Zikafika pamitundu yotchuka komanso yapamwamba kwambiri padziko lapansi chaka chino, Skims ali pamndandanda.
Ndiwo "wodziwika bwino kwambiri pa intaneti" a Kim Kardashian, kuyambira pamenepo iye ndi Fendi, Swarovski achita mgwirizano waukulu, ndipo mgwirizano wa NBA unalowa mubwalo lamasewera. Kuphatikiza apo, monga mtundu womwe unakhazikitsidwa mu 2019, Skims yafika pamtengo wa $ 4 biliyoni, kuposa mtundu wa Tom Ford ndi mtundu wakunja wa Patagonia, ndipo ngakhale magazini ya Time idati "imodzi mwamakampani otchuka kwambiri."
Tsopano, Skims ikufika mwakachetechete pama TV apanyumba. Panthawi imodzimodziyo, yakhalanso yogula katundu wogula kunja kwa nyanja, ndipo inakopa ngakhale masitolo ogulitsa zovala za fakitale kuti ayambe "chitsanzo chosinthika chokhazikika." Kutentha izi sizingathandize koma kupanga anthu kudabwa ngati Kankhani dzanja dala, kapena kwenikweni anabweretsa "dimensionality kuchepetsa kuwomba"?
Zimanenedwa kuti kaya ndi zapakhomo kapena zakunja, zofiira zamtundu wa maukonde sizipezeka kawirikawiri, koma zambiri zimakhala zosakhalitsa. Chifukwa chiyani Skims yakhala yopambana komanso yotchuka kwambiri ndi anthu komanso misika yayikulu? Pamene chizindikiro cha anthu otchuka pa intaneti chichotsedwa, nchiyani chomwe chikuchititsa kuti Skims apambane?
Zinthu zotchuka za pa intaneti zakhala zambiri, koma siketi imatha kutchedwa "mavalidwe a Mulungu" ndikuwoneka pama media akuluakulu apanyumba ndi akunja, zomwe mwachiwonekere sizophweka.
American weniweni TV nyenyezi Kim Kardashian's bodysuit brand Skims inayambika mu September 2019, ndipo chizindikirocho, chomwe chakhazikitsidwa kwa zaka zoposa zitatu, chinapeza $ 400 miliyoni pakugulitsa mu 2022. Chaka chatha, osunga ndalama adawona mtengo wa $ 3.2 biliyoni.
Kim Kardashian pakati akuvala SKIMS. M'maseŵera a Olimpiki a Tokyo ndi Masewera a Olimpiki a Zima ku Beijing, a SKIMS achichepere adasankhidwa kukhala mtundu wosankhidwa wa zovala zamkati za timu ya dziko la United States, zomwe zidayambitsa kukambirana kotentha panthawiyo;
Mu 2021, "Fendi x Skims" yomwe idatenthedwapo kale "Fendi x Skims" yodziwika bwino ya kapisozi idatulutsa WOWONA wathunthu ndikuyamba kugulitsa. Izi zitha kunenedwa kuti ndiye mtundu wapamwamba kwambiri wa Fendi mpaka pano kuyesa kopambana kwambiri kopanga chizindikiro. Mgwirizano wa Fendi ndi SKIMS watsegula njira yatsopano yotsatsira, ndipo SKIMS yawonekeranso movomerezeka pamafashoni apamwamba, ndipo mtengo wake umadziwonekera.
Mu Novembala chaka chomwecho, Kardashian adalengeza kuti SKIMS ilowa msika wa Asia posachedwa, kuyambira ku China ndikutsegula masitolo ogulitsa ku Shanghai ndi Hong Kong.
Mu 2022, SKIMS idaphatikizidwa pamndandanda wa "100 Most Influential Companies in 2022" lofalitsidwa ndi Time magazine, pamodzi ndi atsogoleri amakampani monga Apple, Amazon ndi Balenciaga.
SKIMS ikukonzekera kutsegula sitolo yake yoyamba ku Los Angeles mu theka loyamba la 2024, ndikutsatiridwa ndi malo ogulitsira achiwiri ku New York. Malinga ndi Jens Grede, woyambitsa ndi CEO wa SKIMS, "Monga Apple ndi Nike, padzakhala sitolo ya Skims kulikonse padziko lapansi m'tsogolomu."
Palibe chatsopano pansi padzuwa, anthu otchuka pa intaneti amayamba malonda awo, ndipo si zachilendo kuti malo ochezera a pa Intaneti apange chizindikiro chodziwika bwino. Komabe, palibe kuchuluka kwa malonda, ngakhale mazana a mamiliyoni a otsatira ochezera a pa Intaneti, angapange chizindikiro cha madola mabiliyoni pasanathe zaka zisanu.
Kuchita bwino kwa SKIMS sikungatheke kulosera, koma pali zizindikiro. Kuchokera pamtundu wotchuka wapaintaneti mpaka "mitundu 100 yapamwamba padziko lonse lapansi", lero tikusanthula momwe malonda a SKIMS ndi misewu yotsatsa imayendera!
1.Zovala zamkati ndi zowoneka bwino pamsika zimafunikirabe
Kukula kwa mawonekedwe apadziko lonse lapansi ndi zovala zamkati kumakhalabe kolimba, ndipo kufunikira kwa ogula padziko lonse lapansi kumakhalabe kolimba.
Malinga ndi kafukufuku wa Allied Market, msika wapadziko lonse lapansi wa zovala zamkati ukuyembekezeka kufika $325.36 biliyoni pakugulitsa pofika 2025, ndipo zogulitsa zapakhomo, powona mwayi wamsika, motsatizana zayamba kutumiza mabizinesi akunja.
Zinthu zingapo zapakhomo monga zamkati ndi kunja ndi nthochi zamkati zakula mpaka kufika pamlingo wakutiwakuti, ayambanso kufufuza misika yakunja ndi kufunafuna misika yatsopano.
Kuchokera kumalingaliro a ogula, zambiri zosindikizira ndi mapangidwe a malonda a zovala zamkati zachikhalidwe zimachokera ku thupi lachitsanzo, koma si amayi onse omwe ali ndi thupi langwiro la angelo a Victoria Secret; Kusintha kuchoka ku kukondweretsa ena kupita ku kudzikondweretsa kwabweretsa zofuna zatsopano kumsika wa zovala zamkati.
2.Kodi matsenga a SKIMS mu akuvala?
Kudzoza koyambirira kwa SKIMS kudachokera ku zovuta zomwe Kim adakumana nazo popeza zinthu zoyenera kupanga ndi kusoka, motero adapanga ndikupanga yekha zovala zomwe amafunikira kuchokera kuzinthu zosiyanasiyana monga kusankha nsalu, kudula ndi kusoka, ndi utoto.
(1) Ndiye ndi chiyani chapadera pa SKIMS?
01 Kuphatikiza mitundu ndi makulidwe osiyanasiyana
Lingaliro la mtundu wa SKIMS ndi "Mayankho a Thupi Lililonse" Monganso Fenty Beauty adayambitsa SKIMS, maziko mumithunzi 40, idayang'ana kwambiri kuphatikizidwa kuyambira pachiyambi.
Zambiri mwazovala za SKIMS 'core shapewear zimapezeka mumithunzi isanu ndi inayi yamaliseche, zokhala ndi makulidwe angapo kuyambira xxs mpaka 4x, kuti zikwaniritse zosowa za ogula amitundu yosiyanasiyana yakhungu ndi mawonekedwe.
02 Ganizirani za chitonthozo
SKIMS imapangidwa ndi silika wofewa komanso nsalu zotanuka za velvet, zomwe zimatha kuvala kunyumba komanso wamba. Zinganenedwe kuti malingaliro a mafashoni ndi zochitika zapakhungu zimaphatikizidwa. Panthawi ya mliri, kugulitsa kwa SKIMS kudakwera chifukwa cha kuphatikiza kwawo kutonthozedwa komanso kusangalatsa.
Kukongola kwa Kim kumawonekera bwino muzinthu za SKIMS, zofananira ndi mitundu ya dziko lapansi komanso masitayilo owoneka bwino, zonse zikuwonetsa kukongola kocheperako komwe mtunduwo umakonda.
03 Sambani tanthauzo la zovala ndi malire a mwambowu
SKIMS imakhazikika pakuphatikizika kwa malire kwa zovala zamkati, zovala zowoneka bwino ndi zovala zapanyumba, kuphatikiza kapangidwe kaukadaulo wapamwamba ndi chitonthozo chokhalitsa.
M'mbuyomu, zovala zowoneka bwino zinali ngati zovala zodziletsa komanso zotsutsana, koma SKIMS idasandutsa zovala zowoneka bwino zapanyumba zomwe zimatha kuvala kunyumba, zomwe zimapatsa ogula njira yabwinoko, yosiyanasiyana komanso yotetezeka, yomwe yadziwika ndi ambiri.akazi.
Zindikirani kuti mzere wolemera wa SKIMS ndi mwayi wake wapadera. Pakadali pano, zinthu za SKIMS zili ndi zovala zamkati, ma onesi, zovala zowoneka bwino, zovala zogona, zovala zakunja, mathalauza,madiresi, Knitwear ndi magulu ena, ndipo chaka chatha adalowanso m'mayendedwe osambira, omwe adayambitsidwa ndi nsalu yowuma mofulumira ndi zipangizo zowonjezeredwa zopangidwa ndi bikini zazikulu ndi zinthu zina, kotero kuti SKIMS ili ndi chisankho cholemera ndi chosweka kwambiri.
3.Kodi mungapangire bwanji malonda a Kardashian, yemwe ali wabwino kwambiri pa malonda?
Poyerekeza ndi zovala zamkati zachikhalidwe monga Chinsinsi cha Victoria chomwe chimalimbana ndi kuyika chizindikiro, SKIMS yakhala ikuchitapo kanthu kuyambira pomwe idakhazikitsidwa ndipo yakhala ikugwirizana kwambiri ndi m'badwo watsopano wa ogula. Pokhala ndi otsatira 360 miliyoni a Instagram, woyambitsa Kim sikuti mwachibadwa amabweretsa zambiri pamtunduwo, komanso amagwiritsa ntchito chikoka chake kuyendetsa zochitika zamalonda zamphamvu.
Kumene Kim Kardashian amapambana pazamalonda ndikuti samawononga ndalama pazotsatsa zachikhalidwe, m'malo mwake amatembenukira kumawayilesi ake okhulupirika. Achinyamata ali ndi dziko lapansi, omwe angathe kupanga kutentha pakati pa ogula achichepere, omwe amatha kukhala ndi ufulu wolankhula pamsika.
Ngakhale mungayembekezere kuti amuna azaka zapakati akhale mafani ake akuluakulu, mamiliyoni ambiri a Kim Kardashian omwe amamukonda alidi akazi azaka zapakati pa 15 ndi 55. Mayi amakonda kuyang'ana moyo wake, momwe amagwiritsira ntchito ndalama, kumene amapita kutchuthi, zomwe zimamuchitikira. amavala. Ambiri mwa mafaniwa amatsatira zovala ndi kalembedwe kake, komanso amagwiritsa ntchito mbewu za SKIMS.
Mpaka pano, SKIMS ili ndi otsatira opitilira 6.7 miliyoni patsamba lake lochezera, Izi zikuphatikiza otsatira a Instagram miliyoni 5.1, otsatira Twitter 118,000, otsatira Facebook 391,000, olembetsa 19,500 a Pinterest, olembetsa a YouTube 35,900 ndi otsatira TikTok miliyoni 1.1.
01 Gwirizanani ndi anthu otchuka kuti mutenge malo ochezera a pa TV
Mmodzi mwa mphamvu zazikulu za mtundu wa SKIMS ndi Kim mwiniwake.
Pamaziko a chikoka chake, mtundu woyambira ukhoza kupeza mwayi wambiri wamalonda kuti ugwirizane ndi nyenyezi kumayambiriro; SKIMS yagwirapo ntchito ndi anthu otchuka monga Snoop Dogg, Rosalia, Chelsea Handler, Brooke Shields, Juliette Lewis, Becky G, Cassie, ndi Indya Moore. Ambiri ayitanitsa akatswiri angapo a Victoria's Secret, oimba kuti aziwombera otsatsa malonda, zomwe zidayambitsa nkhawa.
Mwachitsanzo, posachedwapa SKIMS idaitana raye, mtsikana wotchuka wa icespice ndi oimba ena ndi nyenyezi kuti awombere zotsatsa zatsopano za mtunduwo.
SKIMS imagwiritsanso ntchito mphamvu zodziwika pakutsatsa zochitika. Mndandanda wamtundu wa Valentine's Day limited chaka chino udayitanitsa Simona Tabasco ndi Beatrice Granno wa mndandanda wotchuka waku America TV "White Lotus Resort" kuti awombere gulu ili la "Valentine's Day blockbusters" la SKIMS, ndipo kutentha kumamveka ndi SKIMS.
Kuphatikiza apo, Kim mwiniyo ndi mzimu wa SKIMS, osati woyambitsa yekha, komanso wolankhulira wokopa kwambiri wa mtunduwo.
Amalemba pafupipafupi pawailesi yakanema, akuwonetsa zomwe adagulitsa ndikuwonjezera zowona komanso kuyankha pamtunduwo, monga momwe Rihanna amachitira ndi Fenty. Banja la Kardashian ndi abwenzi ake otchuka nawonso nthawi zambiri amavala SKIMS muzithunzi zamumsewu, kukulitsa chikoka cha mtunduwo kudzera mubwalo.
(Rihanna) Monga Fenty. Banja la Kardashian ndi abwenzi ake otchuka nawonso nthawi zambiri amavala SKIMS muzithunzi zamumsewu, kukulitsa chikoka cha mtunduwo kudzera mubwalo.
02 NyumbaSKIMSngati ndalama zamagulu
SKIMS ikukopa chidwi cha azimayi osawerengeka. Pakadali pano, makanema monga "SKIMS evaluation" ndiwolemera kwambiri mu Youtube ndi Tik-Tok, ndipo SKIMS yakhala "password" yama blogger akunja, malo ochezera a pa Intaneti ndi makanema.
Zaka ziwiri zapitazo, kanema wa mawonekedwe a thupi la SKIMS afika pa 10 miliyoni pakali pano. Posachedwapa, makanema atsopano a SKIMS oyenerera komanso owunikira apezanso malingaliro mamiliyoni m'miyezi iwiri. Malo otchuka kwambiri ogawana udzu ku China, Red Book yaying'ono, ingofufuzani "SKIMS", pali makumi masauzande akuwunika kwenikweni kuti mugawane.
SKIMS ikasanduka chizolowezi chosatsutsika, ndizosapeweka kuti atsikana achichepere pa malo ochezera a pa Intaneti atengeka ndi fashoni iyi, ndipo mu ndemanga zochulukirapo, Amway ndi udzu, kusaka ndi madongosolo a SKIMS afika kukula kwakukulu.
03 Weave Tik Toker's network of influence
Chimodzi mwazinthu zotsatsira za SKIMS 'social media ndizolimbikitsa, zokhala ndi gulu lankhondo lenileni la opanga zinthu pazama TV.
M'mawonekedwe a TikTok, TikTok iliyonse panjira ya SKIMS idzakhala ndi KOL kuwombera kanema yomwe ikuwonetsa kutulutsidwa kwaposachedwa, kuwonetsa momwe angasinthire malondawo, kukamba za SKIMS zomwe amakonda, kapena kuyitanitsa mafani kuti atenge nawo gawo mu GRWM (mtundu wa kanema wofanana kutsuka mavidiyo).
Izi zikuwonetsedwa pansi pa tag ya @skims, kusonyeza kuti vidiyoyo yatumizidwa ku mtundu kuti ifalitsidwe, kenako imayika wopanga, ndikupangitsa kuti azitha kulumikizana ndi vlogger mu fomu iyi.
04 Mutu Kutsatsa
SKIMS mwachilengedwe imasewereranso kutsatsa kwama tag, TikTok sikuti ili ndi #SKIMS yodziwika bwino yokha, komanso zomwe zili ndizinthu zambiri monga #SKIMSTryon, #SKIMSswim ndi #SKIMShaul, komanso #SKIMSdress.
Pogwiritsa ntchito hashtag pazama media, mutha kukulitsa mosavuta kuchuluka kwa anthu omwe amatsatira, popeza ogwiritsa ntchito omwe amatsatira mutuwo amatha kupeza zonse zomwe amagwiritsa ntchito hashtag. Kubwereza hashtag kumakhalanso kowopsa, pambuyo pake, ogwiritsa ntchito nsanja monga tik tok, instgram, ndi YouTube amatsanzira ma hashtag otchuka kwambiri.
Zomwe Kim Kardashian adakumana nazo ndizodabwitsa kwambiri, koma palibe amene angakane talente yake yotsatsa. SKIMS ndi ya mtundu womwe unabadwira ku Roma chifukwa umathandizidwa ndi Kim, mtsogoleri wapadziko lonse; Choncho, mtundu womwewo wa zovala zamkati za m'nyanja sungathe kulowa kunja kwa dziko mwa kukopera kwathunthu njira yamalonda ya SKIMS, koma palibe kusowa kwa malingaliro otsatsa omwe angagwiritsidwe ntchito pofotokozera.
4.Zolimbikitsa zingapo za mtundu wa DTC
Ngakhale ma brand ambiri sali kumbuyo kwa omwe adayambitsa odziwika komanso otchuka monga Kardashian, SKIMS 'malingaliro amalonda ndi oyenera kuwunika za zovala zamkati m'nyanja:
(1) Lingaliro lamtundu liyenera kukumbatira zokometsera ndi zokometsera zosiyanasiyana zanthawi ya Z:
M'mbuyomu, ogula "osakhala achikhalidwe" anali njovu m'chipindamo, zomwe sizimawoneka kawirikawiri kapena kunyalanyazidwa mwadala ndi zopangidwa. Tsopano, lingaliro la chikhalidwe cha kumasulidwa kwa amayi ndi lingaliro lokongola la kuphatikizika limathandizidwa ndi mtundu wakuthupi pamsika wamalonda. Zovala zowoneka bwino/zamkati zoimiridwa ndi SKIMS ndi Savage x Fenty zimakumbatira ogula amitundu yosiyanasiyana komanso amuna ndi akazi omwe amanyalanyazidwa ndi zovala zamkati zamkati. Ndi mphamvu ya zinthu zamtundu kuti zisinthe zakale kuti zikhale ndi mbiri yabwino ya satana. Kuphatikizidwa ndi chikoka cha top flow network red, malonda okhwima otsogola, SKIMS empire kuchokera pano.
(2) Gwiritsani ntchito mphamvu mothandizidwa ndi ena:
Ma Brand omwe ali ndi bajeti zokwanira amatha kusankha kugwirizana ndi ma Kols amitundu yosiyanasiyana, kutengera munthu wofiyira wotsatsa malonda, kuyambira pamutu, KOL kupita ku TikTok ndi nsanja zina, sankhani anthu omwe amakumana ndi mtundu, kuchita mgwirizano wosiyanasiyana, ndikupanga mwachangu. mtundu kuthekera mphamvu.
Ngati palibe thandizo lakuyenda kwa nyenyezi, ndikofunikira kwambiri kugwiritsa ntchito mphamvu ya KOL yoyenera. SocialBook ili ndi 16 miliyoni + zodziwika bwino zochokera ku North America, Europe, South America, Southeast Asia, Australia ndi New Zealand, Middle East ndi zigawo zina zisanu ndi zitatu padziko lapansi, zomwe zimaphatikizapo ukadaulo, e-commerce, masewera, ndalama, kukongola, mafashoni, kunyumba, malo ochezera a pa Intaneti, chakudya, zokopa alendo ndi mafakitale ena ambiri, kuti mupatse mtundu wanu ntchito zotsatsa zakunja.
Nthawi yotumiza: Sep-10-2024
