UKylie Jenner ukwinqanaba lokuba ngu-bilioneaire wokuqala wosapho.Imifanekiso kaGilbert Carrasquillo / yeGC Xa iindawo zokuzonwabisa zaqala ukunika ingxelo yokuba umda wobuhle kaKylie Jenner, uKylie Cosmetics, wenze phantse i-1 yezigidigidi zeedola kwiinyanga ezili-18, ababukeli beshishini abanamava ngokudibeneyo bakhupha amehlo abo. Kuvakala ngathi kukuhlekisa okungenakufezekiswa kokuqhayisa komntu we-PR othe walunywa kancinci ngaphezulu komlomo we-matte-lipped akwazi ukuhlafuna.
Omnye ongathandabuzekiyo kweli bali libali nguDan Barker, wase-London osekwe e-commerce kunye neengcali zentengiso. Amanani aziva ngokungalinganiyo ngokungenakwenzeka, utsho. Ithuku lam lesisu asikokubathemba. Ke uBarker waya kukhangela ibali lokwenyani.
Ibango elivela kumama kaJenner, uKris, kukuba iKylie Cosmetics ithengise imveliso eyi- $ 420 yezigidi ukusukela oko yasungulwa kwiinyanga ezili-18 ezidlulileyo. UBarker ubeka esi siphakamiso kumxholo ngokuthelekisa namanani okugqibela eBurt's Bees. Ezo zibonise i-250 yezigidi zeedola kwingeniso yonyaka, ngaphambi nje kokuba inkampani ifumaneke nge-925 yezigidi zeedola.
Ngaba kunokwenzeka ukuba iKylie Cosmetics sele isenza ishishini eliphindwe kabini njengenye yeempawu zeshishini lobuhle? Ngokophando lukaBarker, kukho izikhombisi ezomeleleyo zokuba impumelelo ka-Kylie Cosmetics yile yokuba usisi ongumntwana oneentloni ngoku ubaluleke kakhulu ephepheni kunaye nawuphi na umntu kusapho lwakhe.
Ukucinga ukuba ukuthengisa kukaKylie kuye kwahamba ngokulinganayo-akukho spikes okanye idiphu-kwiinyanga ezili-18 ezidlulileyo, ingeniso yakhe ye-2017 yayiya kuba yi-280 yezigidi zeedola. Kodwa amanani akhankanyiweyo kwenye indawo abonisa ukuba ishishini alikhange liceke ndawo. Ewe kunjalo, uqikelelo olubonisa i-Kylie Cosmetics ekujolise kuyo ukuthengisa iimveliso ezixabisa i-390 yezigidi zeedola kulo nyaka ityhila ukuba inkampani iqhubekile nokuqhuba ukukhula okukhulu. I-chunk enkulu yentengiso ibonakala ngathi iza kwiwebhusayithi yeKylie Cosmetics, utshilo uBarker-intengiso apho inkampani inokwenza umda ophezulu xa kuthelekiswa nentengiso evela kubathengisi abaphakathi.
Ukuba iimarike ezifanayo kunye neemarike zentengiso ezazisetyenziswa kwiinyosi zikaBurt zazifakwe kwiKylie Cosmetics, ixabiso lenkampani beliya kuba ngaphezulu kwe-1 yezigidigidi zeedola. Njengokuba kungakholeleki njengokuba kusenokuvakala, uphawu lwakhe oludumileyo lubonisa ngakumbi ukuba uKylie Jenner usendleleni yokuba ngusozigidigidi zokuqala zosapho. Ngelo xesha, uya kuba nexabiso eliphezulu kunodadewabo uKim Kardashian-West kunye nomyeni kaKim Kanye West zidityanisiwe.
Ayintle ngo dade omncinci ozolileyo, ongonwabanga ekuhlaleni kusapho oluzele ziihustlers zobhedu. Kwaye akukho kubi kwintengiso yobuhle ethi, ngaphandle kwevenkile zikaJenner ngamaxesha athile, ayithengiswa nakwiivenkile zentengiso. Ke uyenze njani?
Isenzo sokuqala esenziwe ngobuhlakani esenziwe nguJenner yayikukusebenzisana ne-brand incubator yeMbewu yobuhle. Uncedwa nguLaura Nelson, iMbewu ibeka iintloni zokuthengisa iilayisensi zabantu abadumileyo. Endaweni yokuqhwaba igama kunye nobuso kwimveliso yelebheli emhlophe, inkampani isebenza nabo ukwakha uphawu kunye neemveliso ezivela kwisikwere sokuqala. Olunye uphawu olwakhiwe ngeMbewu yiColourPop, ethi izise umkhwa, iimveliso ezifikelelekayo kubathengi kwiintsuku nje zokuchonga ifad entsha. Inyani yokuba iMbewu yathatha iColourPop kwimbono ukuyimilisela kwiinyanga ezintathu luphawu lokuba imodeli yabo ikhula ngokukhawuleza kangakanani.
Ngethamsanqa kuJenner, iMbewu iyakwazi ukuvelisa iimveliso ngesantya esibi. Ngokophando lukaBarker, i-Kylie Cosmetics ithengise ubuncinci iimveliso ezizizigidi ezili-10 ukusukela oko yasungulwa. Ixabiso eliphakathi kwento evela eKylie Cosmetics yi- $ 36, utshilo. Imveliso ebiza kakhulu yi- $ 325. Ukwenza iidola ezingama-420 ezigidi, uphawu bekuza kufuneka luthengise i-avareji ye-11.7 yezigidi zeemveliso-okanye ama-1.29 ezigidi zeyona mveliso yakhe ibiza kakhulu. Ukuthatha umxube kuluhlu lonke, uqikelelo lukaBarker lubonakala lulondolozo.
Oko kuthetha ukuba uphawu lukaJenner luthengise malunga neeyunithi ezingama-560,000 ngenyanga-okanye iimveliso ezingama-18,250 yonke imihla. Ngaphezulu kweenyanga ezili-18, uKylie Cosmetics uthengise umndilili wemveliso enye kwimizuzwana emihlanu okanye ngaphantsi, ingxelo kaBarker. Oko kungaphezulu kweshumi leemveliso ezithengiswa ngomzuzu ngamnye.
Kodwa ngaba olu hlobo lokukhula kwemeteor yinto uJenner kunye neQela lobuhle beMbewu abanokuyigcina? Uphando lukaBarker lubonisa ukuba umdla kwishishini kutshanje uye wehla ngandlela ithile (nangona mhlawumbi ibali lenkampani eligidi lezigidi lizakulungisa oko). Uvavanye indlela umdla wabathengi kwiKylie Cosmetics elandelela ngayo ngokuchasene nezinye iinkampani ezinkulu zobuhle, uhlahlo-lwabiwo mali olusezantsi kunye neempawu zokunethezeka ngokufanayo. Ngaphandle kwento eyehle kancinci, u-Barker uqukumbela, i-Kylie Cosmetics isalungelelana nabo bakhuphisana nabo njenge-NARS ngokhangelo lwenyanga. Akumangalisi ukuba, idatha efanayo ibonisa umdla kwi-Kylie Cosmetics iye yahlutha ngaphezu kweepesenti ezili-100 ngaphezu kweempawu zemveli ezifana neenyosi zeBurt.
Ubungqina bokuzinza kohlobo buza kuza kwikota elandelayo, utshilo uBarker. Iiholide kunye nokwaziswa okukhulu kuhlala kuyeyona nto ibaluleke kakhulu kwiimveliso ezinje. Kubonakala ngathi ukwaziswa kweKylie Cosmetics ngonyaka we-2017 kuye kwayimfuneko encinci xa kuthelekiswa nonyaka ophelileyo, ubuncinci ngaphakathi kwedatha yeGoogle Trends. Ke ixesha leeholide iya kuba lelona xesha liphambili lokujonga ukuba ngaba uphawu luya kuthatha okanye lubone ukukhula kwalo kuphelile.
UJackie Danicki udale enye yeebhlog zobuhle zokuqala nezaziwa kakhulu ngo-2004 kwaye uye wabonisana nezinye zeempawu eziphambili zehlabathi kwisicwangciso somxholo wedijithali kunye nezinto ezintsha. UJackie blogs at http://burnedoutbeauty.com , kwaye ungamfumana kwi-Twitter, kwi-Instagram, nakwi-Snapchat njengo @burnedoutbeauty.
