Njengoba umqondo “wemfashini esebenzayo” uqhubeka nokudlondlobala emphakathini wokufaneleka womhlaba wonke, amasudi omzimba ezokusubatha namasethi e-yoga amelwe ulayini we-SKIMS kaKim Kardashian asephenduke imizwelo ngokushesha ezinkundleni zokuxhumana. Ikhuthazwe yile threndi, uhla lwemikhiqizo yokugqoka ye-yoga equkethe ukusikeka kokuzizwa unqunu kanye nemiklamo yokuma okhalweni oluphezulu ithengiswa kakhulu ezimakethe zaphesheya kwezilwandle. Ngemuva kwalokhu kuqubuka, izinkampani eziningi zamazwe ngamazwe zikhetha ukusebenzisana nezimboni zokugqoka ze-yoga zangokwezifiso zaseShayina, zisebenzise imodeli "yokuthunyelwa okuqondile kwasefekthri" ukuze kufinyezwe amaketanga okunikezela, ukunciphisa izindleko, nokusheshisa ukuphendula komkhiqizo.

Ochwepheshe bemboni baphawula ukuthi imikhiqizo ephefumulelwe uKim Kardashian igcizelela “ukufaneleka kokugona umzimba nokwesekwa okunethezekile,” okungadingi nje kuphela ukusebenza okuphezulu kwendwangu kodwa futhi kudinga ukwenza ngokwezifiso amaqebelengwane amancane aguquguqukayo ukuze avumelane ngokushesha nezimo ezishintshayo. Lawa ngamandla ezimboni zokugqoka ze-yoga zesiShayina esivuthiwe.

Thatha imboni ye-UWELL ka-Chengdu Youwen Mechanical & Electrical njengesibonelo. Njengefekthri yokugqoka ye-yoga ejwayele ukufakwa ezimakethe zaphesheya kwezilwandle, i-UWELL sekuyisikhathi eside ihlinzeka ngezinsizakalo ze-ODM/OEM eYurophu naseNyakatho Melika. Imikhiqizo yayo ephambili—njengesethi ye-yoga enemikhono emfishane enemikhono emide” kanye “nesudi yomzimba yokubumba i-halter-neck”—iqondana eduze nomklamo nobungcweti besitayela se-SKIMS, izuza umusa phakathi kwemikhiqizo eminingi ewela imingcele kanye nabathengisi abazimele be-inthanethi. Ngesixazululo esisodwa esinikeza “imiklamo yangokwezifiso + ukuphrinta kwelogo + i-MOQ ephansi,” amakhasimende angakwazi ukuzuza ngokushesha ukuhlukaniswa komkhiqizo nokwenza kube ngokwakho umkhiqizo, eqaphela uchungechunge lokuhlinzeka oluqondile “kwefekthri kuya kumthengi” lwangempela.

Uma kuqhathaniswa nokukhiqizwa kwamalebula angasese endabuko, imodeli yefekthri ye-yoga yangokwezifiso igcizelela kakhulu ukuguquguquka nokusebenzisana okujulile. Imikhiqizo eminingi esafufusa idala ngokuhlanganyela imikhiqizo nezimboni zaseShayina kusukela ekuqaleni, ihlanganisa idizayini, amasampula, ukupakishwa, nokuthunyelwa kwemikhumbi ukuze kuzuzwe ukuqinisekiswa kwemakethe okunengozi ephansi, nokusebenza kahle kakhulu. Omele i-UWELL uthe, “Asibona nje umakhi; sifisa ukuba ozakwethu ohambweni lokukhulisa umkhiqizo wamakhasimende ethu.”

Njengamanje, "ukuthunyelwa okuqondile kwasefekthri" sekuphenduke inkambiso entsha ekuhwebeni kwe-e-border. Ngakolunye uhlangothi, kunciphisa abaxhumanisi ukuze kuqinisekiswe izinzuzo zamanani; ngakolunye uhlangothi, ithuthukisa ukushesha kokubuyekezwa komkhiqizo—ikakhulukazi ifanele izigaba zokugqoka ze-yoga ezidinga ukukhishwa okusha okusheshayo. Ngokusebenzisa uchungechunge oluqinile lokuhlinzeka ngendwangu kanye nekhono lokusampula endlini, izimboni zokugqoka ze-yoga kancane kancane ziba yizindawo ezibalulekile zemikhiqizo yamazwe ngamazwe efuna ukuncintisana okuhlukene.

Ngokwasemuva kokukhuphuka komhlaba wonke kwemfashini yezokusubatha, ukusebenzisana nezimboni zokugqoka zangokwezifiso ze-yoga akwehlisi nje kuphela imingcele yokusebenza komkhiqizo kodwa futhi kunikeza ukuguquguquka okuqinile kwemakethe kwemikhiqizo. Uma sibheka phambili, njengoba abathengi beqhubeka befuna ikhwalithi, idizayini, nokusimama, izimboni zaseShayina ezinamandla okukhiqiza avumelana nezimo nokuqwashisa ngesevisi yamazwe ngamazwe zizodlala indima ebaluleke kakhulu emakethe yokugqoka ye-yoga yomhlaba wonke.