ukhuphiswano ngakumbi, kunye nezicwangciso zothethathethwano eziphuculweyo kunye nokwenziwa. Ezi zakhono zinciphise iindleko kakhulu, zilungelelanise imisebenzi, kwaye zomeleza ubudlelwane nababoneleli abaphambili.
Ukulungelelanisa unyawo lomthengisi wefashoni kwiindawo ezintsha
Iibrendi namhlanje zifuna ukwahluka ukomeleza ukomelela kobonelelo kunye nokunqanda ukuthembela kakhulu kwindawo enye. Iimveliso zikwalandela ukusondela ukuze kuphuculwe isantya, iindleko, kunye nokubalula. Ngokubeka imveliso kufutshane neemarike zabathengi, banokucutha amaxesha okukhokela kunye neendleko zokuthumela ngenqanawa kunye nokungenisa elizweni ngelixa besabela ngokukhawuleza kwiintsingiselo kunye nokuncipha kwempahla.
Njengoko iibrendi ziqhubeka nokuhlaziya unyawo lwazo, i-Bangladesh, i-Indiya, ne-Vietnam kulindeleke ukuba ibe yindawo ephambili kwimisebenzi yexesha elizayo kunye ne-40% yabaphenduli bophando abaceba ukwandisa i-sourcing kwezi marike.
Nangona kunjalo, uMcKinsey wabalaselisa ukuba ukusasazwa kwakhona kwemveliso kuye kwacotha kunokuba bekulindelwe ngenxa yemiqobo yomthamo. Ngenxa yoko i-China ihleli ingomnye wabavelisi bempahla behlabathi abakhulu abathatha ngaphezu kwekota yesabelo sehlabathi (28%) ngo-2023.
I-Nearshoring iye yahlala iphambili kubaphathi ukususela ngo-2016, nangona kunjalo isabelo sokungeniswa kweYurophu kunye ne-US evela kumazwe akufutshane afana ne-Central America kunye neMexico iye yahlala iphantsi ukususela ngo-2018 ngenxa yemingeni eqhubekayo.
UMcKinsey ulindele ukuba le mingeni iza kuqwalaselwa kwiminyaka ezayo. Ngokomzekelo, abathengisi basekuhlaleni kunye neenkampani zaseAsia ezifumaneka kuMbindi Merika naseMexico baye batyala imali ekuphuculeni imveliso yabo nokwakha isakhono sasekuhlaleni sokwenza imisonto namalaphu.
Okwangoku, icebisa iinkampani zefashoni ukuba zivavanye ngokucophelela ukusondela, okungekho ngaphandle kwemingeni yayo, njengesidingo sokwakha amakhonkco okubonelela ngokudibeneyo.
Ukuhlanganisa isiseko somthengisi wefashoni
Ukudityaniswa kwesiseko somboneleli yinxalenye yendalo yokutshintsha kweebrendi ekuphuculeni imfuno nesicwangciso semveliso, ukomelela nokusebenza kakuhle.
Uphando lukaMcKinsey lubonisa phantse isiqingatha seempawu (43%) zenza ubudlelwane obunzulu nababoneleli abanjengokuzibophelela kwexesha elide, izicwangciso zobuchule ekwabelwana ngazo zeminyaka emithathu ukuya kwemihlanu, kunye nentsebenziswano yentsebenziswano. Oku kunyuka ukusuka kwi-26% ngo-2019 kunye noMcKinsey eqikelela ukuba kuya kuba ngaphezu kwesiqingatha (51%) ekupheleni kuka-2028. Oku kungenxa yokuba iikota ezintathu zabaphenduli sele zicebise ukuba babeke phambili ababoneleli ngokusekelwe ekuthembekeni nasekusebenzeni.
Uvavanyo lukwaqaqambise ukuba intsebenziswano esebenzayo yababoneleli ifuna iibrendi zenze ubudlelwane obusebenzayo kunye nababoneleli kwaye omabini amaqela kufuneka atshintshe iingqondo zawo ekudaleni ixabiso elizinzileyo.
Uzinzo lwamabhongo ngokuchasene noxinzelelo
Ngaphezu kwama-80% abaphenduli bophando bathi iziqinisekiso zokusingqongileyo, intlalo, kunye nolawulo; ukungafihli kunye nokulandeleka; kunye nokusetyenziswa kwemathiriyeli okuzinzileyo kube yimfuneko ekukhetheni ababoneleli.
Iibrendi ziqinisekisa ukuba ababoneleli babambelela kwimigangatho yozinzo ikakhulu ngokusebenzisa amakhadi amanqaku (ama-92% abaphenduli) kunye nophicotho lomntu wesithathu (78%). Isiphumo lishishini elinemfuno ekhulayo yokucaca kwedatha ngokuzinzileyo.
Iimveliso nazo ziphakamisa izinto ekujoliswe kuzo ezizinzileyo kunye ne-86% yabaphenduli bachaza ukuba baya kusebenzisa i-polyester ehlaziyiweyo kwiminyaka emihlanu ezayo, ukunyuka kwepesenti ye-1 yepesenti ukususela ngo-2019.
UMcKinsey ubonisa ukuba uninzi (70%) lwezinto ezikhutshwayo ziveliswa yimveliso yamanqanaba amabini okanye ngaphezulu kuthetha ukuba iibrendi ezifuna ukulandelela izinto ezikhutshwayo zixhomekeke kumyinge woshishino ukubonelela ngoqikelelo.
Nangona kunjalo uphando lwayo lufumene i-20% yomahluko kwizinto ezikhutshwayo ezibalwe kusetyenziswa idatha yeprayimari kunye neyesibini kwiimvavanyo zomjikelo wobomi.
Ukongeza, uMcKinsey uqaphela ukuba abavelisi kunye nababoneleli nabo bamkela ezi ndlela zokulandela umkhondo ukuze bahlale bekhuphisana.
UMcKinsey ucebisa ukuba iibrendi kufuneka zisebenzisane nababoneleli ukuze kuphunyezwe izixhobo zetekhnoloji zokubamba ngokufanelekileyo idatha yokukhutshwa kunye nokuthotyelwa okugudileyo, kuba ababoneleli banezibonelelo ezinyiniweyo ezifumanekayo ngenxa yempembelelo ye-bullwhip eqhubekayo.
Ukusebenza nababoneleli kwizisombululo zedijithali, izakhono kunye nolwazi
UMcKinsey ukholelwa ukuba imibutho efumana uncedo kufuneka yakhe kwiinzame zenguqu yedijithali eyaqala ngexesha lo bhubhani ukwenza inguqu eyongezelelweyo kwimisebenzi yabo.
Iimveliso ziye zakhawulezisa ukudityaniswa kwezinto ezintsha zedijithali kwiindawo ezifana noyilo lwemveliso kunye nokuhanjiswa kweendleko ezifanelekileyo kunye ne-80% yemibutho esebenzisa imodeli ye-3D kunye nesampuli yedijithali.
Ngezixhobo zedijithali kunye nokuhlalutya, abadlali kulo lonke ikhonkco lexabiso abanako nje ukuphucula ukusebenza kwabo (umzekelo, kuphuhliso lwemveliso ngokuchaza izisombululo zeendleko ezigcina umgangatho) kodwa basebenzise ukucaca kwedatha ukuxhasa ukwenza izigqibo ezisekelwe kwinyani.
Ukuvula amandla apheleleyo etekhnoloji yedijithali, uMcKinsey uthi imibutho kufuneka ibeke phambili inkqubo yohlengahlengiso, ukuphuculwa komgangatho wedatha, kunye nokudityaniswa kweenkqubo ukwenza imisebenzi esebenzayo.
Iimveliso zinokusebenzisana nababoneleli ukuze baphucule izakhono zabo kunye nolwazi ukuze bahlangabezane neemfuno eziguqukayo kwaye baqhubele phambili ukusebenza okuphuculweyo kunye nokhuphiswano.
Inkxaso-mali edibeneyo kunye nocwangciso loshishino kunye nababoneleli
Inkxaso-mali edityanelweyo kunye nocwangciso loshishino lubonisa inqanaba elinzulu lolungelelwaniso phakathi kweebrendi kunye nababoneleli. Utyalo-mali ekwabelwana ngalo kwiiprojekthi nakwiziseko zophuhliso lunokusasaza umthwalo wemali kwaye lube neziphumo eziyinzuzo macala. Ngeli xesha, inkqubo yocwangciso lwentsebenziswano ukulungelelanisa kwiinjongo zoshishino zexesha elifutshane kunye nexesha elide, iithagethi ezifanayo, kunye nezicwangciso zingenza eli lungiselelo libe sesikweni. Iibrendi kunye nababoneleli banokusebenzisana nabo ukusungula iinkqubo ezinkulu zokugqwesa kwimveliso.
Uphando lukaMcKinsey lubonisa ukuba kusekho inqanaba eliphezulu lokuzithemba ukuba iimpahla zempahla kunye neebrendi zezihlangu kunye nababoneleli bazo banokulandela indlela eyakhiwe ekusebenzeni kakuhle, ukusebenzisana kunye nokungafihli. Kodwa, igcina ukuba izisombululo zedijithali kunye nedatha ziya kuba zizixhobo ezibalulekileyo.
Ngo-2023, uMcKinsey's Imeko yeFashoni Ingxelo iphakamise ukuba amaxabiso aphantsi kakhulu ngabadlali abafana noShein kunye noTemu abaphumelele abathengi kwaye baqikelele ukuba abathengisi ababini baya kuqhubeka nokwandisa isabelo sabo semarike kwi-2024.
Umthombo ovela Isimbo nje
Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa yi-just-style.com ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
