Iyo bigeze ku bicuruzwa bizwi cyane kandi bigezweho ku isi muri uyu mwaka, Skims rwose iri kurutonde.
Nibirango "byamamare kumurongo wa mbere" Kim Kardashian, kuva icyo gihe na Fendi, Swarovski bakora ibintu byinshi, kandi ubufatanye bwa NBA bwinjiye mumikino. Ikirenze ibyo, nk'ikimenyetso cyashinzwe mu 2019, Skims yageze ku gaciro ka miliyari enye z'amadolari, kurusha imideli y'imyambarire Tom Ford ndetse n'ikimenyetso cyo hanze cya Patagonia, ndetse n'ikinyamakuru Time cyagaragaje ko ari "imwe mu masosiyete akomeye."
Ubu, Skims nayo igwa bucece kurubuga rusange. Muri icyo gihe, byahindutse kandi gushakishwa mu mahanga kugura ibicuruzwa, ndetse bikurura amaduka amwe n'amwe yo mu ruganda rw'imyenda gutangiza "icyitegererezo cyo gusimbuza igorofa." Ubu bushyuhe ntibushobora gutuma abantu bibaza niba gusunika ukuboko nkana, cyangwa byazanye "kugabanya ibipimo"?
Bavuga ko haba mu gihugu cyangwa mu mahanga, imiyoboro itukura y'urusobe ntizigera iba imbonekarimwe, ariko inyinshi muri zo ni igihe gito. Ni ukubera iki Skims yatsinze kandi ikundwa cyane na rubanda ndetse n’isoko ry’imari? Iyo label yicyamamare ya enterineti ikuweho, niyihe mpamvu yo gutsinda kwa Skims?
Ibintu byamamare kuri interineti bimaze igihe kinini, ariko ijipo irashobora kwitwa "Imana yambara" kandi igaragara ku mbuga nkoranyambaga zo mu gihugu ndetse n’amahanga, bigaragara ko atari ibintu byoroshye.
Umunyamerika w’icyamamare kuri televiziyo Kim Kardashian witwa Skims yashyizwe ahagaragara muri Nzeri 2019, kandi imurikagurisha rimaze imyaka irenga itatu rimaze kugera kuri miliyoni 400 z’amadolari yo kugurisha mu 2022. Umwaka ushize, abashoramari bahaye agaciro kayo miliyari 3.2.
Kim Kardashian hagati yambaye SKIMS. Mu mikino Olempike ya Tokiyo no mu mikino Olempike yabereye i Beijing, abasore SKIMS batoranijwe nk’imyenda y'imbere yagenewe ikipe y'igihugu ya Leta zunze ubumwe za Amerika, yateje ibiganiro bishyushye muri kiriya gihe;
Mu 2021, urukurikirane rwa "Fendi x Skims" rumaze igihe kinini rushyizwe hamwe rwitwa capsule rwasohoye kumugaragaro LOOK yuzuye itangira kugurisha. Ibi birashobora kuvugwa ko aribwo buryo bwo hejuru bwo mu rwego rwo hejuru Fendi kugeza ubu kugerageza gufatanya cyane. Ubufatanye bwa Fendi na SKIMS bwafunguye intambwe nshya yo kwamamaza, kandi SKIMS nayo yagaragaye kumugaragaro mumyambarire yimyambarire, kandi agaciro kayo karigaragaza.
Mu Gushyingo muri uwo mwaka, Kardashian yatangaje ko SKIMS izinjira vuba ku isoko rya Aziya, guhera mu Bushinwa no gufungura amaduka agaragara muri Shanghai na Hong Kong.
Mu 2022, SKIMS yashyizwe ku rutonde "Amasosiyete 100 akomeye muri 2022" yasohowe n'ikinyamakuru Time, hamwe n'abayobozi b'inganda nka Apple, Amazon na Balenciaga.
SKIMS irateganya gufungura ububiko bwayo bwa mbere i Los Angeles mu gice cya mbere cya 2024, hagakurikiraho ububiko bwa kabiri bwamamaye i New York. Nk’uko byatangajwe na Jens Grede, washinze kandi akaba n'umuyobozi mukuru wa SKIMS, ati: "Kimwe na Apple na Nike, mu gihe kiri imbere hazaba iduka rya Skims ahantu hose ku isi."
Ntakintu gishya munsi yizuba, ibyamamare bya enterineti bitangira ibicuruzwa byabo, kandi ntibisanzwe ko imbuga nkoranyambaga zikora ikirango kizwi. Nyamara, ntanubwo kwamamaza, ndetse na miliyoni amagana yabakurikira imbuga nkoranyambaga, bishobora gukora ikirango cya miliyari y'amadolari mu gihe kitarenze imyaka itanu.
Intsinzi ya SKIMS ntishoboka guhanura, ariko hariho ibimenyetso. Kuva kumurongo wicyamamare kuri enterineti kugeza "kwisi 100 yambere kwisi", uyumunsi turasesengura uko ibicuruzwa bya SKIMS numuhanda wo kwamamaza bigenda!
1.Imyenda y'imyenda n'imyenda isabwa isoko irakomeye
Ubwiyongere bw'imyenda y'imyenda n'imyenda y'imbere bikomeza gukomera, kandi abaguzi ku isi bakomeje gukomera.
Nk’uko ubushakashatsi bwakozwe na Allied Market bubitangaza, biteganijwe ko isoko ry’imyenda y’imbere ku isi rizagera kuri miliyari 325.36 z’amadolari yo kugurisha mu 2025, kandi ibicuruzwa byo mu gihugu, byumva ko ari isoko ry’isoko, byatangiye kohereza ubucuruzi mu mahanga.
Nyuma yuko ibicuruzwa byinshi byimbere mu gihugu nko imbere no hanze ndetse nigitoki imbere bimaze gukura kugera ku mubare runaka, batangiye no gushakisha amasoko yo hanze no gushaka isoko rishya.
Urebye ku baguzi, ibyinshi mu icapiro no gushushanya inganda zimbere zimbere zishingiye ku mubiri usanzwe, ariko ntabwo abagore bose bafite umubiri wuzuye w’abamarayika ba Secret ba Victoria; Guhinduka kuva kunezeza abandi no kwishimisha byazanye ibintu bishya kumasoko y'imbere.
2.Ni ubuhe buhanga bwa SKIMS muri aimyambarire?
Ikirangantego cyumwimerere kuri SKIMS cyavuye mubibazo Kim yishakiye mugushakisha ibicuruzwa bikwiye byo gushushanya no kudoda, nuko ashushanya kandi akora imyenda yimyenda yifuzaga wenyine muburyo butandukanye nko guhitamo imyenda, gukata no kudoda, no gusiga irangi.
(1) Noneho niki kidasanzwe kuri SKIMS?
01 Harimo urutonde rwamabara nubunini
Ikirangantego cya SKIMS ni "Ibisubizo kuri buri mubiri" Nkuko Ubwiza Bwiza bwatangije SKIMS, umusingi mu bicucu 40, byibanze ku kudahuza kuva mu ntangiriro.
Byinshi mubicuruzwa byimyenda ya SKIMS biboneka mubicucu icyenda bitandukanye byambaye ubusa, bikubiyemo ubunini bwinshi kuva xx kugeza 4x, kugirango bikemure abakiriya bafite imiterere yuruhu nuburyo butandukanye.
02 Wibande ku ihumure
SKIMS ikozwe mu budodo bworoshye na velheti ya elastike, ishobora kwambarwa murugo kandi bisanzwe. Birashobora kuvugwa ko imyambarire yimyambarire hamwe nuburambe bwuruhu byahujwe. Mugihe cyicyorezo, kugurisha SKIMS byiyongereye kubera guhuza ihumure na chic.
Ubwiza bwa Kim wenyine bugaragarira neza mubicuruzwa bya SKIMS, hamwe nibara ryisi rihuye hamwe nubudozi bwa crisp, byose byerekana ubwiza bwa minimalistique buranga agaciro.
03 Hindura ibisobanuro byimyenda nimbibi zigihe
SKIMS kabuhariwe mu guhuza imipaka yimyenda y'imbere, imyenda yo kwambara no kwambara murugo, ikomatanya igishushanyo mbonera cyikoranabuhanga hamwe nibyiza birambye.
Mubihe byashize, imyenda yimyenda yari imeze nkimyenda yabujijwe kandi itavugwaho rumwe kwambara, ariko SKIMS yahinduye imyenda yimyenda ihinduka urugo rushobora kwambarwa murugo, biha abaguzi igisubizo cyiza, gitandukanye kandi gifite umutekano, cyamenyekanye na benshi.abagore.
Twabibutsa ko umurongo wibicuruzwa bikungahaye kuri SKIMS nabyo byiza byihariye. Kugeza ubu, ibicuruzwa bya SKIMS bitwikiriye imyenda y'imbere, imwe, imyenda, pajama, imyenda yo hanze, ipantaro,imyenda, imyenda yo kuboha nibindi byiciro, kandi umwaka ushize nabwo yinjiye munzira yo koga, yatangijwe nigitambara cyumye vuba nibikoresho bisubirwamo bikozwe muri bikini yuzuye nini nibindi bicuruzwa, kugirango SKIMS igire amahitamo meza kandi yamenetse cyane.
3.Ni gute wakora ibicuruzwa byamamaza Kardashian, ninde mwiza mu kwamamaza?
Ugereranije n'ibirango by'imyenda gakondo nk'ibanga rya Victoria rirwanya imyanya, SKIMS yakomeje imbaraga kuva yatangira kandi ikomeza umubano wa hafi n'ibisekuru bishya by'abaguzi. Hamwe nabakurikira miliyoni 360 bakurikira Instagram, uwashinze Kim ntabwo asanzwe azana imenyekanisha ryinshi kurirango, ahubwo akoresha imbaraga ze mugukurikirana ibintu bikomeye byo kwamamaza.
Aho Kim Kardashian yitwaye neza mu kwamamaza ni uko adakoresha amafaranga mu kwamamaza gakondo, ahindukirira imbuga nkoranyambaga zikurikira. Urubyiruko rufite isi, ishobora guteza ubushyuhe mu baguzi bakiri bato, bashobora kumenya uburenganzira bwo kuvuga ku isoko.
Mugihe ushobora kwitega ko abagabo bageze mu kigero cyo hagati bamubera abafana be nyamukuru, miliyoni zabafana ba Kim Kardashian mubyukuri ni abagore bafite hagati yimyaka 15 na 55. Umugore akunda kwitegereza imibereho ye, uko akoresha amafaranga, aho yagiye mukiruhuko, iki yambara. Benshi muri aba bafana ni abayoboke bimyambarire ye nuburyo bwe, kandi nabo bakoresha imbuto za SKIMS.
Kugeza ubu, SKIMS ifite abayoboke barenga miliyoni 6.7 ku mbuga nkoranyambaga, Harimo miliyoni 5.1 zikurikira Instagram, abayoboke ba Twitter 118.000, abakurikira Facebook 391.000, abafatabuguzi ba Pinterest 19.500, abafatabuguzi ba YouTube 35,900 na TikTok miliyoni 1.1.
01 Gufatanya n'ibyamamare gufata imbuga nkoranyambaga
Imwe mumbaraga zikomeye ziranga SKIMS ni Kim ubwe.
Ukurikije imbaraga ze, ikirango cyo gutangiza gishobora kubona amahirwe menshi yo kwamamaza kugirango dufatanye ninyenyeri mugihe cyambere; SKIMS yakoranye n'ibyamamare nka Snoop Dogg, Rosalia, Chelsea Handler, Brooke Shields, Juliette Lewis, Becky G, Cassie, na Indya Moore. Abandi batumiye supermodels yibanga ya Victoria, abaririmbyi kurasa amashusho yamamaza, bitera impungenge.
Kurugero, vuba aha SKIMS yatumiye raye, icespice yumukobwa uzwi cyane icespice nabandi baririmbyi ninyenyeri kugirango barase urukurikirane rushya rwamamaza.
SKIMS ikoresha kandi imbaraga zicyamamare mugucuruza ibyabaye. Ikirangantego cy’umunsi w'abakundana muri uyu mwaka cyatumiye Simona Tabasco na Beatrice Granno bo muri televiziyo izwi cyane yo muri Amerika yitwa "White Lotus Resort" kugira ngo barase iri tsinda rya "Abakunzi b'umunsi w'abakundana" kuri SKIMS, kandi ubushyuhe bwumvikana na SKIMS.
Byongeye kandi, Kim ubwe ni roho ya SKIMS, ntabwo ari we washinze gusa, ahubwo ni n'umuvugizi wemeza cyane ikirango.
Yandika kenshi ku mbuga nkoranyambaga, akerekana ibicuruzwa bye kandi akongeraho ukuri no kubazwa ibyo birango, kimwe n'uruhare Rihanna yakoranye na Fenty. Umuryango wa Kardashian ninshuti zicyamamare nazo zikunze kwambara SKIMS kumafoto yumuhanda, mubyukuri kwagura ingaruka yikimenyetso binyuze muruziga.
(Rihanna) Nka Fenty. Umuryango wa Kardashian ninshuti zicyamamare nazo zikunze kwambara SKIMS kumafoto yumuhanda, mubyukuri kwagura ingaruka yikimenyetso binyuze muruziga.
02 InyubakoSKIMSnk'ifaranga
SKIMS ikurura ibitekerezo byabagore batabarika. Kugeza ubu, videwo nka "SKIMS isuzuma" ikungahaye cyane kuri Youtube na Tik-Tok, kandi SKIMS yahindutse "ijambo ryibanga ry'umuhanda" mu banyarubuga bo mu mahanga, imbuga nkoranyambaga ndetse na videwo.
Imyaka ibiri irashize, amashusho yimiterere ya SKIMS ageze kuri miliyoni 10 kuri ubu. Vuba aha, SKIMS zimwe murukurikirane rushya rwa videwo ikwiye kandi isuzuma nayo imaze kubona amamiriyoni mu mezi abiri. Urubuga ruzwi cyane rwo kugabana ibyatsi mubushinwa, Igitabo gito gitukura, shakisha gusa "SKIMS", hari ibihumbi icumi byisuzuma nyabyo byo kugabana.
Iyo SKIMS imaze kuba inzira idasubirwaho, byanze bikunze abakobwa bakiri bato kurubuga rusange bazanyunyuzwa muri iyi myambarire yimyambarire, kandi mubisobanuro byinshi, Amway n'ibyatsi, gushakisha SKIMS n'amabwiriza byageze ku iterambere ryinshi.
03 Weave Tik Toker urusobe rwibikorwa
Kimwe mu bikoresho byamamaza imbuga nkoranyambaga za SKIMS ni impinduka, hamwe ningabo zukuri zabakora ibintu kurubuga rusange.
Muburyo bwa TikTok, buri TikTok kumuyoboro wa SKIMS izaba ifite KOL yerekana amashusho yerekana ibicuruzwa biheruka gusohoka, yerekana uburyo bwo gutunganya ibicuruzwa, kuvuga SKIMS bakunda, cyangwa gutumira abafana kwitabira GRWM (ubwoko bwibirimo amashusho asa gukaraba amashusho).
Ibirimo birerekanwa munsi yikimenyetso cya @skims, byerekana ko videwo yoherejwe kumurongo kugirango itangwe, hanyuma ikaranga uwashizeho, igafasha imikoranire na vlogger murubu buryo.
04 Kwamamaza Ingingo
SKIMS mubisanzwe nayo ikina ibicuruzwa byamamaza, TikTok ntabwo ifite #SKIMS izwi cyane, ahubwo ifite nibindi bicuruzwa byihariye nka #SKIMStryon, #SKIMSswim na #SKIMShaul, ndetse na #SKIMSdress.
Ukoresheje igituba kurubuga rusange, urashobora gukoresha byoroshye urujya n'uruza rwakurikiyeho, kubera ko abakoresha bakurikira iyo ngingo bashobora kubona byoroshye ibintu byose bikoresha igituba. Gusubiramo igituba runaka nabyo ni virusi cyane, nyuma ya byose, abakoresha urubuga nka tik tok, instgram, na YouTube bazigana hashtags izwi cyane.
Ibyabaye kuri Kim Kardashian biratangaje cyane, ariko ntamuntu ushobora guhakana impano ye yo kwamamaza. SKIMS ni iy'ikirango cyavukiye i Roma kuko gishyigikiwe na Kim, umuyobozi w'isi yose; Kubwibyo, ubwoko bumwe bwimyenda yimbere yinyanja ntizashobora kwinjira mumahanga wandukuye burundu ingamba zo kwamamaza za SKIMS, ariko ntihabuze ibitekerezo byamamaza bishobora gukoreshwa mubisobanuro.
4.Ibisobanuro byinshi biranga DTC
Mugihe ibirango byinshi bitari inyuma yabashinze bazwi kandi bakomeye nka Kardashian, ibitekerezo bya marketing bya SKIMS birakwiye gusesengura ibirango by'imyenda yo mu nyanja:
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Mu bihe byashize, abaguzi "badasanzwe" bari inzovu mucyumba, ntibakunze kugaragara cyangwa kwirengagizwa nkana n'ibirango. Noneho, igitekerezo cyimibereho yo kwibohora kwabagore nigitekerezo cyiza cyiza cyo kwishyira hamwe gishyigikirwa nibirango bifatika kumasoko yubucuruzi. Imyenda yimyenda / imyenda yimbere ihagarariwe na SKIMS na Savage x Fenty yakira byimazeyo abakoresha imiterere itandukanye nuburinganire bwirengagizwa nibirango byimbere yimbere. Hamwe nimbaraga zibicuruzwa byo guca amateka kugirango umubiri wa satani utunganijwe neza. Hamwe ningaruka zurusobe rwo hejuru rutukura, rukuze rwamamaza rukuze, ubwami bwa SKIMS kuva muribi.
(2) Koresha imbaraga ubifashijwemo nabandi:
Ibicuruzwa bifite ingengo yimari ihagije birashobora guhitamo gukorana na Kols yubunini butandukanye, kwemeza matrix yumutuku wumuntu wamamaza, uhereye kumutwe mukuru, KOL kugeza TikTok hamwe nizindi mbuga, ugahitamo abantu bahura nibirango, bakora ubufatanye butandukanye, kandi byihuse ikirango gishobora kuba ingufu.
Niba nta nyenyeri itemba, birakenewe cyane gukoresha imbaraga za KOL. SocialBook ifite miliyoni 16 + z'ibyamamare bituruka muri Amerika y'Amajyaruguru, Uburayi, Amerika y'epfo, Aziya y'Amajyepfo y'Uburasirazuba, Ositaraliya na Nouvelle-Zélande, Uburasirazuba bwo hagati ndetse n'utundi turere umunani ku isi, birimo ikoranabuhanga, e-ubucuruzi, imikino, imari, ubwiza, imyambarire, urugo, imbuga nkoranyambaga, ibiryo, ubukerarugendo nizindi nganda nyinshi, kugirango utange ikirango cyawe na serivise zamamaza hanze.
Igihe cyo kohereza: Nzeri-10-2024
