Pambuyo pa nyengo yoyipitsitsa, ndi iti mwa zimphona zinayi zazikulu zamafashoni zomwe zili zamphamvu?

Mitundu yofulumirayi iyenera kuthana ndi zovuta zingapo zachuma panthawi ya mliri, komanso kusokonezedwa ndikukonzekera tsogolo lalikulu lachitukuko chokhazikika. BoF imawerengera zamayendedwe awo aposachedwa kwa inu.SHANGHAI, China - Palibe kukayikira kuti mliriwu wachititsa kuti anthu ambiri azivutika maganizo.Zikuyembekezeka kuti mafashoni othamanga omwe amaika kufunikira kwakukulu kwa malonda a njerwa ndi matope komanso okhala ndi masitolo ambiri adzagundidwa kwambiri.

Mitundu yofulumirayi iyenera kuthana ndi zovuta zingapo zachuma panthawi ya mliri, komanso kusokonezedwa ndikukonzekera tsogolo lalikulu lachitukuko chokhazikika. BoF imawerengera zamayendedwe awo aposachedwa kwa inu.

SHANGHAI, China - Palibe kukayikira kuti mliriwu wachititsa kupwetekedwa mtima pamodzi kwa mitundu ya mafashoni, ndipo zikhoza kuyembekezera kuti mafashoni othamanga omwe ali ndi chidwi chachikulu pa malonda a njerwa ndi matope ndipo masitolo ambiri adzagwedezeka kwambiri.Ndiye, zili bwanji pamakampani anayi othamanga omwe amadziwika kwa ogula aku China, Uniqlo, H&M, Gap, ndi Zara?

H&M Group idalengeza kale kuti kuyambira pa Marichi 3 mpaka Meyi 1, kugulitsa konse kwamitundu yake kudatsika ndi 5% pachaka, ndipo akuyembekezeka kukhalabe otayika gawo lachiwiri.Inditex Group, kampani ya makolo yomwe imayang'anira mliri wa Zara, idawonetsa mu lipoti lomwe linatulutsidwa kumapeto kwa Marichi kuti 6% ya malo ogulitsa padziko lonse lapansi adatsekedwa kwakanthawi, ndipo malonda mu theka loyamba la Marichi adatsika pafupifupi 57%.

Fast Retailing Group, kampani ya makolo a Uniqlo, nawonso alibe chiyembekezo. Mu lipoti la pachaka chakumapeto kwa February 2020, gululi linanena kuti malonda ndi phindu linatsika ndi 2% ndi 4.7% chaka ndi chaka motsatira. makamaka chifukwa cha zotsatira za mliri ku South Korea ndi Greater China.Lipotili likuganiza kuti zomwe zikuchitika mu April ndi May chaka chino zipitirirabe kukhudzidwa ndi mliriwu ndipo zipitirirabe kutsika kwambiri.M'mwezi wa June, mliriwu udzayendetsedwa pang'onopang'ono ndipo msika udzatha kuyambiranso ntchito zamalonda. akuyembekezeka kuti kumapeto kwa Ogasiti, phindu lapachaka lidzatsikanso ndi 20.9%.Zowonadi, pakufalikira kwa mliriwu, malonda ake a Epulo omwewo pamsika waku Japan adatsika ndi 4% pachaka, ndipo kugulitsa kwathunthu kuphatikiza njira zapaintaneti kudagwa ndi 5%.

Gulu la mafashoni la ku America Gap Inc. linachenjeza kuti lingakhale lopanda ndalama zokwanira kuti lipitirizebe kugwira ntchito m'chaka chotsatira ndipo liyenera kuchepetsa ndalama ndi kupereka ma bond kuti apeze ndalama.Msonkhano wake wandalama wa 1 udzachitika pa intaneti pa Meyi 2020.

Ndi kufalikira kosalekeza kwa mliriwu, chuma chenicheni cha mayiko osiyanasiyana chatsala pang'ono kuyima, ndipo masitolo osagwiritsa ntchito intaneti asanduka zokongoletsera.Mafashoni achangu akukumana ndi vuto lodziwikiratu lakuyenda kwandalama chifukwa chakusokonekera kwanthawi yayitali kwamabizinesi ogulitsa.Akuluakuluwo adasintha mosinthika ndi njira zodzitetezera malinga ndi momwe alili azachuma. H&M idabwereka ma yuan 9.8 miliyoni kuti ilimbikitse kuchuluka kwachuma, kenako adatenganso zomwe Zara, Gap ndi mitundu ina kuti achepetse antchito kapena kutsitsa antchito kuti achepetse ndalama zogwirira ntchito momwe angathere.

Zochita za Gap zidachitika pafupipafupi pa mliriwu, ndipo idaganiza zoyimitsa njira zopanga zinthu kumayambiriro kwa mliriwu ku Europe ndi United States.Mwezi watha, mtunduwo udayenera kuyimitsa malipiro a renti yopitilira $ 1 miliyoni pamwezi m'masitolo aku North America, lingaliro lomwe lidadzilowetsa m'mavuto.Mwezi uno, Gap adazengedwa mlandu ndi m'modzi mwa eni nyumba ake, 48th Americas LLC, kukhothi, akufuna kuti alipire renti ya malo ake ogulitsira pa Fifth Avenue ku New York mu Epulo ndi Meyi yokwana $4, ndipo nthawi yomweyo ikufuna. kulipira ndalama zosachepera $5 za renti.

Ngakhale zisankho zosakwaniritsidwa monga kuchotsedwa ntchito popanda malipiro ndi kuyimitsa lendi sizingalephereke, ndizochita zopanda pake zamafashoni othamanga kuti adziteteze.Pamene mayiko adatsekedwa kuti abwezeretse chuma, opanga mafashoni othamanga adawonetsa chikhumbo chofuna kukhala ndi moyo ndipo anali m'gulu la oyamba kuyambiranso bizinesi. H&M idatseka magawo awiri mwa atatu a masitolo ake ku China pachimake cha mliri, kutaya 90% yazogulitsa, ndipo maukonde ake ogulitsa anali otseguka sabata yoyamba ya Epulo.Uniqlo idakhala mtundu woyamba kutseguliranso masitolo ku Europe; Gap ikukonzekeranso kutsegulanso malo ogulitsa 4 ku North America kumapeto kwa mwezi uno.

Zowonongeka zomwe zachitika sizingathetsedwe mulimonse momwe zingakhalire.Polimbana ndi bomba la blockbuster ndi zoopsa zobisika zomwe mliri wawagwetsera, opanga mafashoni othamanga amayenera kutenga nthawi kuyang'ana kutali ndikusintha zina zomwe amayang'ana pazochitika zonse. ntchito zamtsogolo..Mliriwu pamapeto pake udzadutsa, ndipo chizindikirocho chidzatuluka m'mavuto omwe alipo tsopano ndikukumana ndi zovuta zosiyanasiyana pamsewu wamtsogolo.

BoF idalemba izi zomwe zikuyang'ana kutsogolo zamafashoni ndi magulu panthawi ya mliri:

Gap Inc.

Kampeni ya Gap Teen | Gwero: Brand

M'chaka chathachi, Gap adadutsanso kukonzanso kwapamwamba komanso kusintha kwabizinesi, koma Gap sanatopebe kuthana ndi mavuto omwe abwera panthawi ya mliri. Gap adayambitsa mndandanda wa Gap Teen sabata yatha, wokhala ndi chitukuko chokhazikika komanso zokhala ndi zida za denim, kuphatikiza ma sweatshirts, akabudula ndi madiresi, kuti ayang'ane pamsika wa ogula pambuyo pa ziro.

Kuphatikiza apo, Gap wasaina mgwirizano wanthawi yayitali ndi kampani yoyang'anira ma brokerage IMG kuti ikulitse magulu azinthu kuphatikiza Gap, Banana Republic, Janie & Jack ndi mitundu ina.Gululo lidati: zogona, nsalu zapakhomo, zokongoletsera zapakhomo, mipando ndi zinthu za ana zitha kuganiziridwa, ndipo gululi litsegulanso njira zatsopano zogawira kuphatikiza malonda ogulitsa ndi pa intaneti.

Mulimonse momwe zingakhalire, izi zikuwonetsa kuti Gap ikubweretsa "zosintha" pazokambirana.Komabe, palinso anthu ambiri m'makampani omwe amakayikira izi ndipo amakhulupirira kuti ayenera kugwirizanitsa mtundu wake wamalonda, kuthetsa mavuto omwe amakumana nawo, ndikuwonjezera gululo. Kathleen Fischer, mkulu wa zamalonda zamalonda ku enVista, adati sikungakhale kwanzeru kukhazikitsa gawo latsopano panthawi yomwe kufunikira kuli kofooka, maunyolo ogulitsa akusweka ndipo ndalama zimakhala zolimba.Ndizofunikira kudziwa kuti onse a Gap ndi IMG adanenanso pasadakhale kuti zinthuzi zidzakhazikitsidwa liti zidzatsimikiziridwa.

Gulu la H&M

Netflix 'Kwa Anyamata Onse' x H&M Kutolere | Gwero: Brand

Ngakhale kugulitsa kwa mtundu wake H&M kudagwa panthawi ya mliri, kugulitsa kwake pa intaneti kudakwera ndi 32%, ndipo zomwe zimachitika pafupipafupi za H&M Gulu zitha kulumikizidwanso ndi lingaliro lowonekera komanso lomveka bwino.

Poyamba ndi Netflix, H&M idalimbikitsidwa ndi mndandanda wamasewera achikondi a "To All Boys I Ndinawakonda Kale" ndikukhazikitsa zinthu zingapo zogulira ogula kunyumba. media.

Pakati pa mwezi wa Epulo, mtundu wa gulu la Arket adalengeza zolowera ku China, kutsimikizira kuti itsegula malo ogulitsira pa Tmall kugwa uku. Malo oyamba a Arket akadali pa intaneti, yomwe ndi nthawi yoyamba kuti mtunduwo ukukulirakulira kunja kwa Europe.

Potengera mwayiwu, gululi lidakonzanso maukonde awo ogulitsa m'magawo osiyanasiyana aku Europe.Kumapeto kwa mwezi watha, mtundu wake wa H&M udalengeza kutsekedwa kosatha kwa masitolo 8 ku Italy.Mneneri wa mtunduwu adati kusunthaku ndikukulitsa kusakaniza kwa sitolo ndikukonzekera chitukuko chokhazikika cha kampaniyo m'tsogolomu, idzayang'ana kwambiri misika yomwe ikubwera komanso bizinesi yapaintaneti. M'mwezi wa Meyi, gululi lidzatsegulanso nsanja za e-commerce m'magawo 5 aku Europe kuphatikiza Greece, Romania ndi Luxembourg, ndipo mitundu yake ya COS, Weekday, Monki, & Other Stories ndi Arket onse akhazikitsidwa panthawiyo, kutsimikizira kukula kwa gululi pa intaneti. chilakolako.

Uniqlo

Uniqlo x Ambush x Disney (Disney) Kampeni Yapatatu ndi Zogulitsa | Gwero: Brand

Malinga ndi malipoti am'mbuyomu, malonda a Uniqlo ku South Korea ndi Hong Kong anali osauka, ndipo malonda akunja adatsika kwambiri m'zaka 10.Ngakhale Uniqlo yakula ku Europe ndi Asia, Greater China ndi Southeast Asia akadali madera akukulira kwa mtunduwo. Pachimake cha mliri ku China pakati pa mwezi wa February, WeChat idatsegula khomo lolowera malonda, ndipo Uniqlo idalumikizidwa koyamba, ndikutumiza ku China Unicom pa intaneti komanso pa intaneti. M'mwezi wa Marichi, vuto la mliri ku China lidayenda bwino, ndipo masitolo akuluakulu aku Uniqlo adayambiranso bizinesi kuti akope makasitomala.

Uniqlo, yomwe ndi yotchuka chifukwa cha ntchito zake zogwirizanirana kosatha, yasunganso ntchito zake zolengeza mwadongosolo. Mu mgwirizano wachisanu ndi JW Anderson, Uniqlo anayambitsa mndandanda wa mgwirizano wa zovala za ana kwa nthawi yoyamba, zomwe ziri ngati "mini version". "za masitaelo akuluakulu.Chikwama cha "Dark Minnie", chodziwika bwino ndi UNIQLO x Ambush x Disney (Disney), chidafunidwa mwachangu ndi ogula ambiri.Mgwirizano womwe walengezedwa kumene ndi wojambula Takashi Murakami komanso woimba nyimbo wotchuka Billie Eilish wapangitsa kuti ogula ambiri adikire mwachidwi.

Kuphatikiza apo, kampani yamakolo ake Fast Retailing idalengeza mu Marichi kuti itsegula masitolo atatu akuluakulu atsopano ku Tokyo, Japan, kuyambira Epulo mpaka Meyi chaka chino.Malo ogulitsira atatuwa azingoyang'ana mitu ya mabanja ndi anthu ammudzi, pa intaneti komanso pa intaneti, komanso Lifewear, yolunjika kwa ogula am'deralo ndi alendo omwe amabwera ku Japan, ndicholinga cholimbikitsanso chikoka cha mtunduwo.Komabe, malinga ndi momwe mliriwu ulili, mphamvu za masitolo atatu apaderawa sangathe kutsimikiziridwa pakalipano.

Zara

Panthawi ya mliri, zomata za Zara pa nsanja yake ya Instagram | Gwero la zithunzi:[imelo ndiotetezedwa]

Pa nthawi ya mliri, Inditex, kampani ya makolo a Zara, inasintha mafakitale ake ku Spain kuti apange zipangizo zamankhwala, zomwe zinathandizira kulimbikitsana kwachipatala panthawi ya mliri, koma izi zikutanthauzanso kuti kupanga zovala m'mafakitale 13 kunayimitsidwa, ndipo katundu wake. Pakati pa nthawiyi panali poyimilira.Ndizovuta kuonetsetsa kuti ntchito yake yoyambira ikugwira ntchito.

Gululi, pakadali pano, lalonjeza kulipira antchito ake aku Spain malipiro onse a mliriwu monga mwachizolowezi, koma adatsutsidwa chifukwa cha ntchito m'mafakitole ake ogulitsa ku Myanmar.Ogwira ntchito adadzudzula fakitaleyo kuti imagwira ntchito mopambanitsa ndi malipiro ochepa, ndipo ogwira ntchito opitilira 500 adati adachotsedwa ntchito chifukwa chopempha fakitaleyo kuti iwatsimikizire njira zodzitetezera.Pachifukwa ichi, Inditex posachedwapa inanena kuti yakambirana ndi ogulitsa m'deralo kuti athetse mkanganowo.

Mtundu wa Zara ukuyesanso kusinthira chidwi chake pamapulatifomu apa intaneti.Mtunduwu wasiya zoyeserera zachitsanzo, kutumiza zosonkhanitsira zake zaposachedwa mwachindunji ku nyumba zamamodeli, kuwalola kuti azichita mphukira zawo ndi zodzoladzola zachilengedwe komanso masitayelo atsitsi.Panthawi imeneyi, nsanja ya e-commerce ya Zara imalimbikitsanso makamaka zovala zambiri zoyenera kunyumba, makamaka mumayendedwe aulesi, omasuka komanso odekha, kupereka zifukwa zatsopano zogulitsira ogula omwe sangathe kuyenda pa nthawi ya mliri.

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