Ulwakha njani uphawu oluNtofontofo kwi-Intanethi

“Ubunewunewu” bunokuthetha izinto ezahlukeneyo kubantu abahlukeneyo. I-socialite enesigidi seerandi eseleyo inokuchitha ngokulula i-50,000 yeedola kwidyasi yoboya bemink. Kodwa, kumntu oqhelekileyo weendaba zoluntu, elo xabiso liphezulu.

Ixabiso elisele libekwe ecaleni, umahluko omkhulu phakathi kwabantu bobabini bomthengi kukubona kwabo ubunewunewu.

Le mbono yeyokuba iibrendi eziphumeleleyo zodidi oluphezulu zixhomekeke kwintengiso yazo xa besakha iibrendi zabo kunye nokutsala abathengi abafanelekileyo. Yiyo loo nto iibrendi zodidi olunje ngeChanel kunye neGucci zinokuthengisa ibhotile yesiqholo ngeedola ezingama-450, kwaye iibrendi ezifana neLattaffa zithengisa ioyile engabonakaliyo (okanye idupe) yaloo mafutha aqholiweyo nge-$45.

Kutheni abantu bechitha i-10x imali yokuthenga i-perfume xa benokuyifumana nge-10 yexabiso? Impendulo inokufumaneka ekuthengiseni kunye nokokuba uphawu olusemva kwalo lubonwa ukuba lumele.

Kweli nqaku, siza kukufundisa indlela yokwenza uphawu oluyimpumelelo kwi-intanethi ukutsala abathengi bakho abalungileyo.

Isiqulatho
Jonga icandelo elithile le-niche
I-Aimo yolwahlulo olukwinqanaba eliphezulu
Phuma ngobuchule obusemgangathweni
Yandisa ubume bebrand yakho kwi-intanethi
Uthungelwano ngeziganeko eziphezulu
Isishwankathelo

Jonga icandelo elithile le-niche

Kuyacaca ukuba kuya kufuneka ujolise kubathengi abatyebileyo xa usakha uphawu olutofotofo, kodwa ukuchonga kunye nokulungelelanisa ibhrendi yakho kwaba bathengi akwanelanga - kuya kufuneka uqonde intsingiselo yeli candelo labathengi likhethekileyo, kunye nohlobo lweebrendi, iimveliso, okanye iinkonzo ezinomtsalane kubo.

Linganisa iminqweno yecandelo labathengi bakho ukulungelelanisa kunye neemveliso ze-niche oya kuzinikezela, njengoko oku kuya kwenza i-crux yemveliso yakho esebenzayo kunye nesicwangciso sokuthengisa.

Umzekelo, ukuba ubujolise kubantu abadala, yithi, Gen X okanye iBoomers; imbono yabo yobunewunewu inokuba cwaka (i-low-key) - cinga Max Mara kunye Umqolo.

Ke ngoko, unokufuna ukuqwalasela indlela ebekiweyo yokuyila, ukubeka uphawu, kunye nokuthengisa - akukho mibala yokukhwaza, iilogo eziphawuleka kakhulu, kunye noyilo lwe-off-the-cuff.

Izibonda ziyahluka xa ujolisa kubantu abancinci njengeGen Z kunye neGen Alpha (iminyaka engama-26 nangaphantsi). La macandelo emarike kusenokwenzeka ukuba ajonge izinto zodidi njengendlela yokubonisa isimo sazo. Basenokukhetha iibrendi ezinje ngeBalenciaga, iVersace, kunye neGucci, ezithi ngamanye amaxesha zize ngemibala engqindilili kunye nobukhulu obugqithileyo, okanye zibonise iilogo zazo zeempawu ngokubalaseleyo.

Ewe, ezi mpawu zingentla azingeni zonke kula macandelo. Nangona kunjalo, iyakwenza ibhrendi yakho ekhulayo elungileyo ukuphanda kwaye uqonde iinuances zabaphulaphuli bakho be-niche xa uqalisa.

Oku kukunceda ukuba uzibeke ngcono kwimarike kwaye ulungelelanise abantu okhuphisana nabo kwaye uphuhlise iindlela zokuhlala zinobuchule kushishino.

Nje ukuba usekiwe, unokucinga ngokwandisa ngokuthe ngcembe inkcazo yomthengi wakho ofanelekileyo.

Injongo yokwahlula kwinqanaba eliphezulu

Inyathelo lokuqala lokukrazula ikhowudi kushishino olutofotofo kukuba kwaye ukukhonza ngokwahlukileyo. Ngale nto, sithetha ukuthembela kwimveliso yakho okanye ixabiso elikhethekileyo lenkonzo kunye nokubonelela ngamava ebhrendi agcinwe. 

Enye indlela ethembekileyo yokunikela ngokugqibeleleyo kukwenza umntu abe yedwa kunye namava akhethekileyo kwi-intanethi kunye namava abathengi. La mava kufuneka ahlale engaguquguquki kwaye engumfuziselo.

Unxibelelwano lwabathengi kunye nebhrendi yakho kufuneka lulungelelaniswe ngokucokisekileyo ngokwezinto abazithandayo kunye neminqweno. Umzekelo, ukuba unomgca weempahla zodidi oluphezulu, ukunika imveliso eyenziwe ngokwezifiso kuya kuvumela abathengi bakho ukuba bafake isitayile sabo kwizinto abazifumanayo.

Dege & Skinner lolunye uphawu oluthatha uhlengahlengiso lwemveliso ngokubalulekileyo. Endaweni yeempahla eziveliswe ngobuninzi, iqela labo lokuthunga elinamava liyila, liyasikwa, kwaye lenza zonke iimpahla zabo zibe kumgangatho othe ngqo usebenzisa imilinganiselo yabathengi kunye neefoto.

Abathengi banokukhetha iipateni zabo, amalaphu, kunye noyilo kwi-intanethi okanye kwivenkile yabo ye-Savile Row. La mava ohlobo lomntu sisizathu sokuba abathengi bawakhethe, kwaye bade bathumele abanye abathengi abakumgangatho ophezulu kubo.

Unokwenza kwakhona amava omthengi we-intanethi ngoku:

• Ukongeza ibhodi ekhethiweyo kwiwebhusayithi yakho. Oku kuya kuvumela abathengi ukuba batshintshe imiba eyahlukeneyo yemveliso, efana nemibala, izixhobo, imizobo, iimonograms, okanye izicatshulwa ezenzelwe wena.
• Ukubonelela ngothethwano lwenyani kunye neestylists ezinamava okanye abacebisi boyilo. Aba bacebisi baya kunceda abathengi kwinkqubo yokwenza ngokwezifiso, banikeze iingcebiso zomntu ngamnye, kwaye baqinisekise umbono wabo kunye nesitayile zibonakaliswa kwimveliso yokugqibela.
• Ukudibanisa ubuchwephesha "bokuzama" kuhambo lokuthenga. Le teknoloji isebenzisa ukubonwa kwe-3D kunye nenyani eyongeziweyo ukoleka ukumelwa okubonakalayo komfanekiso wemveliso ngaphezulu komfanekiso womxhasi wakho ukuze babe nombono wokuba izinto zingena njani.

Ngokutsho kophononongo lwe-Deloitte, oku kunika amava okuthenga angenakulinganiswa kwaye ikhuthaza ubuncinane abasixhenxe kwabalishumi abathengi ukuthenga ngakumbi ngebhrendi yakho.

Nangona kunjalo iyasebenza, kuya kufuneka ulungelelanise ubuchule bakho bomntu kwicandelo labathengi kunye nokuba yintoni enomtsalane kubo. Abanye abathengi bakhetha amava okuthenga e-hybrid. Oko kuthetha ukuba undwendwela iwebhusayithi yakho kwiimveliso ezikhoyo kunye nokuthenga evenkileni ukuze ube namava ngokwasemzimbeni, kunokuba uziodole 'ngoncedo' kwi-intanethi.

Ukujikeleza umva kumzekelo weDege & Skinner ngasentla, sibona le hybrid yokuthenga ekudlaleni. Okokuqala, bavumela abathengi abangakwaziyo ukutyelela ivenkile yabo yeSavile Row ukuba bakhethe amalaphu abawathandayo ngokusebenzisa i-'Fabric Butler' app yabathungi bespoke.

Umsiki wehempe oyiNtloko, uTom Bradbury, ulungelelanisa olona khetho lwelaphu lehempe ukugcina amava alo obuqu kunye nokukhangela ukukhangela. UTom unxibelelana nabathengi malunga neodolo emva kokuba bekhethe izinto abazithandayo, babonise ubungakanani babo, kwaye bongeze amagqabantshintshi kuluhlu lwabo olunqwenelekayo.

Emva koko, abathengi beza kwimilinganiselo, izifakelo, kunye/okanye ii-pickup.

Olu hlobo lwamava ohlobo olwahlukileyo lusenokungasebenzi kulo lonke ishishini. Kodwa ukuba kufuneka, isitshixo kukulungelelanisa i-intanethi kunye namava evenkile, ngakumbi kuba ujongana neklasi yengeniso engaphezulu komndilili.

Phuma ngobuchule obusemgangathweni

Ukulandela ngokusondeleyo kwizithende zamava abathengi obutofotofo kukugqiba okuhle.

Kusenokuvakala ngathi akukho-brainer, kodwa ukuba ubiza ipeni ngaphezu kwexabiso lentengiso yemveli kwimveliso yakho, kufanele ukuba iyixabise.

Ke ngoko, ukuba ungumenzi wezithako zobumnandi, umzekelo, ibhotile yakho kunye nokupakishwa kwakho kufuneka kukhazimliswe kwaye komelele, kuvuselele ubunewunewu. Kufuneka kwakhona yayame ngakwiprofayile yevumba yokwenziwa kancinci. Ngamanye amazwi, yenza isiqholo sakho ngezithako zendalo ezifana neambergris, patchouli, sandalwood oil, rose kunye nejasmine absolutes, kunye nezinto ezimbalwa ezenziweyo.

“Ezandleni zegcisa elinobuchule, kwaneimvuthuluka zomthi zinokuguqulwa zibe yinto engaqhelekanga.”

– URichard Sennet, uMzobi.

Nangona kungenakwenzeka ngokwezoqoqosho ukuqulunqa uninzi - ngakumbi kwishishini elikhulayo - ungasebenzisa ububodwa njengendawo yokuthengisa kunye nobungqina bobugcisa obuphezulu kwiinzame zakho zokuthengisa kwi-Intanethi. Gxininisa ukuba ivumba lakho ngumsebenzi oyilwe ngobunono owenziwe ngokweebhetshi ezinyiniweyo ukuqinisekisa owona mgangatho uphezulu kunye nokunyaniseka.

Ungayiqhubela phambili ngokunikezela ngemigaqo yesiko njengendlu yesiqholo esimnandi, i-Boadicea yoloyiso, iyayenza.

Dwelisa zonke izithako zokwenza i-perfume kwiwebhusayithi yakho, zihlelwe ngokwezona zibini zihamba kakuhle. Emva koko, cela abathengi ukuba bakhethe ukwenza ngokwezifiso zabo. Ngaloo ndlela, uphucula ibhrendi yakho kunye namava omthengi kwaye utsale abathengi abaqondayo abazimisele ukuhlawula iprimiyamu ukuze ufumane amava akhethekileyo kunye nobunewunewu bokuvumba.

Yandisa ubume bebrand yakho kwi-intanethi

Iimpawu zentengiso eyahlukileyo - iilogo, iipateni, uphawu, umbala, njl.

Abathengi bakhetha ukunxulunyaniswa nolunye uhlobo kunolunye, nakwimarike yohlobo olutofotofo. Umzekelo, umntu onomdla kwezemidlalo okanye ukomelela anganqwenela ukuthengisa nge-“swoosh” ye-Nike kunenye ene-Chanel edibeneyo ye-C. Umva uyafana nomdali wendlela yokuphila.

Lilonke ishishini, njengoko besitsho - abanye abantu bakhetha ukuzilungelelanisa nophawu olulungele i-niche yabo kunye nokunyusa umgangatho wabo we-intanethi.

Ukwakha ibrendi ye-intanethi kufuna ukuba uqonde ukuba abantu abanempembelelo kwi-niche yakho bayijonga njani ibhrendi yakho, ngeliso lokusebenzisana nabo babalaseleyo. Ulwamkelo lwabo kunye nonxulumano lisango lokubonwa ukuba bodwa kunye nesimboli yesimo phakathi kwabaphulaphuli bakho ekujoliswe kubo.

Kukwabalulekile ukwenza umxholo onqwenelayo kwi-intanethi ukuze ubonise ubugcisa beemveliso zakho kunye nelifa lemveli. Unokwenza oku ngokusebenzisa intsebenziswano yempembelelo kunye nomxholo wegama.

Ibhrendi yewotshi etofo-tofo uPatek Phillipe ikwenza oku ngobuchule kwi-Instagram ngokufota okukumgangatho ophezulu kunye namabali achukumisayo ahambisa abathengi abanokubakho kwihlabathi elinobutyebi kunye nolangazelelo.

Ngokuluka iintsomi zesiko, ukusungula izinto ezintsha, kunye nokuzingca, iibrendi zivutha iminqweno kwaye zomeleze iwonga labo njengabahlaseli bawona mava abalaseleyo.

Unokwandisa isimboli yesimo kwi-intanethi ngokwenza i-aura yokunqongophala kunye nokukhetheka okugqithisileyo. Oku kusebenza kuba idlala kwiimvakalelo kwaye yenza abantu babe nomdla ngakumbi kwimveliso yakho.

Makhe sicinge ngoHermès okomzuzwana- yeyiphi into eyaziwayo eyaziwa ngayo?

Ukuba ucinga iibhegi Birkin, wena indawo on.

Nangona ingazange iveliswe ngobuninzi, iifashionistas ziyakwazi ukubona iBirkin ukusuka kumgama weemayile. Ngoba? Ngenxa yokuba baluphawu olungagungqiyo lobunewunewu.

Ukugcina ubume bohlobo lwabo, uHermès wenza ukuba ibhegi yeBirkin ye-iconic ifumaneke kuphela kwipesenti encinci yabathengi abakumgangatho ophezulu ekufuneka benyanisile. imali .

Abanye abathengi bahlala kuluhlu lokulinda ukuya kuthi ga kwiminyaka emithathu kwaye bachithe imali eninzi kwezinye iimveliso njengoko bebeya kwenza kwibhegi yeBirkin. Ukuba ufuna iBirkin 25 enokubiza malunga ne-10,000 yeedola, cwangcisa ukuchitha imali eninzi ukuze ufumane isithembiso, ubhala watsho uHannah Getahun. I-Business Insider.

Abathengi abanakuodola ibhegi ye-Birkin kwi-intanethi, nokuba. Kuya kufuneka bafune umntu othengisayo kwaye basebenze naye ngokukodwa, besazisa lowo unxulumana naye ngokuthe ngqo iinkcukacha zabo, nto leyo engaqinisekisi ukuba baya kufumana i-Birkin, ngaphantsi kakhulu kuloo nto kanye.

Ke, akukho malunga nokuba abathengi banokufikelela na. Kufuneka baqale babe ngummeli weHermès ngaphambi kokuba bangeniswe "kwindawo ephezulu."

Ngokudibanisa esi sicwangciso sokuthengisa kunye nemveliso elawulwayo kunye nokuhanjiswa, uHermès wonyusa umnqweno kunye neeprojekthi zexabiso eliphezulu, elikhulisa uphawu lobume bophawu kwi-Intanethi nakwi-intanethi.

Uthungelwano ngeziganeko eziphezulu

Zibandakanye ngokukhutheleyo, kunye nothungelwano, kwiminyhadala yoshishino ukwandisa ukubonakala kwebrendi yakho kunye nodumo. Imisitho ekwiprofayile ephezulu ibonelela ngeqonga lokubonisa ingqokelela kunye nokomeleza isimo sophawu lwakho.

Ukuba awukwazi ukuzimasa le misitho, mhlawumbi ngenxa yesithintelo esikhulu sokungena, sebenzisana nohlobo oluzayo lobunewunewu olufana nolwakho ukwandisa amathuba akho.

Kungenjalo, unokuthatha inxaxheba kwi-brand activism ukunxibelelana nabathengi ngokweemvakalelo. Ukufumana ezona nzuzo zingcono, qwalasela injongo yebhrendi yakho kunye nokuba imele ntoni. Emva koko, sebenzisana kwaye unikele kule mibutho ukwazisa.

Isishwankathelo

Isitshixo ekwakhiweni kohlobo olutofotofo lungaphezulu nje kweemveliso zakho. Kuya kufuneka uzibophelele kumgangatho, useke isazisi esahlukileyo, uqhagamshelane nabaphulaphuli bakho ngokweemvakalelo, usebenzise intengiso entsha, uthathe inxaxheba kwimisitho yoshishino, kwaye ulwenze ukuba bube bubomi obutofotofo.

Kwakhona, khumbula ukucwangcisa zonke iinkcukacha ezintsonkothileyo zohlobo lwakho. Oku kubandakanya, kodwa akukuphelanga, ukuyila kunye nokuphawula, ukuthengisa kunye nokuthengisa, kwaye okona kubaluleke kakhulu, inkonzo yabathengi.

Ukuba usaqala ngokuthenga, ndwendwela Chovm.com ukudibanisa nababoneleli beevenkile ze-OEM ukunceda ukwenza iimveliso zakho zodidi oluphawulwe ukuba zixelwe.