Imiphumela yakamuva yezezimali yemikhiqizo ehamba phambili yezingubo zemidlalo emhlabeni iphakamisa ukuthi uthando lwabathengi ngezingubo ezisebenzayo, olwaqala phakathi nobhubhane, seluzophela. I-Just Style iphenya ukuthi yini ebangela ukwehla kwemakethe nokuthi izinhlobo zezemidlalo zingakunqoba kanjani.

Kuze kube manje kulo nyaka, inkampani yezemidlalo yase-US i-Under Armor ibike ukwehla ngo-10% kwemali engenayo ye-Q1 (ephele zingama-30 kuJuni 2024), inkampani yezemidlalo, yezingubo zangaphandle nezicathulo yase-US i-Columbia Sportswear ithumele ukulahlekelwa kwe-Q2 (ephele zingama-30 kuJuni 2024) kanti imali engenayo ye-Q2 yayiphansi e-Wolverone Worldwide's Sweaty Betty.
Kwakuyindaba efanayo enkampanini yezemidlalo yaseJalimane i-Puma, ebone inzuzo yayo yonke yehla ngekota engxenyeni yokuqala ka-2024 (H1) kanye nozakwabo bohlobo lwezingubo zemidlalo zaseJalimane i-Adidas bazabalaza ukugqashuka eNyakatho Melika ngokudayiswa kwehle ngo-7.7% ku-Q2.
Ngaleso sikhathi, umdondoshiya wezemidlalo wase-US i-NIKE uthumele umbono oqaphile ekupheleni kukaJuni wonyaka ozayo (FY25) ngemuva kokuthi ukukhula kokuthengiswa kwayo ku-Q4 kuthulisiwe ngenxa yobuthakathaka babathengi.
Wehlisa intshisekelo yabathengi noma ezinye izici?
Ingabe uthando lwabathengi ngezingubo zemidlalo lushabalele noma ezinye izici ezifana nokwehla kwamandla emali okuphezulu, izinselele eziqhubekayo ze-sporting chain nezindleko zezinto ezibonakalayo zinomthelela?
Umhlaziyi wezimpahla zeGlobalData uPippa Stephens utshela i-Just Style ukuthi ukwehla kwemakethe yezimpahla zemidlalo ezinyangeni ezimbalwa ezedlule kube ngenxa yezinselelo zokwehla kwamandla emali.
Uthi lezi zinselelo ziphinde zibe nomthelela embonini yezimpahla zokugqoka - hhayi nje ezezemidlalo - futhi zenza abathengi bakhethe kakhulu abakuthengayo.
Umhlaziyi wezitolo ze-GlobalData u-Neil Saunders uyavuma, wengeza ngokuthi: “Isizathu esiyinhloko umnotho wabathengi ontengayo”.
Uyashesha ukwengeza ukuthi, naphezu kokuthinta zonke izingxenye zemakethe, uma kubhekwa ukuthandwa kwezingubo zezemidlalo eminyakeni embalwa edlule, ingxenye manje "sesizowa kakhulu" kunezinye.
UStephens ugqamisa omunye umehluko wezingubo zemidlalo ukuthi "ithinteke ngokwengxenye" ngabathengi phambilini abebefuna izinto ezinethezekile ngenkathi behlala ekhaya phakathi nobhubhane "manje bafuna imfashini ephakeme njengoba izinto sezibuyele kwesejwayelekile".
I-Saunders iveza ukuthi ukusebenza kuyahlukahluka kakhulu ngokomkhiqizo futhi amalebula amaningi amancane emakethe asathumela ukukhula okunamandla kakhulu.
“Lokhu kubeka ingcindezi kwamanye amabhrendi aziwa kakhulu emakethe, ikakhulukazi lawo afana ne-Under Armour, alahlekelwe ukugxila kuwo,” usho kanje.
Ubuye aphawule ukuthi inqwaba yama-generalists ingene endaweni yezingubo zezemidlalo nezokusubatha. Isibonelo, uthi i-Abercrombie & Fitch ine-sub-brand yayo ye-YBP, ebisebenza kahle futhi "wonke lo mncintiswano owengeziwe wenza imakethe ibe nzima kumikhiqizo yendabuko".
Kodwa uStephens uphonsele inselelo ukuthi phezu komshikashika obhekene nabadlali abafana no-Under Armor noNike kodwa labo abagxile kwezokusubatha abafana no-Alo Yoga noLululemon basajabulela ukukhula okuqinile.
Kungani 'unyaka wezemidlalo' ungathuthukisi imakethe yezingubo zemidlalo?
U-2024 ubizwe ngokuthi 'unyaka wezemidlalo' ngenxa ye-Euro eyenzeka ngoJuni futhi wonke amehlo ethe njo kuma-Olympics aseParis ngasekupheleni kukaJulayi nasekuqaleni kuka-Agasti, pho kungani lokhu kungahumushekanga ekukhuleni kokuthengisa?
USaunders uyachaza ukuthi asikakawuboni umthelela wama-Olympics njengoba iningi lemikhiqizo njengamanje libika imiphumela ekhuphuka kuze kube sekupheleni kukaJuni.
Sekushiwo lokho, ngenkathi ama-Olympics ezoba nomphumela omuhle kancane, uthi lokhu ngeke kudlule izinkinga zomkhiqizo kanye nokuwohloka komnotho okujwayelekile.
UStephens unombono onethemba ngokwengeziwe futhi uyanezela: “Imikhiqizo iveze izingxenye ezithile ezizuzile, okuhlanganisa amabhuzu ebhola namajezi.”
Uvumelana no-Saunders mayelana nezikhathi futhi uphawula ngokuqondile ukuthi izikhondlakhondla zezingubo zemidlalo i-Nike, i-adidas ne-Puma zonke zikhiphe imiphumela yazo yakamuva ngaphambi kokuphela kwama-Olympics. Lokhu kusho ukuthi "ukuthuthuka okwengeziwe kusengenzeka emiphumeleni yabo elandelayo, ikakhulukazi njengoba izimo zomnotho nazo ziqhubeka nokuba ngcono e-Europe nase-US."
Yini elandelayo ngezingubo zemidlalo futhi izinhlobo zezemidlalo zingakukhuphula kanjani ukuthengiswa?
USaunders uthi kumele kube nokunye okusha nokuqanjwa kabusha emakethe. Uthi lokhu kubaluleke kakhulu uma abathengi besukile ekuthengeni bengaphoqiwe futhi ngaphandle kokucatshangelwa okuningi bacabange ngokucophelela ngokuthenga.
Ngamanye amazwi, uthi: “Imikhiqizo yezemidlalo kudingeka inikeze abathengi izizathu zokuthenga, kungakhathaliseki ukuthi lokho kuyintuthuko yobuchwepheshe noma ukuhambisana nemfashini yakamuva.”
Ngaphezu kwalokho, uveza ukuthi kunomqondo wokuthi iningi lemikhiqizo emikhulu efana ne-Nike ne-Under Armor "ayizange isungule ngokwanele, futhi lokhu kube nomthelela omubi ekuthengiseni kwabo".
Esikhathini esifushane ubikezela ukuthi imakethe yezemidlalo izohlala ingaphansi kwengcindezi futhi ngokukhula kancane ukholelwa ukuthi umdlalo we-zero-sum kunangaphambili, okusho ukuthi abadlali bazobe belwela ukwabelana ngemakethe.
Esikhathini eside futhi njengoba umnotho wabathengi ukhula, uphakamisa ukuthi amazinga okukhula azothuthuka. Kodwa-ke, weluleka abakhi bezingubo zemidlalo ukuthi baqaphele ukuthi imakethe inokuncintisana kakhulu manje futhi badinga ukuhlala onyaweni lwangaphambili.
Uphethe ngokuthi: “Abakhiqizi kufanele bacabange ukuthi bangahlukanisa kanjani ngokusungula izinto ezintsha. Imikhiqizo enokuthuthukiswa okumbalwa okukhuphukayo noma izinguquko ngokuvamile yanele ukusika lwesinaphi. Imikhiqizo kumele ibe nesibindi ekunikezeni abathengi izizathu zokuthenga. ”
Umthombo ovela Isitayela Nje
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