Ngexesha lo bhubhani, iimpahla zemidlalo ziye zaba lukhetho lokuqala lokuba abantu bahlale ezindlini, kwaye ukunyuka kwentengiso ye-e-commerce kuye kwanceda ezinye iimpawu zefashoni ukuba ziphephe ukubethwa ngexesha lobhubhani. Ixesha elifanayo ngo-2019, ngokwefem yokulandelela idatha ehleliweyo. Kwiveki yokuqala ka-Epreli, ukuthengiswa kweetracksuits kunyuke nge-40% eMelika kunye ne-97% eBritane xa kuthelekiswa nexesha elifanayo kunyaka ongaphambili. Ibonisa idatha ye-EarnestResearch, iGymshark Bandier kunye neshishini lenkampani yeempahla zemidlalo lilonke liphucukile kwezi nyanga zidlulileyo.

Ayimangalisi into yokuba abathengi banomdla kwiimpahla ezitofotofo ezisemphetho wefashoni. Ngapha koko, iibhiliyoni zabantu kwafuneka zihlale ekhaya ngenxa yokuvalwa komsebenzi. Iblazer ekhululekileyo inesidima ngokwaneleyo ukuba ingaphatha i-videoconferencing enxulumene nomsebenzi, ngelixa i-tie-dyeIzikipa, luhlazaimiphezulu yezityalokunye neyogaiileggingszonke zinefoto kwimidiya yoluntu kunye neevidiyo zeTikTok ezicela umngeni. Kodwa iliza aliyi koyisa ngonaphakade. Ishishini lilonke - kunye neenkampani ezisesichengeni ngakumbi - kufuneka zifumanise ukuba zingawugcina njani lo mfutho emva kobhubhane.

Ngaphambi kokuqhambuka, iimpahla zemidlalo zazisele zingumthengisi oshushu. I-Euromonitor iqikelela ukuba ukuthengiswa kwempahla yezemidlalo kuya kukhula ngesantya esihlanganisiweyo sonyaka esiphantse sibe yi-5% ngo-2024, okuphinda kabini isantya sokukhula kwentengiso yempahla iyonke. Ngelixa iibrendi ezininzi zirhoxisile ii-odolo ezibekwe kwiifektri ngaphambi kokuvalwa, uninzi lweempawu ezincinci zemidlalo zisanqongophele.

I-SETactive, uhlobo lweempahla zemidlalo oluneminyaka emibini ubudala oluthengisa i-yogaiileggingskwayeimiphezulu yezityalousebenzisa i-"Drop up", isendleleni yokuhlangabezana nethagethi yayo ye-$3m yeentengiso eziphindwe kathathu kunyaka-mali ukuya kuMeyi. U-Lindsey Carter, umseki we-brand, uthi uthengise i-75% yezinto ezingama-20,000 kuhlaziyo lwakhe lwamva nje, olwasungulwa ngo-Matshi 27th - malunga namaxesha asibhozo ngaphezu kwexesha elifanayo ukususela ekubeni inkampani yasekwa.

Ngelixa abarhwebi bempahla yezemidlalo besenokuyiqonda into yokuba abakachatshazelwa ngokupheleleyo ngubhubhane, basajongene nemiceli mngeni ebalulekileyo. Ngaphambi kokuqhambuka, iinkampani ezifana ne-OutdoorVoices bezisele zijongene nemiceli mngeni yezemali eza kuqhubeka nokukhula. Kodwa iinkampani ezikwimo entle azinaxesha lilula nazo. Uqhambuko lunyanzelise uCarter ukuba abeke eshelufini izicwangciso zokwandisa i-SETactive. Umzi-mveliso wakhe waseLos Angeles uvaliwe, kwaye unethemba lokuba imigca emitsha yempahla yezemidlalo kunye nezinye iimveliso eziza kusungulwa kulo nyaka nazo ziyakulibaziseka. "Ndicinga ukuba silahlekelwa ngamakhulu amawaka eedola." Kwaye kwi-brand eqhutywa ngamajelo asekuhlaleni, ukungakwazi ukwenza ifilimu iimveliso ezintsha ngomnye umqobo. I-brand kwafuneka isebenzise i-Photoshop kwi-Photoshop imixholo emidala ibe yimibala emitsha, ngelixa ibalaselisa umxholo owenziwe ekhaya ovela kwi-web celebrity kunye nabalandeli be-brand.

Sekunjalo, abaninzi abaqalayo beempahla zemidlalo banenzuzo yokufumana indawo yedijithali; Ukugxila kwabo kwintengiso yemidiya yoluntu kunye nokuthengisa kwi-Intanethi kubasebenzele kakuhle kwingxaki enyanzelise ukuba iivenkile ezininzi zivale. UBerkley uthi i-Live the process iwuphindaphinde kabini umxholo oveliswe ngumsebenzisi kwezi veki zimbalwa zidlulileyo, nto leyo athi ibangelwa kukwanda komxholo we-Instagram Live kunye nosaziwayo bewebhu abasebenzayo abasebenza kwiimpahla zophawu.

Iimpawu ezininzi, ukusuka kwi-Gymshark ukuya kwi-Alo yoga, ziye zaqala ukusasaza ukusebenza kwazo kwimidiya yoluntu.Ngexesha leveki yokuqala yeLululemon yokuvalwa kwevenkile eYurophu naseNyakatho Melika, phantse abantu abayi-170,000 babukele iiseshoni zayo ezibukhoma kwi-Instagram. Ezinye iibrendi, eziquka iSweaty Betty, ekwabanjelwe kuyo iqulethe itheraphisti kunye nomboniso wokupheka wedijithali q&a.

Ngokuqinisekileyo, kuzo zonke iinkampani zempahla, iimpahla zezemidlalo zikwimeko ekhethekileyo yokubandakanya kwincoko malunga nempilo kunye nokuphila kakuhle okuya kukhula ekuthandeni. I-SETactive's Carter ithi ukuba iibrendi zimamela abathengi bedijithali ngeli xesha, imeko yabo iya kuqhubeka nokunyuka kwaye iibrendi ziya kuchuma emva kokuqhambuka kokudlula.

“Kwakhona kufuneka balumke bangagxili ekuthengiseni imveliso, kodwa baqonde ngokwenene into efunwa ngumthengi,” utshilo. Nje ukuba oku kuphelile, yiyo loo nto umfutho ugcinwa.”