Phakathi nalolu bhubhane, izingubo zemidlalo sekuyisinqumo sokuqala sokuthi abantu bahlale ezindlini, futhi ukwanda kokuthengiswa kwe-e-commerce kusize ezinye izinhlobo zemfashini ukuthi zigweme ukushaywa phakathi nalolu bhubhane. Futhi izinga lokuthengiswa kwezingubo ngoMashi lenyuke ngo-36% ngesikhathi esifanayo ngo-2019, ngokusho kwenkampani yokulandelela idatha i-Edited. Ngesonto lokuqala lika-Ephreli, ukuthengiswa kwama-tracksuits kukhuphuke ngo-40% eMelika kanye nama-97% eBrithani uma kuqhathaniswa nesikhathi esifanayo ngonyaka odlule. Imibukiso yedatha ye-EarnestResearch, i-Gymshark Bandier kanye nebhizinisi lilonke lenkampani yezingubo zemidlalo liye laba ngcono ezinyangeni ezedlule.

Akumangazi ukuthi abathengi banesithakazelo ezimpahleni ezikhululekile ezisemaphethelweni emfashini. Phela izigidigidi zabantu kwadingeka zihlale emakhaya ngenxa yokuvinjelwa. I-blazer enethezekile ihloniphekile ngokwanele ukusingatha i-videoconferencing ehlobene nomsebenzi, kuyilapho i-tie-dyeIzikibha, phaphaiziqongo zezitshalokanye ne-yogaama-leggingszonke ziyi-photogenic kokuthunyelwe kwezokuxhumana kanye namavidiyo enselelo ye-TikTok. Kodwa igagasi ngeke linqobe phakade. Imboni iyonke - kanye nezinkampani ezisengozini ikakhulukazi - zidinga ukuthola ukuthi zingawugcina kanjani lo mfutho ngemuva kwalolu bhubhane.

Ngaphambi kwalesi sifo, izingubo zezemidlalo zase zingumthengisi oshisayo. I-Euromonitor ibikezela ukuthi ukuthengiswa kwezingubo zemidlalo kuzokhula ngenani elihlanganisiwe lonyaka elicishe libe ngu-5% ngo-2024, okuphinda kabili izinga lokukhula kwemakethe yonke yezingubo. Ngenkathi izinhlobo eziningi zemikhiqizo zikhansele ama-oda afakwe ezimbonini ngaphambi kokuvinjwa, izinhlobo eziningi zezemidlalo ezincane zisashoda.

I-SETactive, uhlobo lwezingubo zemidlalo oluneminyaka emibili ubudala oluthengisa i-yogaama-leggingsfuthiiziqongo zezitshalokusetshenziswa okuthi “Drop up”, isendleleni yokuhlangabezana nenhloso yayo yokuthengisa engu-$3m yokuthengisa okuphindwe kathathu onyakeni wezimali kuya kuMeyi. ULindsey Carter, umsunguli womkhiqizo, uthi uthengise u-75% wezinto ezingama-20,000 kusibuyekezo sakhe sakamuva, esethulwe ngoMashi 27 - cishe izikhathi eziyisishiyagalombili kunesikhathi esifanayo selokhu kwasungulwa inkampani.

Nakuba izinhlobo zezingubo zemidlalo zingabonga ukuthi azikathinteki ngokugcwele kulolu bhubhane, zisabhekene nezinselele ezinkulu ezisazobhekana nazo. Ngaphambi kokugqashuka, izinkampani ezifana ne-OutdoorVoices bezivele zibhekene nezinselelo zezimali ezizoqhubeka nokukhula. Kodwa izinkampani ezisesimweni esihle nazo azibi nesikhathi esilula. Lokhu kuqubuka kuphoqe uCarter ukuthi abeke eshalofini izinhlelo zokwandisa i-SETactive. Imboni yakhe yaseLos Angeles ivaliwe, futhi uthemba ukuthi imigqa emisha yezingubo zemidlalo neminye imikhiqizo ezokwethulwa kulo nyaka nayo izobambezeleka.” Uma lokhu kuqhubeka ezinyangeni ezimbalwa ezizayo, sizothinteka kakhulu,” kusho yena. “Ngicabanga ukuthi silahlekelwa ngamakhulu ezinkulungwane zamaRandi.” Futhi ohlotsheni oluqhutshwa izinkundla zokuxhumana, ukungakwazi ukuqopha imikhiqizo emisha kungesinye isithiyo. Ibhrendi bekufanele isebenzise i-Photoshop kuya ku-Photoshop kokuqukethwe okudala kube imibala emisha, kuyilapho igqamisa okuqukethwe okwenziwe ekhaya okuvela kosaziwayo bewebhu nabalandeli bomkhiqizo.

Noma kunjalo, abaningi abaqalayo bezingubo zemidlalo banenzuzo yokwenziwa kwasendaweni kwedijithali; Ukugxila kwabo ekukhangiseni ezinkundleni zokuxhumana nasekuthengisweni kwe-inthanethi kubasize kakhulu enkingeni ephoqe izitolo eziningi ukuthi zivalwe. U-Berkley uthi i-Live the Process ikuphindaphinde kabili okuqukethwe kwayo okukhiqizwe ngabasebenzisi emasontweni ambalwa edlule, athi kungenxa yokwanda kokuqukethwe kwe-Instagram Live kanye nosaziwayo bewebhu abasezingeni eliphezulu abasebenza ezingutsheni zomkhiqizo.

Imikhiqizo eminingi, kusukela e-Gymshark kuya ku-Alo yoga, isiqalile ukusakaza bukhoma ukusebenza kwayo ezinkundleni zokuxhumana.Ngesonto lokuqala likaLululemon lokuvalwa kwezitolo eYurophu naseNyakatho Melika, cishe abantu abangu-170,000 babukele izikhathi zayo ezibukhoma ku-Instagram. Amanye amabhrendi, okuhlanganisa no-Sweaty Betty, naye ophethwe aqukethe umelaphi kanye nomboniso wokupheka wedijithali bukhoma q&a.

Yiqiniso, kuzo zonke izinkampani zezimpahla zokugqoka, izinhlobo zezingubo zemidlalo zisesimweni esiyingqayizivele sokuhlanganyela engxoxweni mayelana nempilo nokuphila kahle okuzokhula ekudumeni. I-SETactive's Carter ithi uma imikhiqizo ilalela abathengi bedijithali ngalesi sikhathi, isimo sabo sizoqhubeka nokukhuphuka futhi nemikhiqizo izochuma ngemuva kokudlula kokuqubuka kodlame.

“Kufanele futhi baqikelele ukuthi bangagxili nje ekuthengiseni umkhiqizo, kodwa baqonde ngempela ukuthi umthengi ufunani,” kusho yena. "Uma lokhu sekuphelile, yingakho umfutho ugcinwa."