Munguva yedenda, zvipfeko zvemitambo zvave sarudzo yekutanga yekuti vanhu vagare mudzimba, uye kuwedzera kwekutengesa e-commerce kwakabatsira mamwe mafashoni emhando kuti arege kurohwa panguva yedenda. Uye mwero wekutengesa kwembatya munaKurume wakawedzera 36% kubva nguva imwe chete muna 2019, maererano nekambani yekutevera data Yakagadziriswa. Musvondo rekutanga raKubvumbi, kutengesa kwema tracksuits kwakakwira ne40% muAmerica uye 97% muBritain zvichienzaniswa nenguva yakafanana gore rapfuura. EarnestResearch data inoratidza, Gymshark Bandier uye bhizinesi rekambani yezvipfeko zvemitambo rakaita nani mumwedzi yapfuura.

Hazvishamisi kuti vatengi vanofarira zvipfeko zvakanaka zviri pamucheto wefashoni. Mushure mezvose, mabhiriyoni evanhu aifanira kugara pamba nekuda kwekurambidzwa. Iyo blazer yakagadzika yakadzikama zvakakwana kubata-ine chekuita nebasa videoconferencing, ukuwo tie-dhayiT-shirts, palecrop topuye yogaleggingsese ane photogenic mune zvemagariro midhiya zvinyorwa uye TikTok kupikisa mavhidhiyo. Asi masaisai haasati achizokunda nokusingaperi. Indasitiri yakazara - uye makambani ari munjodzi kunyanya - anofanirwa kufunga kuti angachengetedza sei kusimudzira uku mushure medenda.

Kusati kwatanga, zvipfeko zvemitambo zvaive zvatove kutengesa zvinopisa. Euromonitor inofungidzira kuti kutengeswa kwezvipfeko zvemitambo kuchakura pamwero wepagore ungangoita 5% panosvika 2024, zvakapetwa kaviri mwero wekukura kwemusika wembatya. Nepo mhando dzakawanda dzakadzima maodha akaiswa nemafekitori kusati kwavharwa, mhando dzakawanda dzemitambo midiki dzichiri kushomeka.

SETactive, ane makore maviri ekuberekwa zvipfeko zvemitambo brand inotengesa yogaleggingsuyecrop topuchishandisa "Drop up", iri munzira yekusangana neyayo madhora mazana matatu emadhora ekutengesa zvakapetwa katatu mugore remari kusvika Chivabvu. Lindsey Carter, muvambi werudzi urwu, anoti akatengesa makumi manomwe neshanu muzana ezvinhu zviuru makumi maviri neshanu mune yake yazvino, iyo yakatangwa munaKurume 27 - kanokwana kasere kupfuura panguva yakafanana kubvira pakavambwa kambani.

Nepo vezvipfeko zvemitambo vangaonga kuti havasati vabatwa zvizere nedenda iri, vachiri kutarisana nezvinetso zvakakomba zviri mberi. Kusati kwatanga, makambani akaita seOutdoorVoices anga atotarisana nematambudziko emari ayo acharamba achikura. Asi makambani ari muchimiro chakanaka haasi kuwana nguva iri nyore zvakare. Kubuda uku kwakamanikidza Carter kuvhara hurongwa hwekuwedzera SETactive. Fekitori yake yekuLos Angeles yakavhara, uye anotarisira kuti mitsetse mitsva yezvipfeko zvemitambo nezvimwe zvigadzirwa zvichaparurwa gore rino zvichanonoka zvakare. "Ini ndinofunga kuti tiri kurasikirwa nemazana ezviuru zvemadhora." Uye kune mhando inofambiswa nesocial media, kusakwanisa kuita mafirimu matsva ndechimwe chipingamupinyi. Iyo mhando yaifanira kushandisa Photoshop kuPhotoshop chekare zvemukati kuita mavara matsva, uku ichiratidzira zvemumba zvemukati kubva pawebhu mukurumbira uye mafani emhando.

Zvakadaro, mazhinji emitambo yekutanga-ups ane mukana weiyo digital localisation; Kutarisa kwavo pasocial media kushambadzira uye kutengesa online kwakavashandira mudambudziko iro rakamanikidza zvitoro zvakawanda kuvhara. Berkley anoti Rarama Iyo Maitiro yakawedzera zvakapetwa kaviri-yakagadzirwa nevashandisi mumavhiki mashoma apfuura, iyo yaanoti inokonzerwa nekuwanda kwe Instagram Live zvemukati uye ane fashoni mukurumbira wewebhu anoshanda ari muhembe dzemhando.

Zvigadzirwa zvakawanda, kubva kuGymshark kusvika kuAlo yoga, zvakatanga kurarama-kutenderera kushanda kwavo pasocial media.Mukati mevhiki yekutanga yeLululemon yekuvharwa kwezvitoro muEurope neNorth America, vanhu vanoda kusvika 170,000 vakatarisa maitiro ayo ehupenyu pa Instagram. Mamwe mabhurendi, anosanganisira Sweaty Betty, akachengetwa zvakare ane murapi uye yekubika kuratidzira digital live q&a.

Zvechokwadi, pamakambani ose ezvipfeko, zvipfeko zvemitambo zviri munzvimbo yakasiyana-siyana yekuita hurukuro pamusoro pehutano uye hutano hunongowedzera mukurumbira. SETactive's Carter inoti kana mabhureki akateerera vatengi vedhijitari panguva ino, chimiro chavo chicharamba chichikwira uye mhando dzichabudirira mushure mekuputika kwapfuura.

"Vanofanirawo kungwarira kuti vasangotarisa nezvekutengesa chigadzirwa, asi kuti vanyatsonzwisisa izvo mutengi anoda," akadaro. "Kana izvi zvangopera, ndosaka simba richichengetwa."