Ibiranga ibintu byiza byize ubuhanga bwo kwiheba no kwifuzwa, kubaka ingamba zirenze kugurisha ibicuruzwa byoroshye no gutanga uburambe nyabwo kubakoresha. Ubu buryo bwo kwamamaza bwarigishijwe kandi bukoreshwa mubindi bice, harimo na digitale, aho hakenewe gutandukana no kwimenyekanisha bigenda bigaragara.
Ubushakashatsi bwakozwe na Bain & Company bwerekana ko isoko ryiza ryiyongera ku kigereranyo cya 6% ku mwaka, ndetse no mu gihe cy’ubukungu budahungabana. Uku kwihangana guterwa no gukoresha imbarutso yamarangamutima hamwe ningamba zifatika, biganisha ku baguzi kubona ibyo bicuruzwa nkibimenyetso byimiterere nibyagezweho.
Nk’uko byatangajwe na Thiago Finch , inzobere mu kwamamaza hakoreshejwe ikoranabuhanga akaba ari na we washinze Holding Bilhon, ibirango bihebuje ntibipiganwa ku bicuruzwa, ahubwo bigamije kubaka agaciro katagaragara. Agira ati: "Umuguzi w'akataraboneka ntabwo agura ibicuruzwa gusa; bashora imari mu mibereho, mu kuba mu ikipe. Iyi mvugo irashobora kwiganwa ku isoko iryo ari ryo ryose ryifuza kubyara umubano n'ubudahemuka."
Umwihariko nk'igikoresho cyo kwamamaza
Ihame ry'ubuke ni rimwe mu nkingi zamazu yimyambarire ikomeye. Ibigo nka Hermès na Rolex bifashisha urutonde rwo gutegereza n'umusaruro muke kugirango habeho kumva ko ari gake. Iyi moderi, aho kwirukana abakiriya kure, yongera ibyifuzo kandi ishimangira indangamuntu yicyapa.
Urugero, Balenciaga, yishingikiriza ku iyubakwa n’ubushotoranyi kugira ngo habeho gusezerana, mu gihe Loro Piana yihagararaho kubera ubwiza buhebuje bw’ibikoresho byayo n'ubushishozi buhanitse. Dior, kurundi ruhande, imyanya ubwayo mubitekerezo rusange nkibisobanuro bya elegance ya kera no guhanga udushya. Buri kimwe muri ibyo birango gikorana na exclusivité muburyo budasanzwe, bigakora urusobe rwibisobanuro byumvikanisha abumva.
Uku kugenzura kubitangwa nibisabwa bitera icyo bita "ingaruka zubuke," yize cyane mubitekerezo byabaguzi. Iyo ikintu kibonwa nkibidasanzwe cyangwa bigarukira, icyifuzo cyacyo gikura cyane. Iyi phenomenon ishimangira igitekerezo cyuko ibyo bicuruzwa birenze ibintu gusa; ni ibimenyetso byimiterere yabigenewe guhitamo bike.
Mubidukikije bya digitale, ingamba zafashwe namasosiyete ashaka gutandukana. Kwishyira ukizana kwawe kwagize akamaro: ubushakashatsi bwakozwe na McKinsey bwerekana ko amasosiyete ashora imari mu bunararibonye yihariye ashobora kongera amafaranga agera kuri 15%, kubera ko abaguzi baha agaciro ibyo bakeneye bijyanye.
Finch abisobanura agira ati: "Ikoranabuhanga rya digitale ridufasha gupima ingamba zahoze zigarukira ku isi. Uyu munsi, hamwe no gukoresha mudasobwa no gusesengura amakuru, birashoboka gutanga uburambe bwihariye kuri buri mukiriya, kongera umubano no guhinduka" .
Kubaka ibicuruzwa no kwishora mumarangamutima
Ikindi kintu gitandukanya ibirango by'akataraboneka kiri mu guhanga inkuru zishimangira imyumvire y'agaciro. Nkurugero, Louis Vuitton, imyanya ubwayo ntabwo ikora gusa amavarisi namashashi, ahubwo nkikimenyetso kijyanye no kwitonda no gutangaza. Iyi nkuru ishimangira umwirondoro wikigo kandi igatera umubano wamarangamutima nabakiriya.
Byongeye kandi, ingamba zidasanzwe zishimangira uku kwirengagiza. Urugero rumwe ni igihe Louis Vuitton yatangizaga igikapu cyatewe no gupakira imigati, kugurishwa ku giciro kirenga 20.000 $. Ubu bwoko bwibicuruzwa bihuye na logique yimyambarire yiki gihe, aho indangamuntu nicyuma bihabwa agaciro kuruta imikorere.
Indi ngingo y'ingenzi ni ugushinga clubs zihariye. Ibiranga bimwe, nka Chanel, bigabanya uburyo bwo kwegeranya bimwe, mugihe ibindi bikoresha ubutumire mubikorwa byihariye nkuburyo bwo gushimangira itsinda ryatoranijwe. Iyi logique yo "kwinjira muri club" nimwe mumitungo ikomeye yibirango byiza kandi irashobora kwiganwa namasosiyete ya digitale ashaka kongera agaciro kagaragara kubicuruzwa byabo.
Nk’uko Finch abitangaza ngo ibirango bishoboye guhindura abakiriya babo muri ambasaderi bidatinze bifite inyungu zikomeye zo guhatanira. Yagaragaje ati: "Gusezerana ntabwo biva mu bukangurambaga bwo kwamamaza gusa, ahubwo biva ku kuntu ikirango kibonwa n'umukiriya. Amasosiyete akora indangamuntu akomeye abasha gutuma abakiriya babo baba bamwe mu nkuru zabo."
Nigute washyira mubikorwa ingamba zisi
Rero, ibigo mubice bitandukanye birashobora kungukirwa namahame akoreshwa nisoko ryiza kugirango yongere ibyo ageraho kandi abone agaciro. Imyitozo imwe irimo:
- Gukora ibintu bidasanzwe: gutangiza inyandiko ntarengwa, gutanga hakiri kare ibicuruzwa cyangwa serivisi, no kugabanya umubare wabakiriya batanzwe.
- Guhindura ubunararibonye: ukoresheje ubwenge bwubukorikori hamwe nisesengura ryamakuru kugirango wumve ibyo ukunda kandi utange amasezerano yihariye.
- Kubaka umuganda: gushora imari muri gahunda zubudahemuka nitsinda ryihariye kugirango ushimangire imyumvire.
- Inkuru zihuza: gukora inkuru zishimangira indangagaciro nintego yikimenyetso, kubyara indangamuntu hamwe nababumva.
Ikoranabuhanga na exclusivite: ahazaza h'isoko
Iterambere mubwenge bwubuhanga hamwe namakuru makuru yemereye izi ngamba gushyirwa mubikorwa murwego runini. Mubucuruzi bwa digitale, kwimenyekanisha ntibikiri itandukaniro, ahubwo birakenewe.
Finch asoza agira ati: "Isoko ry'akataraboneka ritwigisha ko kugurisha ibicuruzwa bidahagije. Ugomba gukora ubunararibonye bw'abakiriya. Uyu munsi, hamwe n'ikoranabuhanga, birashoboka gukoresha iki gitekerezo mu bucuruzi ubwo ari bwo bwose no kubaka ikirango kitazibagirana."
