Indlela yokusebenzisana nabaphembeleli befashoni inokunyusa intengiso

Abathengi befashoni baya beguqukela kumaqonga eendaba ezentlalo anje nge-Instagram kunye ne-Facebook ukuze bakhuthaze, badlule kukhangelo lukaGoogle, ngokwengxelo yeRetailX Global Fashion 2023. Ngaphezu kwesiqingatha sabathengi befashoni behlabathi ngoku basebenzisa i-Instagram (52.4%) kunye noFacebook (51.6%). Isibheno esibonakalayo semithombo yeendaba ezentlalo kunye nenkcubeko yempembelelo iye yaqinisa indawo yayo njengejelo eliphambili lokufunyanwa kwefashoni. 

Urhwebo lwezentlalo kuqikelelwa ukuba luya kukhula ngokukhawuleza, kwaye impembelelo yalo kwishishini lefashoni ayinakuphikiswa. Unale nto engqondweni, kubalulekile ukuba amashishini efashoni angagcini ngokuthumela kumajelo eendaba ezentlalo kodwa athathe ithuba lempembelelo ebalulekileyo yabaphembeleli befashoni. 

Andiqinisekanga ukuba usebenzisana nefashoni abachaphazelayo ilungile kwibhrendi yakho? Funda ngakumbi ukuze ufunde ngakumbi malunga nendlela abaphembeleli befashoni abanokunyusa ngayo intengiso kwishishini lakho, kunye neminye imizekelo yabaphembeleli onokufuna ukusebenzisana nabo. 

Isiqulatho
Yintoni impembelelo yefashoni?
Izibonelelo zentengiso yempembelelo kwishishini lefashoni
Ukukhetha abona baphembeleli befashoni
Abaphembeleli befashoni abaphezulu ngo-2024
Iingcamango zokugqibela

Yintoni impembelelo yefashoni?

Umntu ophembelela ifashoni ngumntu owakhe ukulandelwa okubalulekileyo kumaqonga eendaba ezentlalo anje nge-Instagram, YouTube, TikTok, okanye iibhlog ngokwabelana rhoqo ngomxholo onxulumene nefashoni, isitayile, ubuhle kunye nendlela yokuphila. Abaphembeleli befashoni bahlala benophawu lobuqu olomeleleyo kunye noluvo olwahlukileyo lwesitayile oluhambelana nabaphulaphuli babo. Babonisa ukhetho lwabo lwefashoni, banikezela ngeengcebiso zesitayile, ukuphonononga iimveliso, kwaye babelane ngemibono kwiindlela zamva nje kwishishini lefashoni.

Abaphembeleli befashoni beza ngokweemilo ezahlukeneyo kunye nobukhulu, ukusukela kwi-mega-influencers enezigidi zabalandeli ukuya kwi-micro-influencers enabaphulaphuli abancinci kodwa ababandakanyekayo kakhulu. Basenokwenza i-niches ekhethekileyo kwilizwe lefashoni, njengobunewunewu, iimpahla zesitrato, ezizinzileyo, ezinobukhulu obunye, okanye ifashoni ethobekileyo.

Impembelelo yabaphembeleli befashoni idlulela ngaphaya kokubonisa iimpahla kunye nezixhobo; zikwadlala indima ebalulekileyo ekuqulunqeni ukuziphatha kwabathengi, ukuqhuba ulwazi lwegama, kunye nokuphembelela izigqibo zokuthenga. Iimveliso zefashoni zihlala zisebenzisana nabaphembeleli ukufikelela kubaphulaphuli ekujoliswe kubo, ukonyusa ukubonakala kohlobo, kunye nokwenza i-buzz malunga neemveliso ezintsha okanye ingqokelela.

Izibonelelo zentengiso yempembelelo kwishishini lefashoni

Intengiso yempembelelo isebenza ngakumbi kwishishini lefashoni ngezizathu ezininzi:

Iingcebiso ezinyanisekileyo ziqhuba ukuthenga

Esona sizathu sibalulekileyo sokuba ukusebenzisana nabaphembeleli befashoni kunokonyusa intengiso kukubonwa kobunyani beengcebiso zabo. Abaphembeleli baye bakhe ukuthembana kubalandeli babo, ababajonga njengemithombo enokuthenjwa kunye neyinyani yenkuthazo. Xa abaphembeleli begunyazisa uphawu lwefashoni okanye imveliso, abalandeli babo banokuthenga ngokusekwe kweso sindululo.

Ukwandisa ukufikelela kubaphulaphuli ekujoliswe kubo

Abaphembeleli befashoni bahlala benabalandeli abaninzi kuwo onke amaqonga eendaba ezentlalo, bevumela iibrendi ukuba zandise ukufikelela kwazo kwaye zijolise kumanani abantu abathile. Nokuba ku-Instagram, kuYouTube, kuTikTok, okanye kwamanye amaqonga, abaphembeleli banokufikelela kubaphulaphuli ekunokuba nzima ukujolisa kuzo ngokusebenzisa amajelo entengiso emveli.

Ngokomzekelo, i-brand yefashoni ye-luxury UGucci ubambisene neTikTok impembelelo eAddison Rae ukukhuthaza iimveliso zayo kubaphulaphuli abancinci. Intsebenziswano ibangele izigidi zeembono kunye nokwandisa ulwazi lophawu phakathi kwabathengi beGen Z.

Iimpembelelo zikwabandakanya nabalandeli babo rhoqo ngamagqabaza, izinto abazithandayo, kunye nemiyalezo ethe ngqo. Eli nqanaba liphezulu lokuzibandakanya lidala imvakalelo yoluntu kunye nokuthembana phakathi kwabalandeli, kubenza bamkele ngakumbi iingcebiso zemveliso ezivela kubaphembeleli babo abathandayo.

Ukwenza umxholo wokuzibandakanya

Ifashoni ibonakala ngokwendalo, kwaye amaqonga eendaba ezentlalo abonwa kakhulu. Abaphembeleli benza umxholo onomtsalane obonisa iimveliso zefashoni, ezinokuthi zibambe umdla wabalandeli babo kwaye zibonise ngokufanelekileyo iminikelo yophawu.

Ngokukodwa, iimpembelelo zigqwesa ekudaleni okubonakalayo kunye nomxholo obandakanyekayo othimba ingqalelo yabalandeli babo. Ngokubonisa iimveliso zefashoni kwizithuba zabo, iividiyo, kunye namabali, abaphembeleli banokubonisa uphawu ngendlela ehambelana nabaphulaphuli babo kwaye ibakhuthaze ukuba bathathe inyathelo.

IFashoni uNova usebenzisana nabaphembeleli ukwenza umxholo oxhaswayo obonisa iimpahla zabo ezifashisayo kunye nezixhobo. Ngokusebenzisa iifoto kunye neevidiyo ezithandekayo, abaphembeleli abanjengoCardi B kunye noKylie Jenner baye banceda iFashion Nova ibe yenye yeemveliso zefashoni ezikhula ngokukhawuleza kwimidiya yoluntu.

Ukuhlala phambi kweendlela

Abaphembeleli befashoni bahlala bengababheki beshishini abanokuthi babone kwaye basasaze iintsingiselo ezivelayo. Ngokubambisana nabaphembeleli, iibrendi zefashoni zinokuhlala ngaphambi kwegophe kwaye zizibeke njengezinto ezintsha kunye nefashoni-phambili.

Umzekelo, i-Adidas ibambisene nabaphembeleli abanjengoPharrell Williams kunye Kylie Jenner ukuqalisa ingqokelela entsha ye-sneaker. Ezi ntsebenziswano zenze i-buzz malunga ne-brand kwaye yaqhuba ukuthengisa phakathi kwabathandi be-sneaker kunye nabathengi abaphambili kwifashoni.

Ukongeza, abaphembeleli befashoni bahlala bebonisa ubomi obunomtsalane kunye nomnqweno wokuphila, ohambelana neminqweno yabalandeli babo. Ngokunxulumanisa uphawu lwazo naba baphembeleli, iinkampani zefashoni zinokungena kwiinkalo ezinqwenelekayo zendlela yokuphila yabaphulaphuli bazo.

Iziphumo ezinokulinganiswa

Ngokungafaniyo neendlela zentengiso zemveli, intengiso ye-influencer ibonelela ngeziphumo ezinokulinganiswa ezivumela iibrendi ukuba zilandelele ukusebenza kwamaphulo abo. Ngokuhlalutya iimethrikhi ezifana namazinga okuzibandakanya, ukucofa-ngokusebenzisa amaxabiso, kunye namazinga okuguqulwa, iimpawu zefashoni zinokuvavanya i-ROI yobudlelwane obunefuthe kunye nokwandisa izicwangciso zabo ngokufanelekileyo. 

Ngokutsho kwesifundo ngoku I-Hub yokuthengisa ukuthengisa, amashishini afumana i-avareji ye-US $ 5.20 kwi-US $ 1 nganye echithwe kwintengiso ye-influencer. 

Lilonke, intengiso ye-influencer ibonelela ngeemveliso zefashoni ngendlela enamandla yokunxibelelana nabathengi, ukuqhuba ulwazi ngebrendi, kwaye ekugqibeleni yandise intengiso kwindawo eguqukayo yedijithali.

Ukukhetha abona baphembeleli befashoni

Xa ukhetha abaphembeleli oza kusebenzisana nabo, uphawu lwakho lwefashoni kufuneka luqwalasele izinto ezininzi zokuqinisekisa impumelelo yamaphulo akho okuthengisa:

1. ukufaneleka: Umxholo wempembelelo kufuneka ulungelelanise abaphulaphuli bakho, ubuhle, kunye nexabiso. Jonga abaphembeleli abanabalandeli bahambelana neeprofayili zabantu kunye neengqondo zabathengi bakho abafanelekileyo. Ukongeza, qinisekisa ukuba i-brand ye-influencer ihambelana nomfanekiso wefashoni yakho, ixabiso kunye nomyalezo. Jonga abaphembeleli abanesitayile kunye nobuntu obuhambelana nesazisi sophawu lwakho kunye ne-ethos.
2. uthethathethwano: Vavanya iimetriki zothethathethwano zabaphembeleli, ezifana nezinto ezithandwayo, izimvo, izabelo, kunye nogcino. Amazinga aphezulu okuzibandakanya abonisa ukuba abaphulaphuli bempembelelo basebenzisana ngokusebenzayo nomxholo wabo, nto leyo enokukhokelela kwiziphumo zephulo ezingcono. (Ingcebiso: Uthethathethwano lubaluleke ngaphezu kwenani labalandeli.)
3. sobunyani: Khetha abaphembeleli abadibanisa ngokwenyani umxholo oxhasiweyo kwisondlo sabo. Baphephe abaphembeleli abanembali yokukhuthaza iimveliso ezingabalulekanga okanye ezikumgangatho ophantsi, njengoko oku kunokonakalisa ukuthembeka kwabo bobabini abaphembeleli kunye nophawu.
4. Umgangatho womxholo: Vavanya umgangatho womxholo wempembelelo, kubandakanywa ukufota, ividiyo, kunye nesimbo sokubhala. Jonga abaphembeleli abenza umxholo onomtsalane kunye nonyanzelayo ohambelana nabaphulaphuli babo.
5. Irekhodi lokuqhubekayo: Phanda ngentsebenziswano yangaphambili kunye namaphulo okuvavanya impumelelo yabo. Jonga abaphembeleli abanobuchule obuqinisekisiweyo bokuqhuba iziphumo, njengokunyuka kolwazi lophawu, ukugcwala kwewebhusayithi, kunye nokuthengisa.
6. Uhlahlo lwabiwo-mali: Xa ukhetha amaqabane, qwalasela imiqobo yakho yohlahlo lwabiwo-mali kunye nobume bamaxabiso abaphembeleli. Ngelixa abanye abaphembeleli banokubiza iintlawulo eziphezulu kumxholo oxhasiweyo, abanye banokuvulelwa uthethathethwano okanye babonelele ngamaxabiso afikelelekayo.

Ngokuqwalasela ngononophelo ezi zinto, iibrendi zefashoni zinokuchonga abona baphembeleli babalaseleyo bokusebenzisana kunye nokudala amaphulo okuthengisa anempembelelo ahambelana nabaphulaphuli ekujoliswe kubo.

Abaphembeleli befashoni abaphezulu ngo-2024

Ngomxholo wabo obandakanyekayo, isitayile esikhethekileyo, kunye nokulandelayo okukhulu, aba baphembeleli baye baba ngamaqabane afunwayo kwiimpawu ezijonge ukwandisa ukufikelela kwabo kunye nokunxibelelana nabaphulaphuli abajolise kubo. 

Nalu uluhlu olucwangcisiweyo lwabaphembeleli befashoni abaphambili ngo-2024:

1. Chiara Ferragni: Ngabalandeli be-Instagram abangaphezu kwezigidi ezingama-29, Chiara Ferragni ungumphembeleli wefashoni wase-Italiya kunye nemodeli eyaziwayo ngomxholo wakhe wefashoni, okumgangatho ophezulu.
2. Avani: Ukunyuka kudumo ngeTikTok, UAvani Gregg Uqokelele abalandeli abangaphezu kwezigidi ezili-17 kwi-Instagram, emenza ukuba abe ngumntu obalaseleyo wefashoni kunye nendlela yokuphila.
3. Emma Chamberlain: Uyaziwa ngomxholo wakhe ocacileyo kunye nohambelanayo, Emma Chamberlain ufumene ukuthandwa ngokubanzi kumaqonga eendaba ezentlalo ngefashoni yakhe, ubuhle, kunye nomxholo wendlela yokuphila.
4. Ubulumko Kaye: Ubhiyozelwe ngefashoni yakhe ekhethekileyo kunye nesitayile sakhe, Ubulumko Kaye iqokelele abalandeli abangaphezu kwezigidi ezi-3.6 ku-Instagram kwaye yaziwa ngokwaphula izithethe zefashoni.
5. UMariano Di Vaio: Umshicileli wefashoni wase-Italiya kunye nosomashishini, UMariano Di Vaio ukwabelana ngesitayela sakhe esiphezulu kunye namava okuhamba kunye nabalandeli bakhe abakhulu kwi-Instagram.
6. Cindy Kimberly: Ngokulandela okuninzi kwi-Instagram, Cindy Kimberly ufumene ukuqondwa kumxholo wakhe woyilo kunye nomsebenzi wokumodela ngefashoni ezahlukeneyo kunye neempawu zobuhle.
7. Miranda Kerr: I-supermodel eyaziwayo kumazwe ngamazwe Miranda Kerr igcina ubukho obuqinileyo bemithombo yeendaba zentlalo kunye nabalandeli abangaphezu kwezigidi ezili-14 kwi-Instagram, ibambisene neempawu njengempembelelo yefashoni.
8. UGala Gonzalez: Umcebisi wefashoni waseSpain, UGala Gonzalez wasungula ileyibhile yakhe,”Amlul,” kwaye wafumana ukuthandwa okubalulekileyo kwifashoni yakhe kunye nenkangeleko.
9. UCamila Coelho: UCamila Coelho ungumphembeleli wefashoni kunye nobuhle, usomashishini, kunye nomyili womxholo owaziwayo ngezifundo zakhe zobuhle, iingcebiso zefashoni, kunye nentsebenziswano kunye neebrendi ezaziwayo.
10. UBryan Yambao (Bryanboy): Udume ngefashoni yakhe yobuhle, UBryan Yambao usebenzisana neempawu eziphezulu zefashoni kwaye wabelane ngezitayile zakhe zokudala kumaqonga eendaba ezentlalo.
11. UMargaret Zhang: Ubhiyozelwe ngomsebenzi wakhe njengomfoti wefashoni kunye nomlawuli, UMargaret Zhang waziwa ngobukho bakhe obunempembelelo kumajelo eendaba ezentlalo kunye negalelo kwifashoni, inkcubeko, kunye nendlela yokuphila kupapasho.

Aba baphembeleli befashoni bamele izitayile ezahlukeneyo, ubuntu, kunye neetalente zokuyila, zibenza babe ngamaqabane axabisekileyo kwiimveliso ezijonge ukuphakamisa ubukho babo kumzi mveliso wefashoni. 

Nokuba kungomxholo oxhaswayo, intsebenziswano, okanye ukuqinisekiswa kohlobo, ukusebenzisana naba baphembeleli kunokunceda amashishini afikelele kubaphulaphuli abatsha, aqhube uthethathethwano, kwaye ekugqibeleni anyuse intengiso kukhuphiswano lwefashoni ka-2024.

Iingcamango zokugqibela

Nokuba usebenzisana ne-mega-influencers, i-micro-influencers, okanye i-niche influencers, iimveliso zefashoni zinamathuba amaninzi okusebenzisa amandla okuphembelela ukuthengisa kunye nokunyusa uphawu lwazo kwiindawo eziphakamileyo zempumelelo.