Njengoko umkhwa 'wokusetyenziswa kakubi ongundoqo' uthatha kumajelo eendaba ezentlalo, iSitayile nje siphonononga ukuba sithetha ukuthini kunye nendlela ukukhula komva ngokuchasene nokutyiwa okugqithisileyo kunye nokuthenga okugqithisileyo kunokutshintsha indlela abathengi abathenga ngayo ifashoni.
Phakathi kweeNtengiso ze-Instagram, iiNtengiso zikaFacebook kunye neVenkile yeTik Tok, umthamo wezinto ezifumanekayo ukuze uthenge ngemithombo yeendaba zentlalo unokuba mkhulu. Kwaye oko akubandakanyi zonke iimveliso ezidweliswe ngabaphembeleli beendaba zentlalo kwizithuba zabo zemihla ngemihla.
Ukulandela ukuthanda kakhulu kunyaka ophelileyo 'nge-de-influencing' ebone abasebenzisi bemithombo yeendaba zentlalo betyhafisa abalandeli babo ekuthengeni izinto abangazidingiyo, undoqo wokungadli kakuhle ubhiyozela ukusetyenziswa kwezinto abathengi abasele benazo.
Yintoni undoqo wokusetyenziswa kakubi?
Abasebenzisi be #underconsumptioncore hashtag banokubonisa ijean elungisiweyo, iimpahla zamashumi eminyaka ubudala okanye izihlangu ezigugileyo kwaphela emva kweminyaka yokusetyenziswa.
Kubalulekile ukuba uqaphele ukuba abaninzi abasebenzisi beendaba zoluntu baye baqaphela ukuba le mikhwa ayikho into entsha kwabo bahlala kuhlahlo lwabiwo-mali. Ingxaki yamva nje yeendleko zokuphila kunye nokunyuka kwamaxabiso kunye nokunyuka kwamaxabiso zombini ngokuqinisekileyo zongeze indlela yokwenza kunye nokulungisa.
Ngubani ozimanya nalo mkhwa?
Ngaphandle kokuthandwa kokungasetyenziswa kakubi kunye neendlela ezinxulumene noko, kunzima ukungayihoyi impumelelo yabathengisi befashoni abakhawulezayo njengabadlali be-intanethi uShein noTemu kwiminyaka yakutshanje. Ke ngubani ongenela lo mkhwa?
Umhlalutyi weevenkile zeGlobalData uNeil Saunders uxelela uJust Style: “Ndicinga ukuba abathengi abaninzi bayawuthanda umbono wokuthenga okuncinci nokuthenga ngcono, kodwa uninzi lusatsalwa ngumtsalane wefashoni neefashoni ezintsha. Yiyo loo nto amaqonga efashoni akhawulezayo afana noShein asakhula. ”
Ingxelo yamva nje evela kwiqonga elisetyenzisiweyo i-Thredup kubudlelwane buka-Gen Z kunye nefashoni yafumanisa ukuba umntu omnye kwabathathu waziva “elikhoboka lefashoni ekhawulezayo” ngaphandle kwama-65% exela umnqweno wokuthenga ngokuzinzileyo.
Olu longezo lubonakala ludityaniswa ngokwendalo kwimidiya yoluntu.
Ingxelo iphinde yaqaphela i-40% yabafundi beekholeji bathi bakhangela iindawo zefashoni ezikhawulezayo okanye ii -apps kanye ngosuku okanye ngaphezulu. Omnye kubafundi ababini uthe babukela ifashoni ekhawulezayo kumajelo eendaba ezentlalo ngeveki okanye rhoqo.
Izibalo zikwacebisa ukuba ngaphandle kodumo luka-Gen Z lokuba ngabathengi abaziyo, umtsalane wefashoni ekhawulezayo usengumkhwa onzima ukuwuqhawula.
Oku kuya kubachaphazela njani iimpawu zefashoni kunye nabathengisi?
Saunders uthi: “Ukusebenzisa kakubi usetyenziso olusisiseko ngokuqinisekileyo kuye kwafumaneka kumajelo osasazo oluntu, kodwa omnye wemibuzo ebalulekileyo kukuba ingakanani intsebenzo nenxalenye xa ithelekiswa nabathengi abadala utshintsho lokwenyani nolwendeleyo kwimikhwa yabo yokuthenga.”
Nangona kunjalo, kucacile ukuba ukukhula kogxininiso kwimpahla esetyenzisiweyo kunye 'neekhapsule wardrobes' ezikhuthaza abathengi ukuba bathenge izinto ezimbalwa ezihlala ixesha elide kwaye zisebenze kwiimpahla ezininzi, kubaluleke kakhulu kwiimpawu zefashoni.
Umzekelo, umthengisi wexabiso laseBritani uPrimark usanda kuqalisa ivenkile yokutshintsha isilingo ngokubambisana nenkampani esetyhula iVerte.
Umlawuli wePrimark Cares uLynne Walker uthe ngexesha lokuphehlelelwa: “Sikholelwa ngokwenene ekuncedeni abantu ukuba bathande iimpahla zabo ixesha elide kwaye intsebenziswano yethu yamva nje kunye neVerte isivumela ukuba senze kanye loo nto. Sinethemba lokuba ii-pop-ups zethu ziya kukhuthaza abantu abaninzi ukuba bathathe inxaxheba kuqoqosho lwefashoni olukhulayo. "
Kwangoko kulo nyaka, umthengisi wezihlangu zaseBritane uSchuh usebenzisane neVintage Threads, umthengisi weempahla zakudala ocuthiweyo kunye nempahla ehlaziyiweyo, ukuze aqalise ingqokelela yamaqhekeza enziwe ngezandla angama-57 enziwe kwizihlangu ezithandwayo ngexesha loMhla woMhlaba.
Ngo-Matshi 2024, Ingxelo yokuthengisa kwakhona, ebhalelwe ivenkile ye-intanethi ye-intanethi ye-Thredup yinkampani yophando lwedatha I-GlobalData ibonise icandelo le-secondhand likhule ngokukhawuleza ngokukhawuleza kwe-15 kunecandelo lempahla yokuthengisa ebanzi ngo-2023.
I-Saunders yongeza ukuba nangona kungenakwenzeka ukuba kubekho impembelelo enkulu ekuthengisweni kwefashoni ngokubanzi, iimpawu kunye nabathengisi kufuneka banikele ingqalelo kulo mkhwa okhulayo.
Uyacacisa: “Ekugqibeleni, ndicinga ukuba oku kuthetha ukuba akusayi kuba nempembelelo kakhulu kwifashoni ngokumalunga nentengiso iyonke. Oko kuthethiweyo, iibhrendi ziya kuba bubulumko ukuthatha umkhondo kwindlela kwaye zigxininise izinto ezinjengokuqina, umgangatho kunye nobomi obude beemveliso zabo.
"Oku kondla umnqweno wexabiso lemali, elimalunga nomgangatho njengoko limalunga nexabiso."
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. I-Chovm.com ikhupha ngokucacileyo naliphi na ityala lokwaphulwa kwelungelo lokushicilela umxholo.
