Inani elandayo leemveliso zempahla ziseka iqonga labo lokuthengisa ifashoni okanye banikezela ngenkonzo yokurenta iimpahla zabo. Yintoni ebangela lo mkhwa kwaye ithetha ukuthini icandelo lefashoni kunye nabathengi?
Ukuthengisa kwakhona kunye nokurenta kuye kwaba yinxalenye enkulu yecandelo lefashoni. Ngelixa i-eBay, iVinted kunye ne-Thredup bezinika abathengi ithuba lokuthenga kunye nokuthengisa iimpahla ezisetyenzisiweyo iminyaka emininzi, kutsha nje siye sabona iimveliso zempahla zisungula amaqonga azo okuthengisa ifashoni kunye neendawo zokurenta.
Ukuqashiswa kwefashoni kunye nokuthengiswa kwakhona kuya kuba lugxininiso olukhulayo kwicandelo lempahla. Iimpawu eziphezulu zijoyine umzila oquka iBurberry yase-UK, eyasungula iqonga layo lokuthengisa i-My Wardrobe HQ ngo-2021. Abathengisi bexabiso nabo baxhuma kwi-bandwagon.
Umzekelo, uhlobo lwefashoni yaseSweden i-H&M yaphehlelela i-H&M Pre-Loved with ThredUp ngo-2023, indawo yefashoni yeQela leBoohoo iPretty Little Thing inendawo yayo yokuthengisa kwakhona kwaye iZara iyaqhubeka nokwandisa iqonga layo lakwaPhambili kweYurophu.
Kwi-2023 inkampani yekhadi letyala le-Barclaycard kunye nabahlalutyi bezoQoqosho loPhuhliso baqikelele ukuba oko kuthiwa "uqoqosho lokurhweba kwakhona" ngoku luxabisa i-£ 7bn (i-$ 8.86bn) e-UK kuphela.
Imakethi yeempahla ezisetyenzisiweyo kwihlabathi jikelele kuqikelelwa ukuba iza kukhula nge-127% ngo-2026, ngokukhawuleza okuphindwe kathathu kunentengiso yempahla yehlabathi iyonke, ngokwengxelo yeshumi yonyaka 'yeResale Report' evela kwivenkile ethengisa intengiso kwi-intanethi i-Thredup Inc.
UGayle Tait, i-CEO kumnikezeli weqonga lokuthengisa ifashoni, u-Trove, uxelele i-Just Style ukuba ukuthengisa kwakhona kuye kwaba "itafile-itafile" kwiimpawu zempahla. "Kwimodeli efanelekileyo, ukuthengisa kwakhona kunokukhulela kwelinye ijelo lengeniso apho into enye inokuphinda ithengiswe amaxesha amaninzi ngokuphila kwayo, ivumela iibrendi ukuba zenze imali ngamaxesha amaninzi."
Ukufikelela kwidemografi entsha
Ngelixa ukonga kokuthengiswa kwefashoni kunye nerenti ibisoloko inomtsalane kwabanye abathengi, abantu abancinci - kunye neGen Z ngakumbi - baya betsaleleka kwimpahla yakudala kunye neyesibini njengokhetho lwesitayile.
UTait wacacisa: “Aba bathengi badla ngokunqwenela ukuba neempawu ezikumgangatho ophezulu, kwaye amaxabiso afikeleleka ngakumbi apho izinto ezisetyenzisiweyo ziwavumela ukuba afikelele ngakumbi.”
UThomas S. Robertson, unjingalwazi wentengiso kwiSikolo saseWharton kunye neengcali kwisicwangciso sokuthengisa, wabhala kwi-Harvard Business Review ukuba iimpawu zempahla ziye zaxhalaba ngaphambili ngabathengi babo "bathengisa" kwizinto ezingabizi, ezisetyenzisiweyo.
“Eyona nto ifanele ikhathaze iinkampani yile: Ukuba azithengisi imveliso yazo esele zisetyenzisiwe, omnye umntu uya kwenza njalo. Ucebise ukuba oyena mqhubi mkhulu emva kolu hlobo ngu-Gen Z, "abakhuthazwa ngamandla ngumbono wozinzo".
Izinto ezinokuthi zibe kho kwiplanethi
Ngabathengi abaninzi abakhetha ukuthengisa kwakhona kunye nefashoni yerenti ngenxa yeziqinisekiso zayo eziluhlaza, ngaba ukuthenga izinto ezisetyenzisiweyo kuzinzile?
Ngo-2023 indawo yokuthengisa esetyenzisiweyo kwi-Intanethi iVinted yabanga ukuba ngokomndilili wokuthenga ifashoni esetyenzisiweyo kwindawo yayo endaweni yokuthenga entsha egciniweyo eyi-1.8kg yecarbon dioxide elinganayo.
I-Trove ikwapapashe uphando kwimpembelelo yokuthengisa kwakhona kwiplanethi. Ingxelo edityaniswe nomboneleli wesoftware Worldly ifumanise ukuba iimodeli zesambatho sesetyhula ezisebenzisa ukuthengiswa ngokutsha zizicwangciso ezingasebenziyo kwiimveliso zefashoni ezikhawulezayo “ngenxa yezinto ezinexabiso eliphantsi”.
Uphando lwenze imodeli ye-archetypes yempahla emihlanu kwaye yabala i-carbon footprint yeemveliso ze-38, igqibezela ukuba ngo-2040 amanyathelo okubuyisela anamandla okunciphisa ukukhutshwa kwekhabhoni yonyaka kwezi mpawu nge-15-16%.
Nangona kunjalo, ngelixa le nto yayiyinyani kwii-archetypes ezininzi ze-brand, uphando luye lwafumanisa ukuba impembelelo enokubakho yokuthengiswa kwakhona yayingaphantsi kwinqanaba lefashoni ekhawulezayo, engazange ibone ukukhutshwa kwayo kwekhabhoni kusetyenziswa iqonga lokuthengisa.
Ngokutsho kophando, iimpawu zefashoni zinokwandisa inzuzo yokusingqongileyo yeqonga labo lokuthengisa ngokutsha ngokwandisa ixabiso leemveliso zabo kwiimarike zabo zesibini. Ukuqina kwemveliso kunye nesitayela esingenasiphelo ngundoqo apha, kunye namazinga aphantsi okulahlwa.
Endaweni yokujolisa kumaqonga okuthengisa kwakhona, uTrove ucebise ukuba iimveliso zefashoni ezikhawulezayo "zinokudala impembelelo enkulu kwaye zisebenze ngakumbi ekunciphiseni ukukhutshwa kwezinto ezikhutshwayo" ngokujolisa kwiinzame zabo zokubonelela kunye nokwenziwa kwezinto ezintsha.
Ngaba ukuthengiswa kwakhona kuvulekele amabango okuhlamba eluhlaza?
Ethetha kwingxoxo ejikelezayo malunga neziphumo zengxelo, intloko yoyilo loyilo lwehlabathi kwi-brand yefashoni yase-US u-Levi Strauss & Co, uPaul Dillinger, uthe: "Ndicinga ukuba iimveliso ezininzi zisebenzisa [ukuthengisa kwakhona] njengeqonga lonxibelelwano ukwenza nje uhlobo lophawu."
U-Dillinger waqhubeka wathi olu hlobo lomzekelo "alunyanisekanga ngokwengqondo" xa imodeli yokuthengisa ingalinganisi indlela yokunciphisa ukuveliswa kweemveliso ezintsha.
UTait kaTrove uxelele uJust Style: “Iinzame zempembelelo kokusingqongileyo akufuneki zicingelwe njengephulo lokuthengisa okanye ukuvavanya 'ukongeza'. Ukuze iibrendi zenze impembelelo yokwenyani, kubalulekile ukuqonda ukuba yeyiphi imodeli esebenza kakuhle ngokuthe nkqo, njengangaphandle, ubunewunewu okanye ifashoni ekhawulezayo, kwaye uqonde ukuba zeziphi iindlela eziya kusebenza kakhulu.
Ngelixa ii-brand zempahla ezikumgangatho ophezulu kunye nezangaphandle zisenokukwazi ukusebenzisa ukuthengiswa kwakhona njengendlela yokunciphisa impembelelo yazo kwiplanethi, kucacile ukuba ifashoni ekhawulezayo inokusokola ukugcina ixabiso layo xa isetyenzisiwe.
Okubaluleke ngakumbi, iimpawu zempahla kufuneka zikhumbule ukuba ziya kuba nempembelelo enkulu kakhulu ukuba zijonge kwelinye isiphelo somjikelo wobomi bemveliso yazo.
"Iinzame zonikezelo lwe-decarbonisation ziyaqhubeka nokuba neyona ndawo inkulu yokunciphisa igesi ye-greenhouse, kuba kulapho uninzi lokukhutshwayo kwenzeka," utshilo uTait. "Iimveliso kufuneka ziqhubeke nokubeka phambili utyalo-mali kule ndawo ukuze kuncitshiswe impembelelo."
Umthombo ovela Isimbo nje
Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa yi-just-style.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
