IiBrands Ziza Kuphendula Njani Kwingxaki Yokunikezelwa Kwezinto Zezimonyo Ehlabathini Lonke?

“Abathengisi abaninzi kunye neebhrendi ngokufanayo banethemba lokuba imiba yokuthengwa kwezinto ezibangelwe yibhubhane ayizukuphazamisa ukuthengiswa kwethu kobuhle okuphucukayo – nangona amaxabiso aphezulu kunye nengxaki yezoqoqosho ezayo anokubangela ukuba abathengi abaninzi banciphise ukuthenga iimveliso ezinkulu.” UMusab Balbale, usekela-mongameli omkhulu kunye negosa eliyintloko lezorhwebo kwiCVS Health, ethetha kwintlanganiso yonyaka yeNational Association of Pharmacy Chains (NACDS), evulwe nge-23 ka-Epreli ePalm Beach, eFlorida.

Yasekwa ngo-1933, i-NACDS ngumbutho omele isiseko seshishini leekhemesti laseMelika, uthotho lweekhemesti. Ukususela ngeminyaka yoo-1980, iikhemesti zaseMelika ziye zazama ukuphuhlisa impilo, ubuhle kunye nokhathalelo lwasekhaya. Iimveliso zazo eziphambili zahlulwe zibe ziindidi ezintathu ezibanzi: amayeza kagqirha, iimveliso ezithengiswa ngaphandle kwekhawuntara, iimveliso zobuhle kunye nokhathalelo lomntu, kunye nezithambiso. 

Kuxelwe ukuba le ntlanganiso iza kuba yintlanganiso yokuqala yonyaka ye-NACDS ukusukela ngo-2019, kwaye abaphathi abavela kwi-L'Oreal, Procter & Gamble, Unilever, Coty, CVS, Walmart, Rite Aid, Walgreens, Shoppers Drug Mart, njl. baya kuya.

Njengoko uBalbale etshilo, imiba yecandelo lokubonelela ngeenkonzo iya kuba yenye yezona zihloko zishushu ezixutyushwayo kule ngqungquthela, eza kuxoxa nangempembelelo eqhubekayo kushishino kunye nezisombululo kwimiba echaphazela amashishini afana nokunyuka kwamaxabiso, ukudodobala koqoqosho kunye nokuphazamiseka kwezopolitiko.

Izithambiso zeHlabathi kwiNgxaki yoThengiso lweZibonelelo

“Kulindeleke ukuba uxinano lonikezelo kunye nokulibaziseka kokuthunyelwa kweempahla kunciphe. Kodwa ngenxa yengxaki yeRashiya neUkraine, ukunyuka kwamaxabiso eoyile kunye neengxaki zabasebenzi kunye nokukhupha izinto kwizibuko zaseTshayina nase-US - indibaniselwano yezinto iya kubonisa umngcipheko wokuphazamiseka kwekhonkco lonikezelo kwixesha elizayo - le ngozi ingaqhubeka ukuya kwisiqingatha sesibini salo nyaka,” utshilo uStephanie Wissink, umhlalutyi omkhulu kwiJefferie, ibhanki yotyalo-mali yamazwe ngamazwe.

Ucwangciso loyilo lweshishini oluthi “amaqanda akakho kwingobozi enye” aluxatyiswanga yiCoty Group kuphela. Njengomthengisi weemveliso zobuhle, iGosa eliyiNtloko yoKhulo laseMesa uScott Kestenbaum (Scott Kestenbaum), osebenza neSephora, iWalmart, iTarget kunye nabanye abathengisi, uthe iMesa ibisebenza nzima ukwenza ukuba iiFektri zifuduselwe ngaphakathi kangangoko kunokwenzeka kwaye zasasazwa kwizixeko ezahlukeneyo.

Ukongeza kwindlela ezisasazeke ngayo iifektri, izisombululo "zokwandisa amandla emveliso" kunye "nokugcina impahla" nazo ziyathandwa zezinye iinkampani.

Izithambiso ezingabizi kakhulu zivula ithuba

“Akukho mathandabuzo ukuba ukunyuka kwamaxabiso ezithako zobuhle kunye nokunyuka kwamaxabiso kuya kuqinisa imida yabathengi—kodwa okunomdla kukuba, ngoku isenokuba lelona thuba likhulu leiimpawu zobuhle ezifikelelekayo.” Umbhali uFaye Brookman, iWWD Personality ubhale kwikholamu.

“Iminyaka emibini edlulileyo ibiyeyona minyaka mibini ibalaseleyo ilandelelana. Sidibene nabathengi abaninzi abatsha abebenathi rhoqo,” utshilo uMark Griffin, umongameli kunye ne-CEO yeLewis Family Drug. “Abantu abaninzi bakhetha ukuthenga ixabiso elifikelelekayo abalifunayo. Iimpawu, endaweni yokuqhuba ukuya kwiivenkile ezidumileyo, kufuneka sibe nazo ecaleni kwethu.”

Ngokutsho kweWWD, iiblogi ezininzi zobuhle kwiTikTok kutshanje zikhuphe i-lipstick kaMilani ethi Color Fetish Matte endaweni kaCharlotte Tilbury. Isenzo samkelwe ngomdla, kunye nesikaMilani ethiimilebe yomlomoukuthengiswa ngokukhawuleza kwintengiso ye-Ulta neWalgreens kunyuke ngama-300% kwiiveki ezimbini.

Kwiiveki ezine eziphele nge-12 kaMatshi 2022, ukuthengiswa kweemveliso zobuhle ezifikelelekayo kukhule nge-8.1% unyaka nonyaka, ngokutsho kweNielsen IQ. Kwingxelo yayo, iWWD ithi ukunyuka kwamaxabiso eemveliso zobuhle kunokunceda iimpawu ezifikelelekayo: “Kwezi mpawu, ukunyuka kwezinto eziluhlaza kunye namaxabiso kudla ngokubonakala kwixabiso le-lip balm kwi-$7, ngoku eyi-$8; ixabiso lokuqala le-$30, $40 ngoku - elokuqala liyamkeleka ngakumbi xa lithelekiswa.”

Okwangoku, abathengisi nabo bongeza iimveliso "ezingenaxabiso liphantsi", ezingabizi kakhulu kwaye zingabi phantsi. Kwisiqingatha sesibini sowama-2022, iWalgreens iza kongeza iimveliso ezifana neHey Humans kunye neMakeup Revolution ezifikelelekayo nezisebenzayo, utshilo uLauren Brindley, usekela-mongameli wezononophelo lomntu kunye nobuhle eWalgreens. Le mveliso idumile. “Ndiyathemba ukuba abathengi bethu akufuneki bancame umgangatho weendlela zabo zobuhle ngenxa yokunyuka kwamaxabiso,” utshilo. “Ukufikeleleka kunye nomgangatho azihambelani.” 

Njengomthengisi, uKestenbaum ukwathe imakethi yangoku "yinkqwithela egqibeleleyo" kwiibhrendi zobuhle ezifikelelekayo. "Iibhrendi ezifikelelekayo zikwimeko ekhethekileyo ngexesha loqoqosho," utshilo, "kuba ziyaxhamla kokubini kukwanda kwentengiso yeenyawo kwiindawo zokutya, iziyobisi kunye nabathengisi abakhulu, kunye nabathengi 'abathoba' umgangatho abaqala ukufuna amaxabiso aphantsi. Isivumelwano. Bona."