Njengoba inkambiso 'yokusebenzisa kancane' ithatha izintambo zenkundla yezokuxhumana, i-Just Style ihlola ukuthi kusho ukuthini nokuthi ukukhula kokumelana nokusetshenziswa ngokweqile kanye nokudonsa kanzima kokuthenga kungashintsha kanjani ukuthi abathengi bathenga kanjani imfashini.
Phakathi kokuthenga ku-Instagram, Izikhangiso ze-Facebook kanye neSitolo se-Tik Tok, umthamo wezinto ongazithenga ngezinkundla zokuxhumana ungaba mkhulu. Futhi lokho akubandakanyi yonke imikhiqizo esohlwini lwabagqugquzeli benkundla yezokuxhumana kokuthunyelwe kwabo kwansuku zonke.
Ngemuva kokuzifela nge-'de-influencing' yangonyaka odlule lapho abasebenzisi bezinkundla zokuxhumana bedikibalisa abalandeli babo ekuthengeni izinto abangazidingi, ukungadli kahle kubungaza ukusetshenziswa kwezinto abathengi asebenazo.
Uyini umnyombo wokungadli kahle?
Abasebenzisi be-hashtag ethi #underconsumptioncore bangase babonise amajini alungisiwe, izingubo zamashumi eminyaka ubudala noma izicathulo eziguge ngokuphelele ngemva kweminyaka yokusetshenziswa.
Kubalulekile ukuqaphela ukuthi abasebenzisi abaningi bezokuxhumana baye baqaphela ukuthi le mikhuba ayiyona into entsha kulabo abaphila ngesabelomali. Inkinga yakamuva yezindleko zokuphila kanye nokwenyuka kwamandla emali kokubili kungezelele enkambweni yokwenza nokulungisa.
Ubani ojoyina ithrendi?
Naphezu kokuduma kokusetshenziswa okungatheni kanye namathrendi ahlobene, kunzima ukuziba impumelelo yabathengisi bemfashini abashesha kakhulu njengabadlali be-inthanethi uShein noTemu eminyakeni yakamuva. Ngakho ubani ojoyina lo mkhuba?
Umhlaziyi wezitolo ze-GlobalData u-Neil Saunders utshela i-Just Style: “Ngicabanga ukuthi abathengi abaningi bayawuthanda umqondo wokuthenga okuncane nokuthenga kangcono, kodwa abaningi basadonswa ukuheheka kwemfashini nezitayela ezintsha. Yingakho izinkundla zemfashini ezisheshayo ezifana noShein zisakhula.”
Umbiko wakamuva ovela kunkundla yamasekeni i-Thredup ngobudlelwano buka-Gen Z nemfashini uthole oyedwa kwabathathu uzizwe “ewumlutha wemfashini esheshayo” naphezu kokuthi u-65% ubike isifiso sokuthenga ngendlela eqhubekayo.
Lokhu kwengezwa kubonakala kuxhumene ngokwemvelo nezinkundla zokuxhumana.
Umbiko uphinde waphawula ukuthi u-40% wabafundi basekolishi uthe baphequlula amasayithi emfashini asheshayo noma izinhlelo zokusebenza kanye ngosuku noma ngaphezulu. Oyedwa kwabafundi ababili uthe ubukela izinto ezisheshayo ezinkundleni zokuxhumana masonto onke noma kaningi.
Izibalo ziphinde ziphakamise ukuthi naphezu kwedumela lika-Gen Z lokuba abathengi abaqaphelayo, ukuyenga kwemfashini esheshayo kusewumkhuba onzima ukuwuyeka.
Lokhu kuzobathinta kanjani amabhrendi wemfashini nabathengisi?
Saunders uyaphawula: “Indlela yokusebenzisa kabi utshwala isibe nesisekelo ezinkundleni zokuxhumana, kodwa omunye wemibuzo ebalulekile ukuthi kungakanani ukusebenza kahle nokuyingxenye uma kuqhathaniswa nokuthi abathengi benza izinguquko zangempela nezijulile emikhubeni yabo yokuthenga.”
Kodwa-ke, kuyacaca ukuthi ukukhula kokugcizelelwa kwezimpahla ezisetshenzisiwe kanye 'nama-capsule wardrobes' akhuthaza abathengi ukuthi bathenge izinto ezimbalwa ezihlala isikhathi eside futhi ezisebenza ezingutsheni eziningi, kubaluleke kakhulu ezinkampanini zemfashini.
Isibonelo, umdayisi wengqephu obalulekile waseBrithani u-Primark usanda kwethula isitolo sokushintshisana ngezivivinyo ngokubambisana nenkampani eyisiyingi i-Verte.
Umqondisi wePrimark Cares uLynne Walker uthe ngesikhathi sokwethulwa: “Sikholelwa ngempela ekusizeni abantu ukuthi bathande izingubo zabo isikhathi eside futhi ukusebenzisana kwethu kwakamuva neVerte kusivumela ukuthi senze lokho kanye. Sithemba ukuthi ama-pop-ups ethu azokhuthaza abantu abaningi ukuthi babambe iqhaza emnothweni wemfashini oyindilinga okhulayo. "
Ngasekuqaleni kwalo nyaka, umthengisi wezicathulo waseBrithani u-Schuh usebenzisane ne-Vintage Threads, umthengisi wezimpahla zakudala okhethiwe nosenziwe kabusha, ukuze ethule iqoqo lezingcezu zezandla ezingu-57 ezenziwe ngezicathulo ezithandwayo ngesikhathi soSuku Lomhlaba.
Ngo-Mashi 2024, Umbiko Wokuthengisa, ebhalelwe isitolo semfashini esiku-inthanethi i-Thredup yinkampani yocwaningo lwedatha i-GlobalData iveze ukuthi umkhakha wamasekeni ukhule ngokushesha izikhathi eziyi-15 kunomkhakha wezingubo zokuthengisa obanzi ngo-2023.
U-Saunders uyanezela ukuthi naphezu kokungenakwenzeka komthelela omkhulu ekuthengisweni kwemfashini jikelele, imikhiqizo nabathengisi kufanele banake lo mkhuba okhulayo.
Uyachaza: “Ekugcineni, ngicabanga ukuthi lokhu kusho ukuthi ngeke kube nomthelela omkhulu emfashinini mayelana nokudayiswa kwayo yonke into. Sesikushilo lokho, amabhrendi angaba ukuhlakanipha ukuthatha inkomba kuthrendi futhi agcizelele izinto ezinjengokuqina, ikhwalithi nokuphila isikhathi eside kwemikhiqizo yawo.
"Lokhu kufaka isifiso sokuthola imali, okumayelana nekhwalithi njengoba kumayelana nentengo."
Umthombo ovela Isitayela Nje
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