Ukuthi Ukubambisana Nabagqugquzeli Bemfashini Kungathuthukisa Kanjani Ukuthengisa

Abathengi bemfashini baya ngokuya baphendukela ezinkundleni zokuxhumana ezifana ne-Instagram ne-Facebook ukuze bathole ugqozi, bedlula ukusesha kwe-Google, ngokombiko we-RetailX Global Fashion 2023. Ngaphezu kwesigamu sabathengi bemfashini emhlabeni wonke manje basebenzisa i-Instagram (52.4%) kanye ne-Facebook (51.6%). Ukukhanga okubonwayo kwenkundla yezokuxhumana kanye nesiko lokuthonya kuqinise isikhundla saso njengesiteshi esibalulekile sokutholwa kwemfashini. 

Ukuhwebelana kwezenhlalo kubikezelwa ukuthi kuzokhula kakhulu, futhi umthelela wako embonini yezemfashini awunakuphikwa. Unalokhu emqondweni, kubalulekile ukuthi amabhizinisi emfashini angagcini ngokuthumela ezinkundleni zokuxhumana kodwa futhi asebenzise ithuba elibalulekile labashisekeli bemfashini. 

Angiqiniseki ukuthi ubambisana nemfashini abathonya ilungele ibhrendi yakho? Qhubeka ufunde ukuze ufunde kabanzi mayelana nokuthi abagqugquzeli bemfashini bangathuthukisa kanjani ukuthengisa kwebhizinisi lakho, kanye nezibonelo ezithile zabathonya ongase ufune ukusebenzisana nabo. 

Okuqukethwe
Yini i-fashion influencer?
Izinzuzo zokumaketha okunamandla embonini yemfashini
Ukukhetha abagqugquzeli bemfashini abahamba phambili
Abagqugquzeli bemfashini abaphambili ngo-2024
Imicabango yokugcina

Yini i-fashion influencer?

Umgqugquzeli wemfashini ngumuntu ozakhele abalandeli ababalulekile ezinkundleni zokuxhumana ezifana ne-Instagram, YouTube, TikTok, noma amabhulogi ngokwabelana njalo ngokuqukethwe okuhlobene nemfashini, isitayela, ubuhle, nendlela yokuphila. Abagqugquzeli bemfashini bavame ukuba nomkhiqizo womuntu siqu oqinile nomuzwa ohlukile wesitayela ohambisana nezithameli zabo. Babonisa ukukhetha kwabo kwemfashini, banikeze amathiphu esitayela, babuyekeze imikhiqizo, futhi babelane ngemininingwane ngamathrendi akamuva embonini yemfashini.

Abagqugquzeli bemfashini bafika ngezindlela ezihlukahlukene nosayizi, kusukela kubathonya abakhulu abanezigidi zabalandeli kuye kwabathonya abancane abanezithameli ezincane kodwa ezibambeke kakhulu. Bangase bagxile kuma-niches athile emhlabeni wemfashini, njengokunethezeka, izingubo zasemgwaqweni, ezinzile, ezinosayizi ongaphezulu, noma imfashini enesizotha.

Umthelela wabagqugquzeli bemfashini udlulela ngalé kokubonisa nje izingubo zokugqoka kanye nezinsiza; futhi zidlala indima ebalulekile ekulolongeni ukuziphatha kwabathengi, ukushayela ukuqwashisa ngomkhiqizo, kanye nokuba nomthelela ezinqumweni zokuthenga. Imikhiqizo yemfashini ivamise ukusebenzisana nabagqugquzeli ukuze ifinyelele izethameli eziqondiswe kubo, ikhulise ukubonakala komkhiqizo, futhi ikhiqize umsindo ngemikhiqizo emisha noma amaqoqo.

Izinzuzo zokumaketha okunamandla embonini yemfashini

I-Influencer marketing iphumelela kakhulu embonini yezemfashini ngezizathu ezimbalwa:

Izincomo eziyiqiniso ziqhuba ukuthenga

Isizathu esisodwa esibalulekile sokuthi kungani ukusebenzisana nabagqugquzeli bemfashini kungakhuphula ukuthengisa ubuqiniso obubonakalayo bezincomo zabo. Abagqugquzeli bakhe ukuthembana kubalandeli babo, abababheka njengemithombo ehlobene neyiqiniso yogqozi. Lapho abagqugquzeli begunyaza uhlobo lwemfashini noma umkhiqizo, abalandeli babo maningi amathuba okuthi bathenge ngokusekelwe kuleso sincomo.

Ukwandisa ukufinyelela ezithamelini eziqondiwe

Abagqugquzeli bemfashini bavame ukuba nabalandeli abaningi kuzo zonke izinkundla zokuxhumana, okuvumela amabhrendi ukuthi andise ukufinyelela kwawo futhi aqondise inani labantu elithile. Noma ngabe ku-Instagram, YouTube, TikTok, noma ezinye izinkundla, abagqugquzeli bangafinyelela izethameli okungenzeka kube nzima ukuzikhomba ngeziteshi zokukhangisa zendabuko.

Isibonelo, uhlobo lwemfashini olunethezeka UGucci uhlanganyele nomgqugquzeli weTikTok u-Addison Rae ukukhangisa imikhiqizo yayo kubabukeli abasebasha. Ukusebenzisana kuholele ezigidini zokubukwa kanye nokwandisa ukuqwashisa ngomkhiqizo phakathi kwabathengi be-Gen Z.

Abagqugquzeli baphinde bazibandakanye nabalandeli babo njalo ngamazwana, ukuthanda, nemilayezo eqondile. Leli zinga eliphezulu lokusebenzelana lidala umuzwa womphakathi nokwethembana phakathi kwabalandeli, kubenze bamukele izincomo zomkhiqizo ezivela kubagqugquzeli babo abathandayo.

Ukwakha okuqukethwe okubandakanya

Imfashini ibonakala ngokwemvelo, futhi izinkundla zokuxhumana zigxile kakhulu ekubukeni. Abagqugquzeli badala okuqukethwe okukhangayo okunemikhiqizo yemfashini, okungadonsa ukunaka kwabalandeli babo futhi kubonise ngempumelelo ukunikezwa komkhiqizo.

Ikakhulukazi, abagqugquzeli benza kahle kakhulu ekudaleni okuqukethwe okukhangayo nokuhehayo okuheha abalandeli babo. Ngokufaka imikhiqizo yemfashini kokuthunyelwe kwabo, amavidiyo, nezindaba, abagqugquzeli bangakhombisa umkhiqizo ngendlela ehambisana nezithameli zabo futhi ibakhuthaze ukuthi bathathe isinyathelo.

IFashion Nova isebenzisana nabagqugquzeli ukuze bakhe okuqukethwe okuxhasiwe okubonisa izingubo zabo zemfashini nezinsiza. Ngezithombe namavidiyo akhangayo, abagqugquzeli abafana noCardi B noKylie Jenner basize iFashion Nova ube ngomunye wemikhiqizo yemfashini ekhula ngokushesha ezinkundleni zokuxhumana.

Ukuhlala ngaphambi kwamathrendi

Abagqugquzeli bemfashini bavamise ukuba ngabadwebi bemfashini embonini abakwazi ukubona futhi baqhakambise izitayela ezisafufusa. Ngokubambisana nabagqugquzeli, amabhrendi emfashini angahlala ngaphambi kwejika futhi azibeke njengabaqambi abasha nabaphambili bemfashini.

Isibonelo, i-Adidas ibambisene nabagqugquzeli abanjengoPharrell Williams kanye Kylie Jenner ukwethula amaqoqo amasha amateki. Lokhu kubambisana kudale umsindo kumkhiqizo futhi kwagqugquzela ukuthengiswa kwabathandi bamateku nabathengi abaphambili ngemfashini.

Ukwengeza, abagqugquzeli bemfashini bavame ukukhombisa indlela yokuphila yobukhazikhazi neyokulangazelela, ehambisana nezifiso zabalandeli babo. Ngokuhlobanisa uhlobo lwazo nalaba bagqugquzeli, izinkampani zemfashini zingangena ezicini ezishisekayo zezifiso zendlela yokuphila yababukeli bazo.

Imiphumela elinganisekayo

Ngokungafani nezindlela zokukhangisa ezivamile, ukumaketha kwe-influencer kunikeza imiphumela elinganisekayo evumela imikhiqizo ukuthi ilandelele ukusebenza kwemikhankaso yabo. Ngokuhlaziya amamethrikhi afana namazinga okuzibandakanya, amanani okuchofoza, namazinga okuguqulwa, amabhrendi emfashini angahlola i-ROI yobambiswano lwabagqugquzeli futhi alungiselele amasu abo ngokufanele. 

Ngokusho kocwaningo olwenziwa ngu Ithimba Lezentengiso Elinomthelela, amabhizinisi athola isilinganiso sama-US $5.20 kuyo yonke i-US $1 echithwa ekukhangiseni kwabanamandla. 

Sekukonke, ukumaketha kwe-influencer kunikeza izinhlobo zemfashini indlela enamandla yokuxhumana nabathengi, ukushayela ukuqwashisa ngomkhiqizo, futhi ekugcineni kwandise ukuthengisa endaweni yedijithali ethuthuka ngokushesha.

Ukukhetha abagqugquzeli bemfashini abahamba phambili

Lapho ukhetha abagqugquzeli ozosebenzisana nabo, uhlobo lwakho lwemfashini kufanele lucabangele izici ezimbalwa ukuze uqinisekise impumelelo yemikhankaso yakho yokumaketha yabathonya:

1. ukuqondana: Okuqukethwe komgqugquzeli kufanele kuhambisane nezithameli zakho, ubuhle, kanye namanani. Bheka abagqugquzeli abalandeli babo abafanisa amaphrofayili ezibalo kanye nezengqondo zamakhasimende akho afanelekile. Ukwengeza, qinisekisa ukuthi uhlobo lomgqugquzeli luhambisana nesithombe somkhiqizo wakho wemfashini, amanani, kanye nemiyalezo. Bheka abagqugquzeli abasitayela sabo nobuntu buhambisana nobunikazi bomkhiqizo wakho kanye nezimiso zokuziphatha.
2. ukuzibophezela: Hlola amamethrikhi okubandakanyeka komgqugquzeli, njengokuthandwa, amazwana, ukwabelana, nokonga. Amazinga aphezulu okuzibandakanya abonisa ukuthi izethameli zomgqugquzeli zihlanganyela ngokukhuthele nokuqukethwe kwazo, okungaholela emiphumeleni engcono yomkhankaso. (Ithiphu: Ukuzibandakanya kubaluleke kakhulu kunenombolo yabalandeli.)
3. bobuqiniso: Khetha abagqugquzeli abahlanganisa ngokweqiniso okuqukethwe okuxhasiwe kokuphakelayo kwabo. Gwema abagqugquzeli abanomlando wokuphromotha imikhiqizo engabalulekile noma yekhwalithi ephansi, njengoba lokhu kungalimaza ukwethembeka kwabo bobabili abathonya kanye nomkhiqizo.
4. Ikhwalithi yokuqukethwe: Hlola ikhwalithi yokuqukethwe komgqugquzeli, okuhlanganisa ukuthwebula izithombe, ividiyo, nesitayela sokubhala. Bheka abagqugquzeli abadala okuqukethwe okukhangayo nokukhangayo okuhambisana nezethameli zabo.
5. Ulwazi oluqoshiwe: Cwaninga ukusebenzisana kwangaphambilini komgqugquzeli nemikhankaso ukuze uhlole irekhodi labo lempumelelo. Bheka abagqugquzeli abanekhono elifakazelwe lokushayela imiphumela, njengokukhuphuka kokuqwashisa ngomkhiqizo, ithrafikhi yewebhusayithi, nokuthengisa.
6. Ibhajethi: Lapho ukhetha ozakwethu, cabanga ngezingqinamba zebhajethi yakho kanye nesakhiwo samanani somgqugquzeli. Ngenkathi abanye abagqugquzeli bengase bakhokhise izimali eziphezulu zokuqukethwe okuxhasiwe, abanye bangase bavulekele ukuxoxisana noma banikeze amanani athengekayo.

Ngokucubungula lezi zici ngokucophelela, amabhrendi emfashini angakwazi ukuhlonza abagqugquzeli abangcono kakhulu ongasebenzisana nabo futhi adale imikhankaso yokumaketha yabagqugquzeli ehambisana nezethameli eziqondiswe kubo.

Abagqugquzeli bemfashini abaphambili ngo-2024

Ngokuqukethwe kwabo okubandakanyayo, isitayela esiyingqayizivele, nokulandela okukhulu, laba bagqugquzeli sebephenduke ozakwethu abafunwayo bemikhiqizo efuna ukwandisa ukufinyelela kwabo futhi baxhumane nezithameli zabo ezihlosiwe. 

Nalu uhlu olukhethiwe lwabagqugquzeli bemfashini abaphambili ngo-2024:

1. Chiara Ferragni: Ngabalandeli be-Instagram abangaphezu kwezigidi ezingama-29, Chiara Ferragni ungumgqugquzeli wemfashini wase-Italy kanye nemodeli edume ngokuqukethwe kwayo kwemfashini okuyiqiniso, okuseqophelweni eliphezulu.
2. Avani: Ukukhuphukela ekudumeni ngeTikTok, avani gregg uqoqe abalandeli abangaphezu kwezigidi ezingu-17 ku-Instagram, okumenza abe umgqugquzeli ovelele wemfashini nendlela yokuphila.
3. U-Emma Chamberlain: Uyaziwa ngokuqukethwe kwakhe okucacile nokuhlobene, U-Emma Chamberlain uthole ukuduma okusabalele ezinkundleni zokuxhumana ngenxa yemfashini yakhe, ubuhle, nendlela yokuphila.
4. Ukuhlakanipha Kaye: Ugujwe ngomuzwa wakhe wemfashini oyingqayizivele nesitayela, Wisdom Kaye iqoqe abalandeli abangaphezu kwezigidi ezingu-3.6 ku-Instagram futhi yaziwa ngokwephula imikhuba yemfashini yendabuko.
5. UMariano Di Vaio: Umgqugquzeli wemfashini wase-Italy nosomabhizinisi, UMariano Di Vaio wabelana ngesitayela sakhe semfashini ephezulu kanye nokuhlangenwe nakho kwezokuvakasha nabalandeli bakhe abakhulu ku-Instagram.
6. Cindy Kimberly: Ngokulandela okukhulu ku-Instagram, Cindy Kimberly uthole ukuqashelwa ngokuqukethwe kwakhe kobuciko kanye nomsebenzi wokumodela ngemikhiqizo ehlukahlukene yemfashini nobuhle.
7. Miranda Kerr: I-supermodel eyaziwa emhlabeni jikelele Miranda Kerr igcina ubukhona obuqinile benkundla yezokuxhumana enabalandeli abangaphezu kwezigidi eziyi-14 ku-Instagram, ibambisene nemikhiqizo njengabagqugquzeli bemfashini.
8. Gala Gonzalez: Umgqugquzeli wemfashini waseSpain, Gala Gonzalez usungule ilebuli yakhe,”Amlul,” futhi wazuza ukuduma okuphawulekayo ngendalo yakhe yemfashini nokubukeka.
9. UCamila Coelho: U-Camila Coelho ungumgqugquzeli wemfashini nobuhle, usomabhizinisi, nomdali wokuqukethwe owaziwa ngezifundo zakhe zobuhle, izeluleko zemfashini, nokusebenzisana nemikhiqizo eyaziwayo.
10. UBryan Yambao (Bryanboy): Udume ngomuzwa wakhe wemfashini wobuhle, UBryan Yambao usebenzisana nemikhiqizo yemfashini ephezulu futhi wabelane ngezitayela zakhe zokudala ezinkundleni zokuxhumana.
11. UMargaret Zhang: Ubungazelwe umsebenzi wakhe njengomthwebuli wezithombe zemfashini nomqondisi, UMargaret Zhang waziwa ngokuba nomthelela ezinkundleni zokuxhumana kanye neqhaza lakhe kwezemfashini, amasiko, nendlela yokuphila.

Laba bagqugquzeli bemfashini bamele izitayela ezahlukene, ubuntu, namakhono okudala, okubenza babe ozakwethu ababalulekile bemikhiqizo efuna ukuphakamisa ubukhona babo embonini yezemfashini. 

Kungakhathaliseki ukuthi ngokuqukethwe okuxhasiwe, ukusebenzisana, noma izincomo zomkhiqizo, ukusebenzisana nalaba bagqugquzeli kungasiza amabhizinisi afinyelele izethameli ezintsha, agqugquzele ukuzibandakanya, futhi ekugcineni athuthukise ukuthengisa endaweni yemfashini yokuncintisana ka-2024.

Imicabango yokugcina

Ukuthi usebenzisana nama-mega-influencers, ama-micro-influencers, noma ama-niche influencers, amabhrendi emfashini anamathuba amaningi okusebenzisa amandla okumaketha okunamandla futhi akhuphulele uhlobo lwawo ezingeni eliphezulu lempumelelo.