Kutheni i-Lululemon ixabisa i-1,000 yepesenti ngaphezulu kwi-Resale

Umxholo

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Ngaba ungabhatala i- $ 800 ngeebhulukhwe ezibalekayo? Uthini malunga ne- $ 250 ye-bra yezemidlalo? Kwaye kuthekani ukuba loo maxabiso ngawezinto onokuzifumana kwindawo yakho yeevenkile zasekuhlaleni, hayi ezodidi, icouture yezemidlalo? Kuya kuvela, abanye abalandeli beLululemon bahlawula kakhulu kwaye Kaninzi kubathengisi ngendlela yamaqela e-Facebook, i-eBay, kunye newebhusayithi yemithwalo efana ne-Tradesy, apho ixabiso lexabiso linokunyuka liphakame njenge-1000 ekhulwini lexabiso lentengiso-leyo, ukuba awuzange uhlolisise i-Lululemon kutshanje, sele ingumnqantsa omncinci kumntu wonke. ibhajethi yokuqala. (Ezinye iimpahla zokuzilolonga kunye nezixhobo ngokwenene zi Kufanelekile ukuba utyalomali-kuxhomekeke nje kwinto oyithengayo. Jonga Gcina vs. Splurge: Iimpahla zokuzilolonga kunye neGear.)

Ibanjiwe uxela ukuba amakhulu amawaka abantu bakule ndawo ingaphantsi komhlaba yaseLululemon yokuthengisa uluntu-umthengisi waseCanada "wentengiso yesibini". Ngelixa abalandeli be-intanethi abazimisele ukuhlawula iimarkups eziphambeneyo kwiintengiso ezithengisiweyo okanye ezithengisiweyo ziyinto engaqhelekanga, ngumsebenzi onokuthi unxulumane neebrendi zodidi olunjengeChanel okanye uLouis Vuitton. "ULululemon unelona xabiso liphezulu lokuthengisa kwindawo yethu kwaye loo datha ibisoloko ihambelana," utshilo umphathi weTracy DiNunzio. Ibanjiwe. "Ngamanye amaxesha siza kubona umdla ofanayo kunye neempawu zentengiso ephakathi, kodwa olu hlobo lwemfuno alunalwazi lwezemidlalo."

Ke, kutheni le nto i-brand esebenzayo efana ne-Lululemon yenzela intengiso eshushu kwintengiso ye-intanethi, apho phezulu kunye nabayili abakhethekileyo bobunewunewu? Emva kwayo yonke loo nto, nabani na unokuthenga kwindawo yeLululemon yezitena kunye nodaka-sans uluhlu lokulinda kunye nabathengisi be-snooty. Abanye babalandeli abakhulu bekhredithi bachaza imigaqo-nkqubo yenkampani njengezona zizathu ziphambili zelululemon's boom kwintengiso yentengiso. I-Lululemon igcina izinto ezithengiswayo zinqongophele ngenjongo, ikhupha inani elilinganiselweyo lezinto kwaye ngabom ingaphindi ibuye, ishiya abazinikeleyo be-brand ukuba bakhangele ngokukrakra kwi-intanethi kwiimpahla ezithengisiweyo-kungoko amaxabiso aphawulwe ngokukrakra kwimpahla kunye nezixhobo ezihlala zingena ngaphantsi kweedola ezili-150 zokuthengisa. (Yazi iiNkampani ezi-5 zoLutsha lwezeMidlalo eziDibanisa ubuGcisa kunye neFashoni.)

Ngeembaleki zibe yinto ethandwa kakhulu kwaye akukho phawu lokucotha, asikwazi ukuthi imodeli yokunqongophala sisicwangciso esibi seLululemon-asithengiswanga ngokupheleleyo kwezo mfutshane ze-800 zeedola.

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