Imfashini ephakeme yilabo abacebile abangakwazi ukukhokhela okuningi. Kodwa-ke, ukungabikho kwemali eningi engasetshenziswa ekugqoke izingubo, izicathulo, izesekeli nezimonyo ezikhiqizwa yizimpawu zokuhweba ezidume kakhulu akusho ukuthi akunakwenzeka ukubukeka kuhloniphekile futhi kuyisimangaliso. Lokho esikubonayo emagumbini omhlaba, emva kwesikhashana kubonakala emakethe enkulu, kodwa ngokusebenza okuhlukile. Kuthiwani "imakethe enkulu"? - Leli qembu lemikhiqizo eyenzelwe abathengi bezinga eliphakathi, okungukuthi, umthengi omkhulu. Emnothweni wamanje, ingxenye enkulu yemakethe inomunye wemisebenzi yokuhola. Inani lalinganiselwa ku-190 billion euro.
Izinzuzo emakethe enkulu
Yini ehlukile, isibonelo, izambatho zesigaba samakethe-mass market kusuka yiziphi izimpahla ezisezakhi zokunethezeka? Okokuqala, ikhwalithi yemikhiqizo yamakethe enkulu-kulinganiselwa ukuthi isilinganiso. Lokhu akusho ukuthi lezo zimpahla zimbi noma azifanelekile ukunakwa. Ukusetshenziswa kwezinto ezibizayo, indawo yokukhiqiza ezindaweni ezinamabhizinisi ashibhile, izindleko zokukhangisa eziphansi kakhulu ziyizimpawu zemakethe enkulu, okwenza kube lula ukunciphisa izindleko zomkhiqizo wokugcina. Yilokho okuheha umthengi kule ngxenye yemakethe. Ngenxa yokuthi imikhiqizo iyaphendukela ezimweni zendabuko futhi ihluke ngenani lentando yeningi, ukuthandwa kwayo kukhula unyaka nonyaka. Ngendlela, imikhiqizo efanelekayo yezimakethe ezimakethe zikhethwa yibo abangakwazi ukukhokhela okuningi. Ngakho-ke, odumile abaningi bomhlaba ekuphileni kwansuku zonke bakhetha okuhle kakhulu emakethe enkulu, futhi izingubo nezicathulo, ezidalwa yizikhukhumezi ezidumile, zikhona ngezikhathi ezikhethekile.
Okuhamba kahle kakhulu
Ukuqaliswa kwezimpahla zalesi sigaba kuvame ukuqhutshwa ngamaphuzu akhethekile okudayiswa, futhi umsebenzi wezimpahla ngokwawo ukuthengiswa kwemakethe kuyisibonelo esihle sokusungulwa kohlelo lwe-franchise.
Isibonakaliso esiyinhloko sokufunwa kwanoma imuphi umkhiqizo kungumthamo wokuthengiswa kwayo, ngakho kulula ukubona imikhiqizo emihle yezimakethe ezinkulu. Lezi yizimpawu zokuthengisa ezijwayele wonke ama-fashionista, ungafihli ulwazi mayelana nezinga lenzuzo ngokuthumela imibiko kumawebhusayithi awo asemthethweni. Ukulinganisa okungcono kunakho okwenziwe kwimali engenayo yezinkampani ezinkulu. Futhi imikhiqizo ethandwa kakhulu yi-brand yaseSweden i-H & M, ehola ama-euro angaphezu kwezigidi ezingu-12 ngonyaka futhi ihlala engaphezu kuka-6% wemakethe yomhlaba. Namuhla, i-H & M iyajabula ngezingubo ezimfashini, izesekeli, izicathulo, izingubo zangaphansi zangaphansi kanye namashukela kanye nabesifazane, namadoda nabantwana. Akungabazeki nakakhulu - kungenzeka ukuthengwa kwe-intanethi.
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Esikhathini sesibili yi-Gap yenkampani enenzuzo ye-euro eziyizigidi eziyizinkulungwane ezingu-10 ngonyaka futhi ihlala cishe engama-5% emakethe. I-American brand, eyasungulwa eSan Bruno ngo-1969, yakwazi ukuba ngowesibili eplanethi ngokwezinga le-network yokuhweba. E-America, i-Gap yikhiqiza enkulu kunazo zonke izingubo zomndeni wonke.
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Uvala umkhiqizo ophezulu wabathengi abathathu abawuthandayo u-Uniqlo (imali engenayo engaphezu kwama-euro ayizinkulungwane ezingu-8 ngonyaka, isabelo semakethe esingaba ngu-4.5%). Naphezu komsuka waseJapane walowo mkhiqizo, imikhiqizo yayo iyathandwa kakhulu emhlabeni jikelele, ikakhulukazi e-US.
Phakathi kwezinto ezithandwayo zokugqoka kukhona i-Esprit, i-Calvin Klein, i- Zara , i- Mango ne-Topshop.
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Ukunakekelwa kubuye kubhalelwe izimonyo zesigaba semakethe enkulu. Leli gama elide elidumile likaGarnier, L'Oréal, uLumene, Max Factor, u-"L'Etoile" wekhaya, kanye nokukhangiswa okuncane, kodwa ekufuneni i-NYX, i-Sleek MakeUP, i-Essence, i-Catrice, i-NoUBA. Ngendlela, izimonyo zokushiya nezokuhlobisa zamakethe-mass zisetshenziselwa ochwepheshe.
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