Kana zvasvika kune anonyanya kufarirwa uye ane fashoni mhando munyika gore rino, Skims iri pachokwadi pane rondedzero.
Ndiyo "mukurumbira wepamhepo" Kim Kardashian mhando, kubva ipapo iye naFendi, Swarovski vakaita mubatanidzwa mukuru, uye kubatana kweNBA kwakapinda mudenderedzwa remitambo. Uyezve, semhando yakavambwa muna 2019, Skims yasvika pamutengo wemadhora mazana mana emadhora, kupfuura fashoni brand Tom Ford uye yekunze brand Patagonia, uye kunyange magazini yeTime yakazviti "imwe yemakambani ane simba."
Ikozvino, Skims iri kumhara chinyararire pasocial media. Panguva imwecheteyo, yakavewo yakatsvakwa-kune dzimwe nyika kutenga zvinhu, uye yakatokwezva zvimwe zvipfeko zvefekitari zvitoro kuti zvitange "flat replacement model." Kupisa uku hakugoni kubatsira asi kuita kuti vanhu vashamise kana kusunda ruoko nemaune, kana chaizvoizvo akaunza "dimensionality kuderedza kuridza"?
Zvinonzi kana iri yemusha kana mhiri kwemakungwa, network tsvuku mhando haawanzoshomeka, asi mazhinji acho ndeenguva pfupi. Sei maSkims akabudirira kudaro uye achifarirwa neveruzhinji uye nemisika mikuru? Kana iyo Internet yakakurumbira label yabviswa, chii chinokonzera kubudirira kweSkims?
Internet mukurumbira zvinhu zvagara zvakawanda, asi siketi inogona kunzi "Mwari chipfeko" uye inoonekwa pane makuru epamba uye ekunze social media, izvo zviri pachena kuti hazvisi nyore.
American real TV star Kim Kardashian's bodysuit brand Skims yakatangwa munaGunyana 2019, uye mhando, iyo yakavambwa kweanopfuura makore matatu, yakawana $400 miriyoni mukutengesa muna 2022. Gore rakapera, vatengesi vakakoshesa mhando pamadhora 3.2 bhiriyoni.
Kim Kardashian ari pakati akapfeka SKIMS. Mumitambo yeOlympic yeTokyo neBeijing Winter Olympics, vechidiki veSKIMS vakasarudzwa sechiratidzo chembatya dzemukati chechikwata chenyika cheUnited States, izvo zvakakonzera nhaurirano inopisa panguva iyoyo;
Muna 2021, iyo yakareba-preheated "Fendi x Skims" co-branded capsule series yakaburitsa zviri pamutemo LOOK izere ndokutanga kutengesa. Izvi zvinogona kunzi ndiyo yepamusoro-tier yakasarudzika brand Fendi kusvika parizvino iyo yakanyanya kusimba-yekutanga yekuyedza co-branding. Kudyidzana kwaFendi neSKIMS kwakavhura budiriro nyowani yekushambadzira, uye SKIMS yakaonekwawo zviri pamutemo mudenderedzwa remafashoni emhando yepamusoro, uye kukosha kwayo kwemhando inozviratidza.
MunaNovember wegore rimwe chetero, Kardashian akazivisa kuti SKIMS ichakurumidza kupinda mumusika weAsia, kutanga neChina uye kuvhura zvitoro zvepanyama muShanghai neHong Kong.
Muna 2022, SKIMS yakaverengerwa mu "100 Makambani Akanyanya Kupesvedzera Mu2022" runyorwa rwakaburitswa neTime magazine, pamwe nevatungamiriri veindasitiri vakaita seApple, Amazon neBalenciaga.
SKIMS inoronga kuvhura chitoro chayo chekutanga muLos Angeles muhafu yekutanga ya2024, ichiteverwa nechitoro chechipiri chemureza muNew York. Sekureva kwaJens Grede, co-muvambi uye CEO weSKIMS, "Kungofanana neApple neNike, pachava nechitoro cheSkims chero kupi zvako munyika mune ramangwana."
Hapana chitsva pasi pezuva, vanozivikanwa veInternet vanotanga zvigadzirwa zvavo, uye hazvisi zvakajairika kuti vezvenhau vagadzire zita rakakurumbira. Zvisinei, hapana huwandu hwekutengesa, kunyange mazana emamiriyoni evateveri vezvemagariro evanhu, vanogona kugadzira mabhiriyoni emadhora emadhora mumakore asingasviki mashanu.
Kubudirira kweSKIMS hakugone kufanotaura, asi pane zviratidzo. Kubva paInternet mukurumbira brand kusvika ku "global top 100 brands", nhasi tinoongorora mafambiro eSKIMS zvigadzirwa nemigwagwa yekushambadzira!
1.Underwear uye shapewear kudiwa kwemusika kunoramba kwakasimba
Kukura kweiyo yepasirese shapewear uye yemukati dunhu rinoramba rakasimba, uye kudiwa kwevatengi vepasirese kunoramba kwakasimba.
Zvinoenderana nekutsvaga kweAllied Market, musika wepasi rose we lingerie unotarisirwa kusvika madhora mazana matatu nemakumi matatu nemakumi matatu nematanhatu emadhora mukutengesa panosvika 2025, uye mhando dzemumba, dzichiona mukana wemusika, dzakateerana dzakatanga kuendesa bhizinesi rekunze.
Mushure mekunge huwandu hwezvigadzirwa zvemumba zvakaita semukati nekunze uye mabhanana mukati zvakura kusvika kune imwe vhoriyamu, vatangawo kuongorora misika yekumhiri kwemakungwa nekutsvaga misika mitsva yekuwedzera.
Kubva pakuona kwevatengi, zvizhinji zvekudhinda uye kugadzirwa kwechinyakare indasitiri yezvipfeko zvemukati zvinobva pachimiro chechimiro chemuviri, asi havasi vese vakadzi vane muviri wakakwana weVictoria's Secret ngirozi; Kuchinja kubva pakufadza vamwe kuenda kuzvifadza kwaunza zvinodiwa zvitsva kumusika wembatya dzemukati.
2.Chii chinonzi mashiripiti eSKIMS munedress?
Iko kurudziro yemhando yekutanga yeSKIMS yakabva mukunetseka kwaKim pachake mukutsvaga zvigadzirwa zvakakodzera zvekugadzira uye kusona, saka akagadzira uye akagadzira aidiwa mapfekero ega kubva kune akasiyana maficha sekusarudza machira, kucheka nekusona, nekudhaya.
(1) Saka chii chakakosha nezveSKIMS?
01 Inosanganisirwa huwandu hwemavara uye saizi
SKIMS 'brand concept ndeye "Solutions Yemuviri Wese" Sezvinoita Fenty Runako payakatanga SKIMS, hwaro mune makumi mana mimvuri, yakatarisa mukubatanidzwa kubva pakutanga.
Mazhinji ezvigadzirwa zveSKIMS 'core shapewear anowanikwa mumipfumbamwe akasiyana mithunzi yekushama, inovhara akawanda saizi kubva kuxxs kusvika ku4x, kusangana nezvinodiwa nevatengi vane ganda rakasiyana toni uye maumbirwo.
02 Tarisa pane kunyaradza
SKIMS inogadzirwa nesilika yakapfava uye elastic velvet jira, rinogona kupfekwa kumba uye zvakajairika. Zvinogona kutaurwa kuti fashoni pfungwa uye ganda ushamwari ruzivo zvinosanganiswa. Munguva yedenda, kutengesa kweSKIMS kwakakwira nekuda kwekusanganiswa kwavo kwekunyaradza uye chic.
Kuyevedza kwaKim kunonyatso kuratidzwa muSKIMS 'zvigadzirwa, zvine ruvara rwepasi rinoenderana uye crisp tailoring, zvese zvichiratidza minimalist aesthetic inokoshesa mhando.
03 Bvisa tsanangudzo yezvipfeko uye miganhu yechiitiko
SKIMS inyanzvi mukubatanidzwa kwemuganho wechipfeko chemukati, zvipfeko zvekupfeka uye kupfeka kumba, kusanganisa dhizaini yepamusoro-soro nekunyaradza kunogara.
Munguva yakapfuura, mapfekero echimiro aingoita sembatya inodzorwa uye ine nharo yekupfeka, asi SKIMS yakashandura chimiro kuita chipfeko chepamba chinogona kupfekwa kumba, ichipa vatengi mhinduro yakagadzikana, yakasiyana uye yakachengeteka, iyo yave ichizivikanwa nevakawanda.vakadzi.
Izvo zvinofanirwa kucherechedzwa kuti SKIMS 'yakapfuma chigadzirwa mutsara zvakare yakasarudzika mukana. Parizvino, zvigadzirwa zveSKIMS zvakafukidza zvipfeko zvemukati, ma onesi, mapfekero, mapijama, zvipfeko zvekunze, bhurugwa,madhirezi, knitwear uye mamwe mapoka, uye gore rapera zvakare akapinda munzira yekushambira, yakatangwa nemucheka wekukurumidza-kuomeswa uye zvinhu zvinogadziriswa zvakagadzirwa ne-bikini-size bikini nezvimwe zvigadzirwa, kuitira kuti SKIMS ine sarudzo yakawanda uye yakawanda yakaputsika.
3.Maitiro ekuita brand marketing yeKardashian, ndiani akanakisa pakushambadzira?
Zvichienzaniswa nemhando dzembatya dzechinyakare dzakadai seVictoria's Chakavanzika chinonetsekana nekumisikidzwa kwemhando, SKIMS yakaramba yakasimba kubva payakatangwa uye yakachengetedza hukama hwepedyo nechizvarwa chitsva chevatengi. Ane 360 miriyoni vateveri ve Instagram, muvambi Kim haangounzi kuratidzwa kwakawanda kune mhando, asi zvakare anoshandisa pesvedzero yake kutyaira akatevedzana ezviitiko zvine simba zvekushambadzira.
Iko Kim Kardashian anokunda mukushambadzira ndeyekuti haashandise mari pakushambadzira kwechinyakare, achitendeukira kune yake yakavimbika social media inotevera. Vechidiki vane nyika, vanogona kugadzira kupisa pakati pevatengi vechidiki, vanogona kugona kodzero yekutaura mumusika.
Kunyange iwe ungatarisira varume vepakati-kati kuti vave vateveri vake vakuru, mamiriyoni eKim Kardashian mafani chaizvoizvo vakadzi pakati pemakore 15 ne55. Mukadzi anofarira kutarisa mararamiro ake, mashandisiro aanoita mari, kwaanoenda kuzororo, chii anopfeka. Vazhinji veava mafani vateveri vezvipfeko zvake uye maitiro, uye zvakare vashandisi vembeu yeSKIMS.
Parizvino, SKIMS ine vateveri vanopfuura mamirioni mazana matanhatu nenomwe pasocial network, Izvo zvinosanganisira 5.1 miriyoni Instagram vateveri, 118,000 Twitter vateveri, 391,000 Facebook vateveri, 19,500 Pinterest vanyoreri, 35,900 YouTube vanyoreri uye 1.1 miriyoni TikTok vateveri.
01 Batira pamwe nevakakurumbira kuti ubate masocial media epamusoro
Rimwe remasimba makuru eiyo SKIMS brand ndiKim pachake.
Pahwaro hwesimba rake, mhando yekutanga inogona kuwana mikana yakawanda yekushambadzira yekushandira pamwe nenyeredzi padanho rekutanga; SKIMS yakashanda nevanhu vane mukurumbira vakaita saSnoop Dogg, Rosalia, Chelsea Handler, Brooke Shields, Juliette Lewis, Becky G, Cassie, uye Indya Moore. Vazhinji vakakoka akati wandei eVictoria's Secret supermodels, vaimbi kuti vapfure advertising blockbusters, zvichikonzera kunetseka.
Semuyenzaniso, nguva pfupi yadarika SKIMS yakakoka raye, musikana ane mukurumbira muicespice nevamwe vaimbi nevane nyeredzi kuti vapfure mutsva wezvishambadziro zvemhando.
SKIMS inoshandisawo mukurumbira simba mukushambadzira kwechiitiko. The brand's Valentine's Day limited series gore rino yakakoka Simona Tabasco naBeatrice Granno weAmerican TV series "White Lotus Resort" kuti vapfure boka iri re "Valentine's Day blockbusters" reSKIMS, uye kupisa kunonzwisiswa neSKIMS.
Mukuwedzera, Kim pachake ndiye mweya weSKIMS, kwete chete muvambi, asiwo anonyengetedza mutauriri wechiratidzo.
Anogara achitumira pasocial media, achiratidza zvigadzirwa zvake uye achiwedzera huchokwadi uye kuzvidavirira kune mhando, sekuita kwaRihanna naFenty. Mhuri yeKardashian uye shamwari dzayo dzine mukurumbira zvakare dzinowanzopfeka SKIMS mumifananidzo yemumugwagwa, ichiwedzera kuwedzera pesvedzero yemhando kuburikidza nedenderedzwa.
(Rihanna) SaFenty. Mhuri yeKardashian uye shamwari dzayo dzine mukurumbira zvakare dzinowanzopfeka SKIMS mumifananidzo yemumugwagwa, ichiwedzera kuwedzera pesvedzero yemhando kuburikidza nedenderedzwa.
02 KuvakaSKIMSsemari yemagariro
SKIMS iri kukwezva kutariswa kwevakadzi vasingaverengeki. Parizvino, mavhidhiyo akadai se "SKIMS evaluation" akapfuma zvakanyanya muYouTube neTik-Tok, uye SKIMS yave "traffic password" mumabloggi ekunze, social network uye mapuratifomu evhidhiyo.
Makore maviri apfuura, iyo SKIMS body shape vhidhiyo yasvika miriyoni gumi hits parizvino. Munguva pfupi yapfuura, mamwe maSKIMS matsva akateedzana akakodzera uye ekuongorora mavhidhiyo akawanawo mamirioni ekuona mumwedzi miviri. Iyo inonyanya kufarirwa huswa hwekugovana nharaunda chikuva muChina, diki Red Book, ingotsvaga "SKIMS", kune makumi ezviuru echokwadi eongororo yekugovana.
Kana SKIMS yave tsika isingadzivisiki, hazvidzivirike kuti vasikana vadiki pasocial network vanoyamwa mune iyi fashoni vortex, uye muongororo yakawandisa, Amway nehuswa, kutsvaga kweSKIMS nemirairo kwakawana kukura kwakanyanya.
03 Weave Tik Toker's network yepesvedzero
Imwe yeSKIMS 'social media ekushambadzira maturusi ndeyevapesvedzera, ine uto chairo revagadziri vezvinyorwa pasocial media.
Mugadziriro yeTikTok, TikTok yega yega pachiteshi cheSKIMS ichange iine KOL kupfura vhidhiyo ichisuma yazvino chigadzirwa kuburitswa, ichiratidza maitiro echigadzirwa, vachitaura nezve yavanofarira SKIMS, kana kukoka vateveri kuti vatore chikamu muGRWM (rudzi rwevhidhiyo zvirimo zvakafanana. kuwacha mavhidhiyo).
Izvi zvinoratidzwa pasi pe @skims tag, zvichiratidza kuti vhidhiyo yatumirwa kumhando kuti ibudiswe, uyezve inomaka musiki, ichigonesa kudyidzana nevlogger mune iyi fomu.
04 Nyaya Yekutengesa
SKIMS zvakasikwa zvakare inotamba tag yekushambadzira, TikTok haina chete inonyanya kufarirwa #SKIMS, asi zvakare yakawedzera chigadzirwa-chaiyo yemukati senge #SKIMSTryon, #SKIMSswim uye #SKIMShaul, pamwe ne #SKIMSdress.
Nekumhanyisa hashtag pasocial media, unogona kukwirisa zviri nyore rukova rwezvinotevera traffic, sezvo vashandisi vanotevera musoro vanogona kuwana zviri nyore zvese izvo zvinoshandisa hashtag. Kudzokorora imwe hashtag zvakare kwakawedzera hutachiona, mushure mezvose, vashandisi vepuratifomu senge tik tok, instgram, uye YouTube vanotevedzera anonyanya kufarirwa hashtag.
Zvakaitika kuna Kim Kardashian pachake zvinoshamisa, asi hapana anogona kuramba tarenda rake rekutengesa. SKIMS ndeyemhando yakaberekerwa muRoma nokuti inotsigirwa naKim, mutungamiri wepasi rose; Naizvozvo, iyo yakafanana mhando yegungwa underwear brand haizokwanise kupinda mhiri kwemakungwa nekunyatso kukopa nzira yekushambadzira yeSKIMS, asi hapana kushomeka kwemazano ekushambadzira anogona kushandiswa kunongedzera.
4.Several inspirations yeDTC brand
Nepo mabhureki mazhinji asiri kumashure kwevanozivikanwa uye vane pesvedzero vakavamba saKardashian, SKIMS 'mazano ekushambadzira akakosha kuongororwa kwezvipfeko zvemukati mugungwa:
(1) Iyo brand pfungwa inoda kukumbundira iyo yakasiyana uye yakasarudzika yekunaka kuravira uye kukosha kweZ era:
Kare, "vasiri-standard" vatengi vaive nzou mukamuri, isingawanzoonekwa kana kufuratirwa nemaune nemhando. Ikozvino, iyo pfungwa yemagariro ekusunungurwa kwevakadzi uye iyo aesthetic pfungwa yekubatanidzwa inotsigirwa nemhando dzemuviri mumusika wekutengesa. Zvipfeko zvemukati/zvipfeko zvemukati zvinomiririrwa neSKIMS uye Savage x Fenty zvinombundira zvizere vatengi vemhando dzakasiyana siyana uye varume nevakadzi vasingatariswe nemhando dzezvipfeko zvemukati. Nesimba rezvigadzirwa zvemhando yekutyora zvakapfuura kune yakanakisa dhiabhori muviri mainstream aesthetic nhoroondo. Yakabatana nerubatsiro rwepamusoro kuyerera network tsvuku, yakakura hierarchical kushambadzira, SKIMS empire kubva pane izvi.
(2) Wedzera pesvedzero nerubatsiro rwevamwe:
Mabhureki ane mabhajeti akakwana anogona kusarudza kushandirapamwe nemaKols ehukuru hwakasiyana, kutora hierarchical munhu mutsvuku wekushambadzira matrix, kubva kune mukuru wenyeredzi, KOL kuenda kuTikTok nemamwe mapuratifomu, sarudza vanhu vanosangana neiyo brand chinzvimbo, kuita kushandira pamwe kwakasiyana, uye nekukurumidza kuumba. brand inogona simba.
Kana pasina nyeredzi inoyerera inotsigira, zvinonyanya kukosha kushandisa yakakodzera KOL pesvedzero. SocialBook ine mamiriyoni gumi nematanhatu + ane mukurumbira zviwanikwa kubva kuNorth America, Europe, South America, Southeast Asia, Australia neNew Zealand, Middle East nemamwe matunhu masere pasi rose, anosanganisira tekinoroji, e-commerce, mitambo, mari, runako, fashoni, imba, social network, chikafu, kushanya uye mamwe akawanda maindasitiri, kupa brand yako nehunyanzvi hwekushambadzira mhiri kwemakungwa masevhisi.
Nguva yekutumira: Sep-10-2024
