Ungawakha Kanjani Umkhiqizo Wokunethezeka Ku-inthanethi

“Ukunethezeka” kungasho izinto ezihlukene kubantu abahlukene. I-socialite enesigidi sama-dollar esele ingachitha kalula i-$ 50,000 ngejazi loboya be-mink. Kepha, kumgqugquzeli ojwayelekile wenkundla yezokuxhumana, leyo ntengo ingaphezulu.

Isamba esifanelekile eceleni, umehluko omkhulu phakathi kwabo bobabili abantu bomthengi umbono wabo wokunethezeka.

Lo mbono uyilokho izinkampani eziphumelelayo zokunethezeka ezincike kukho ukumaketha kwazo lapho zakha imikhiqizo yazo futhi ziheha abathengi bazo abafanelekile. Kungakho futhi izinhlobo zikanokusho ezifana ne-Chanel ne-Gucci zingathengisa ibhodlela lamakha ngama- $450, futhi izinhlobo ezifana ne-Lattaffa zithengisa uwoyela obonakala ongaqondakali (noma i-dupe) walelo phunga elifanayo ngo-$45.

Kungani abantu bechitha imali engu-10x ukuze bathenge amakha kuyilapho bengawathola ngenani le-10? Impendulo ingatholakala ekukhangiseni kanye nokuthi i-brand ngemuva kwayo ibonwa ukuthi imele ini.

Kulesi sihloko, sizokufundisa ukuthi ungawakha kanjani umkhiqizo wokunethezeka ophumelelayo ku-inthanethi ukuze uhehe abathengi bakho abahamba phambili.

Okuqukethwe
Khomba ingxenye ethile ye-niche
I-Aimo yokuhlukaniswa kwezinga eliphezulu
Phuma ngobungcweti bekhwalithi
Khulisa isimo somkhiqizo wakho ku-inthanethi
Inethiwekhi ngemicimbi yephrofayili ephezulu
Ngokufigqiwe

Khomba ingxenye ethile ye-niche

Kusobala ukuthi uzodinga ukukhomba amakhasimende acebile lapho wakha ibhrendi ewubukhazikhazi, kodwa ukuhlonza nokuhlanganisa umkhiqizo wakho ubheke kulawa makhasimende akwanele – kufanele uqonde umehluko phakathi kwalesi sigaba somthengi esiyingqayizivele, kanye nohlobo lwemikhiqizo, imikhiqizo, noma amasevisi abawakhangayo.

Linganisa izifiso zengxenye yekhasimende lakho ukuze zihambisane nemikhiqizo ye-niche ozoyinikeza, njengoba lokhu kuzokwakha umnyombo womkhiqizo wakho osebenzayo nesu lokumaketha.

Isibonelo, uma ubuqonde ukubalwa kwabantu abadala, yithi, Gen X noma ama-Boomers; umbono wabo wokunethezeka ungase uthule (ukhiye ophansi) - cabanga uMax Mara kanye noThe Row.

Ngakho-ke, ungase uthande ukucabangela indlela ehlelekile yokuklama, ukufaka uphawu, nokumaketha - akukho mibala ehlabayo, ama-logo agqama ngokweqile, kanye nemiklamo engaphandle kwe-cuff.

Iziteki ziyahlukahluka uma uqondisa abantu abancane njengo-Gen Z kanye no-Gen Alpha (abaneminyaka engu-26 nangaphansi). Lezi zingxenye zemakethe kungenzeka zibuke izinto zikanokusho njengendlela yokubonisa isimo sazo. Bangase bakhethe amabhrendi afana ne-Balenciaga, i-Versace, ne-Gucci, ngezinye izikhathi ezifika ngemibala egqamile nobukhulu obukhulu, noma zibonise ama-logo azo angokomfanekiso ngokugqamile.

Kunjalo, izici ezingenhla azingeni zonke kulezi zingxenye. Noma kunjalo, kuzokwenza umkhiqizo wakho osafufusa ucwaninge futhi uqonde ama-nuances ezithameli zakho ze-niche lapho uqala.

Lokhu kukusiza ukuthi uzibeke kangcono emakethe futhi wenze lula izimbangi zakho futhi uthuthukise izindlela zokuhlala unamasu ebhizinisini.

Uma ususunguliwe, ungacabangela ukwandisa kancane kancane incazelo yakho yekhasimende lakho elifanelekile.

Khomba ukuhluka kwezinga eliphezulu

Isinyathelo sokuqala sokuqhekeza ikhodi embonini yokunethezeka iwukuba futhi sebenzisa ngokuhlukile. Ngalokhu, sisho ukucija inani eliyingqayizivele lomkhiqizo noma isevisi yakho kanye nokuhlinzeka ngolwazi lomkhiqizo olukhethiwe. 

Indlela eyodwa enokwethenjelwa yokunikela ngokuphelele iwukwenza kube ngokwakho kanye nokuzizwisa okukhethekile ku-inthanethi kanye nesitolo samakhasimende. Lezi zenzakalo kufanele zihlale zingaguquki futhi zingokomfanekiso.

Ukusebenzisana kwamakhasimende nomkhiqizo wakho kufanele kwenziwe ngendlela eyinkimbinkimbi ngokuvumelana nalokho akuthandayo kanye nezifiso zabo. Isibonelo, uma unolayini wezingubo zikanokusho, ukunikeza imikhiqizo eyenziwe ngendlela oyifisayo kuzovumela amakhasimende akho ukuthi agxilise isitayela sawo ezintweni azizuzayo.

UDege & Skinner iwuphawu olulodwa oluthatha ngokungathi sína ukwenziwa ngokwezifiso komkhiqizo. Kunokuba kube izingubo ezikhiqizwe ngobuningi, ithimba labo labathungi elinolwazi oluphezulu lidizayina, lisike, futhi lenza zonke izingubo zabo zibe sezingeni eliqondile lisebenzisa izilinganiso nezithombe zamakhasimende.

Amakhasimende angakhetha amaphethini awo, izindwangu, nemiklamo ku-inthanethi noma esitolo sawo se-Savile Row. Lokhu kuzizwisa kwebhrendi komuntu siqu kuyisizathu sokuthi amakhasimende azikhethe, futhi aze adlulisele amanye amakhasimende asezingeni eliphezulu kubo.

Ungakwazi futhi ukwenza kube ngokwakho ukuzizwisa kwamakhasimende aku-inthanethi ngokwenza lokhu:

• Ukwengeza ibhodi lokukhetha kuwebhusayithi yakho. Lokhu kuzovumela amaklayenti ukuthi aguqule izici ezihlukahlukene zomkhiqizo, njengemibala, izinto zokwakha, okuqoshiwe, ama-monograms, noma imibhalo yomuntu siqu.
• Ukunikeza ukubonisana okubonakalayo nama-stylists anolwazi noma abeluleki bedizayini. Laba baxhumanisi bazosiza amaklayenti enqubweni yokwenza ngokwezifiso, banikeze izincomo eziqondene nawe, futhi baqinisekise ukuthi umbono wabo nesitayela kubonakala kumkhiqizo wokugcina.
• Ukuhlanganisa ubuchwepheshe "bokuzama" obubonakalayo ohambweni lokuthenga. Lobu buchwepheshe busebenzisa ukubonwa kwe-3D kanye neqiniso eli-augmented ukumboza ukumelwa okubonakalayo kwesithombe somkhiqizo phezu kwesithombe seklayenti lakho ukuze likwazi ukubona ngeso lengqondo ukuthi izinto zilingana kanjani.

Ngokocwaningo lwe-Deloitte, lokhu kunikeza isipiliyoni sokuthenga esingenakuqhathaniswa futhi kukhuthaza okungenani abayisikhombisa kwabayishumi abathengi ukuthenga okwengeziwe ngebhrendi yakho.

Noma kunjalo kusebenza kahle, kufanele ulungise amasu akho okwenza kube ngokwakho ingxenye yamakhasimende akho nokuthi yini ewakhangayo. Amanye amakhasimende akhetha ukuzizwisa kokuthenga okuxubile. Lokho kusho ukuvakashela iwebhusayithi yakho ukuze uthole imikhiqizo etholakalayo kanye nokuthenga esitolo ukuze uzizwele ngokoqobo, kunoku-oda 'ngokuvamile' ku-inthanethi.

Ukuzungeza emuva kusibonelo se-Dege & Skinner ngenhla, sibona lokhu kuthenga okuxubile kudlalwa. Okokuqala, bavumela amakhasimende angakwazi ukuvakashela isitolo sawo se-Savile Row ukuthi akhethe izindwangu azithandayo ngohlelo lokusebenza lwe-'Fabric Butler' lwabathungi abaziwayo.

I-Head Bespoke Shirt-Cutter, u-Tom Bradbury, ikhetha ukukhetha kwendwangu yehembe engcono kakhulu ukuze kugcinwe umuzwa wayo oqondene nawe kanye nokwenza lula ukuphequlula. U-Tom uthintana namakhasimende mayelana ne-oda ngemva kokukhetha izintandokazi zawo, abonise osayizi bawo, futhi engeze amazwana ohlwini lwawo lwezifiso.

Ngemva kwalokho, amakhasimende ayeza ukuze athole izilinganiso, okokufaka, kanye/noma ama-pickup.

Lolu hlobo lwesipiliyoni somkhiqizo ohlukile kungenzeka lungasebenzi kuwo wonke amabhizinisi. Kodwa uma kufanele, ukhiye uwukulinganisela ku-inthanethi kanye nakho kwasesitolo, ikakhulukazi njengoba ubhekelela ikilasi lemali engenayo elingaphezu kwesilinganiso.

Phuma ngobungcweti bekhwalithi

Ukulandela eduze kwesipiliyoni samakhasimende sokunethezeka kuwukuqeda okuhle.

Kungase kuzwakale njengento engenangqondo, kodwa uma ukhokhisa isenti elingaphezulu kwenani lemakethe elivamile lomkhiqizo wakho, kufanele likufanele.

Ngakho-ke, uma ungumenzi weziqholo we-niche ophambili, isibonelo, ibhodlela lakho nephakheji kufanele kupholishwe futhi kuqine, kuvuse ukunethezeka. Kufanele futhi incike ephrofayilini yephunga elingakhiqizi kangako. Ngamanye amazwi, yenza isiqholo sakho ngezithako zemvelo eziningi njenge-ambergris, i-patchouli, uwoyela we-sandalwood, i-rose ne-jasmine absolutes, kanye nezakhi zokwenziwa ezimbalwa.

Ezandleni zengcweti enekhono, ngisho nezinsalela zokhuni zingashintshwa zibe okuthile okungavamile.”

– Richard Sennet, The Craftsman.

Noma kungenzeki ngokomnotho ukwenza ngobuningi babo - ikakhulukazi ibhizinisi elikhulayo - ungasebenzisa ukuhluka kwalo njengendawo yokuthengisa kanye nobufakazi bobuciko obusezingeni eliphezulu emizamweni yakho yokumaketha ku-inthanethi. Gcizelela ukuthi iphunga lakho elimnandi liwumsebenzi wobuciko oklanywe ngokucophelela owenziwe ngamaqoqo alinganiselwe ukuze kuqinisekiswe ikhwalithi ephezulu kakhulu nobuqiniso.

Ungakwazi ukuqhubekela phambili ngokunikeza ukwakheka ngokwezifiso njengendlu yamakha esezingeni eliphezulu, i-Boadicea the Victorious, yenza.

Faka kuhlu zonke izithako zokwenza amakha kuwebhusayithi yakho, ezihlukaniswe ngamabhangqa angcono kakhulu. Bese, cela amakhasimende ukuthi akhethe ukwenza ngokwezifiso zawo. Ngaleyo ndlela, uthuthukisa umkhiqizo wakho nolwazi lwekhasimende futhi uhehe amakhasimende aqaphelayo azimisele ukukhokha iprimiyamu ukuze uthole umuzwa wokuhogela oyingqayizivele ngempela futhi kanokusho.

Khulisa isimo somkhiqizo wakho ku-inthanethi

Izici ezihlukile zophawu lokuhweba - amalogo, amaphethini, ukufaka uphawu, umbala, njll. - into eyodwa eyenza amabhrendi ahluke.

Amakhasimende ancamela ukuhlotshaniswa nohlobo oluthile kunolunye, ngisho nasezimakethe zohlobo oluphambili. Isibonelo, umgqugquzeli wezemidlalo noma ukufaneleka uzofisa okuthengiswayo “nge-swoosh” ye-Nike kuneyodwa enama-C axhumene e-Chanel. Okuhlehlayo kuphinde kube njalo kumdali wendlela yokuphila.

Konke kuyibhizinisi, njengoba besho - abanye abantu bancamela ukuzihlanganisa nomkhiqizo ofanelana ne-niche yabo futhi ephakamisa isimo sabo somkhiqizo we-inthanethi.

Ukwakha umkhiqizo wokunethezeka okuku-inthanethi kudinga ukuthi uqonde ukuthi abantu abanethonya ku-niche yakho bawubuka kanjani umkhiqizo wakho, ngeso lokuthi bese usebenzisana nabangcono kakhulu. Ukuvumela kwabo nokuhlotshaniswa kwabo kuyisango lokutholwa okukhethekile kanye nezimpawu zesimo phakathi kwezithameli zakho eziqondiwe.

Kubalulekile futhi ukudala okuqukethwe okulangazelelayo ku-inthanethi ukuze ubonise ubuciko bemikhiqizo yakho namagugu. Ungakwenza lokhu ngokusebenzisa ukusebenzisana kwabathonya kanye nokuqukethwe okunegama.

Ibhrendi yewashi likanokusho uPatek Phillipe wenza lokhu ngobuciko ku-Instagram ngezithombe zekhwalithi ephezulu kanye nezindaba ezihehayo ezithutha amakhasimende angaba khona emhlabeni wokunetha nokulangazelela.

Ngokwaluka izinganekwane zesiko, ukusungula izinto ezintsha, nokuzitika, amabhrendi athunga izifiso futhi aqinise isimo sawo njengabahloli besipiliyoni esihle kakhulu.

Ungakwazi futhi ukukhulisa izimpawu zesimo ku-inthanethi ngokwakha i-aura yokushoda kanye nokuhluka ngokweqile. Lokhu kusebenza ngoba kudlala ngemizwa futhi kwenza abantu babe nentshisekelo enkulu kumkhiqizo wakho.

Ake sicabange ngoHermès umzuzwana - iyiphi into eyodwa eyaziwayo abaziwa ngayo?

Uma ubucabanga izikhwama Birkin, uku spot on.

Naphezu kokungakaze kwenziwe ngobuningi, ama-fashionistas angabona i-Birkin iqhele ngekhilomitha. Kungani? Ngoba awuphawu lwesimo sokunethezeka olungantengantengi.

Ukuze kugcinwe isimo esingaqondakali somkhiqizo wabo, u-Hermès wenza isikhwama se-Birkin esingokomfanekiso sitholakale kuphela kumaphesenti amancane wabathengi bezinga eliphezulu okufanele ngokoqobo. uthole It.

Amanye amakhasimende ahlala ohlwini lwabalindile kuze kube iminyaka emithathu futhi achitha imali eningi kweminye imikhiqizo njengoba ebengenza esikhwameni sika-Birkin. “Uma ufuna i-Birkin 25 engabiza cishe u-$10,000, hlela ukusebenzisa imali eningi ukuze uthole isipho,” kubhala uHannah Getahun. I-Business Insider.

Amakhasimende awakwazi uku-oda isikhwama se-Birkin ku-inthanethi, noma. Kuzodingeka bathole umlingani wezentengiso futhi basebenze naye ngokukhethekile, bazise ozakwabo imininingwane yabo eqondile, okungaqinisekisi ukuthi bazothola i-Birkin, kuncane kakhulu kulokho.

Ngakho-ke, akukhona mayelana nokuthi amakhasimende angakwazi yini ukuyikhokhela. Kufanele baqale babe ummeli kaHermès ngaphambi kokuthi bangene “echelon ephezulu.”

Ngokuhlanganisa leli su lokuthengisa nokukhiqizwa nokusabalalisa okulawulwayo, u-Hermès ukhulisa isifiso namaphrojekthi ivelu eliphezulu, okukhulisa uphawu lwesimo somkhiqizo ku-inthanethi nokungaxhunyiwe ku-inthanethi.

Inethiwekhi ngemicimbi yephrofayili ephezulu

Zibandakanye ngentshiseko, futhi wenze inethiwekhi, emicimbini yemboni ukuze uthuthukise ukubonakala nodumo lomkhiqizo wakho. Imicimbi yephrofayili ephezulu inikeza inkundla yokubonisa amaqoqo kanye nokuqinisa isimo somkhiqizo wakho.

Uma ungakwazi ukuhambela le micimbi, mhlawumbe ngenxa yesithiyo esikhulu sokungena, sebenzisana nohlobo oluzayo olunethezeka olufana nolwakho ukuze wandise amathuba akho.

Kungenjalo, ungabamba iqhaza kubushoshovu bomkhiqizo ukuze uxhumane namakhasimende ngokomzwelo. Ukuze uthole izinhlangano ezingenzi-nzuzo ezihamba phambili, cabangela inhloso yomkhiqizo wakho nokuthi imeleni. Bese, nisebenzisane futhi ninikele kulezi zinhlangano ukuze niqwashise.

Ngokufigqiwe

Isihluthulelo sokwakha umkhiqizo wokunethezeka singaphezu nje kwemikhiqizo yakho. Kufanele uzibophezele kwikhwalithi, usungule ubuwena obahlukanisayo, uxhumane nezithameli zakho ngokomzwelo, usebenzise ukumaketha okusha, ubambe iqhaza emicimbini yemboni, futhi ukwenze impilo yokunethezeka yomjikelezo wonke.

Futhi, khumbula ukuhlela yonke imininingwane eyinkimbinkimbi yomkhiqizo wakho. Lokhu kubandakanya, kodwa akugcini nje, ukuklama nokufaka uphawu, ukuthengisa nokumaketha, futhi okubaluleke kakhulu, isevisi yamakhasimende.

Uma usanda kuqalisa ngokuthenga, vakashela Chovm.com ukuze uxhumane nabahlinzeki bezokuthengisa okunethezeka be-OEM ukusiza ukukhiqiza imikhiqizo yakho ewubukhazikhazi enegama ukuze ucaciswe.