Inta lagu jiro cudurka faafa, dharka isboortiga ayaa noqday dooqa koowaad ee dadku ku joogaan gudaha, kororka iibka e-commerce ayaa ka caawiyay qaar ka mid ah noocyada moodada inay ka fogaadaan inay ku dhuftaan inta lagu jiro cudurka. Isla muddadaas 2019, sida ay sheegtay shirkadda dabagalka xogta Edited. Toddobaadkii ugu horreeyay ee Abriil, iibka dharka dharka ayaa kor u kacay 40% Ameerika iyo 97% gudaha Ingiriiska marka la barbar dhigo isla muddadaas sanad ka hor. Xogta EarnestResearch waxay muujinaysaa, Gymshark Bandier iyo guud ahaan shirkadda dharka-ciyaaraha ganacsigooda ayaa horumaray bilihii la soo dhaafay.

La yaab maaha in macaamiishu ay xiiseeyaan dharka raaxada leh ee ku yaal cirifka moodada. Ka dib oo dhan, balaayiin dad ah ayaa ku qasbanaaday inay guryahooda joogaan mamnuucida awgeed. Blazer raaxo leh ayaa ku filan inuu maareeyo wada-hadalka fiidyaha ee shaqada la xiriira, iyadoo dheeha-dheele ahfunaanado, cirrodalagga dushoodaiyo yogalugahaDhammaantood waa sawir-qaade qoraallada warbaahinta bulshada iyo fiidiyowyada tartanka TikTok. Laakiin mowjadu weligeed ma adkaan doonto. Warshadaha guud ahaan - iyo gaar ahaan shirkadaha nugul - waxay u baahan yihiin inay ogaadaan sida loo sii wadi karo cudurkan ka dib.

Kahor inta uusan dillaacin, dharka isboortiga ayaa horeyba u ahaa iibiye kulul. Euromonitor ayaa saadaalisay in iibka dharka ciyaaruhu uu ku kori doono qiime isku dhafan oo sanadle ah oo ku dhow 5% marka la gaaro 2024, taasoo laba jibaareysa heerka kobaca suuqa guud ee dharka. In kasta oo magacyo badan ay baajiyeen amarada lagu soo rogay warshadaha ka hor xannibaadda, noocyo badan oo isboorti oo yaryar ayaa weli gabaabsi ah.

SETActive, sumad labbada-sano jir ah ee dharka-ciyaaraha oo iibisa yogalugahaiyodalagga dushoodaiyadoo la isticmaalayo "Drop Up", waxay ku socotaa wadadii ay ku gaari lahayd bartilmaameedkeeda iibka $3m ee saddex laabashada iibka sanad maaliyadeedka ilaa May. Lindsey Carter, aasaasaha sumadda, ayaa sheegtay in ay iibisay 75% 20,000 oo walxood oo casriyaynteeda u dambaysay, kaas oo la bilaabay 27-kii March - qiyaastii siddeed jeer in ka badan intii lagu jiray muddadaas tan iyo markii shirkadda la aasaasay.

In kasta oo noocyada dharka-ciyaaraha laga yaabo in ay qadariyaan in aanay wali si buuxda u saamayn cudurka, haddana waxa ay wajahayaan caqabado waaweyn oo soo socda. Kahor inta uusan dillaacin, shirkadaha sida OutdoorVoices waxay durba la kulmeen caqabado dhaqaale kuwaas oo kaliya sii wadi doona inay koraan. Laakiin shirkadaha qaabkoodu wanaagsan yahay sidoo kale ma helaan waqti fudud. Faafida ayaa ku qasabtay Carter inuu hakiyo qorshayaasha lagu ballaarinayo SECActive. Warshadeeda Los Angeles waa la xidhay, waxayna rajaynaysaa in khadadka cusub ee dharka isboortiga iyo alaabada kale ee la soo saari doono sanadkan ay sidoo kale dib u dhici doonaan. "Haddii tani ay sii socoto dhawrka bilood ee soo socda, aad ayay noo saamayn doontaa," ayay tidhi. "Waxaan u maleynayaa inaan lumineyno boqollaal kun oo doolar." Iyo astaanta ay wadaan baraha bulshada, awood la'aanta filimaanta alaabada cusub waa caqabad kale. Astaantu waxay ahayd inay u isticmaasho Photoshop si ay u isticmaasho Photoshop nuxurkii hore midabyo cusub, iyada oo la muujinayo waxyaabaha guriga lagu sameeyo ee caanka ka ah shabakada iyo taageerayaasha astaanta.

Weli, qaar badan oo ka mid ah bilawga dharka isboortiga ayaa faa'iido u leh degaanka dhijitaalka ah; Diirada ay saarayaan suuqgeynta warbaahinta bulshada iyo iibinta khadka tooska ah ayaa si wanaagsan ugu adeegtay xiisadda ku qasabtay inta badan dukaamada in la xiro. Berkley waxa ay leedahay Live hab-socodka ayaa labanlaabmay nuxurka isticmaale-ku-jirkiisa dhawrkii toddobaad ee la soo dhaafay, taas oo ay u nisbisay kororka waxyaabaha ku jira Instagram Live iyo caanka caanka ah ee shabakada ka shaqeeya ee dharka astaanta.

Noocyo badan, laga bilaabo Gymshark ilaa Alo yoga, ayaa bilaabay inay si toos ah u soo bandhigaan jimicsigooda warbaahinta bulshada.Intii lagu jiray todobaadkii ugu horreeyay ee Lululemon ee dukaamada la xiray ee Yurub iyo Waqooyiga Ameerika, ku dhawaad ​​170,000 oo qof ayaa daawaday kulamadeeda tooska ah Instagram. Noocyada kale, oo ay ku jiraan dhididka Betty, ayaa sidoo kale lagu hayaa ka kooban yahay daaweeyaha iyo cunto karinta q&a toos ah.

Dabcan, dhammaan shirkadaha dharka, noocyada ciyaaraha isboortiga ayaa ku jira meel gaar ah si ay ula falgalaan wadahadal ku saabsan caafimaadka iyo fayoobaanta oo kaliya oo koraya caannimada. SECActive's Carter wuxuu leeyahay haddii summadaha ay dhegaystaan ​​macaamiisha dhijitaalka ah muddadan, xaaladdoodu waxay sii wadi doontaa inay kor u kacdo oo summaduhu way kobci doonaan ka dib marka uu cudurku dillaaco.

"Sidoo kale waa inay ka taxadaraan oo kaliya inay diirada saaraan iibinta alaabta, laakiin si dhab ah u fahmaan waxa macaamilka rabo," ayay tiri. "Marka tani dhammaato, waa sababta xawliga loo sii wado."