Njengoba abathengi abangu-64% bethenga kumawebhusayithi, ezimakethe, ezinhlelweni zokusebenza, kanye nasezinkundleni zokuxhumana, imfashini eku-inthanethi ihola ukuhweba nge-inthanethi futhi igcina umkhondo wokukhula eBrazil. Naphezu kwale ntuthuko, lo mkhakha usabhekene nezingqinamba ezinkulu ekusetshenzisweni kobuchwepheshe, okunciphisa ikhono lawo lokuhambisana nokukhula. Ngo-2025, imakethe yemfashini eku-inthanethi yakhula ngo-11.26%, kodwa inzuzo yezinkampani ayizange iguquke ngesivinini esifanayo.
Ukuxilongwa kwalesi simo kwethulwe ochwepheshe bemboni embikweni we-Fashion Trends 2026, owenziwa yi-Quality Digital, oveza ukuthi ukuvuthwa kwedijithali kusaveza kanjani imikhawulo yesakhiwo kubadlali ababalulekile embonini. "Akukho nkinga enkulu ngesidingo, kodwa kunenkinga yokusebenza kahle kwezobuchwepheshe," kusho uMarcio Paith, uMphathi Wezobunjiniyela Bokuthengisa kwa-Quality Digital.
Ukuhlaziywa yi-Quality Digital kukhombisa ukuthi izinkampani bezibhekene namazinga okubuyisa aseduze nama-25%, okungenye yezingqinamba ezinkulu kulesi sigaba. “Umkhakha uyaqhubeka nokukhula, kodwa ngezilinganiso eziphansi. Ithrafikhi ikhona, kodwa ayiguquki ngangokunokwenzeka. Inqubo yokukhokha isebenza ngobuchwepheshe, kodwa inani lembuyiselo lilimaza imiphumela,” kuxwayisa uPaith.
Ingxenye yalezi zinkinga ingachazwa ngumthengi omusha, okunguyena imfashini ezokuzijabulisa, okuqukethwe, kanye nethonya. Kulo msebenzisi, ukutholakala kwezitayela ezintsha kuhlobene kakhulu nezinkundla zokuxhumana, lapho kuqala khona i-sales funnel, futhi kuvame ukuphela. "Ikhasimende lithola izinto kuqala ezinkundleni zokuxhumana bese lithenga lapho ulwazi lushintsha khona," kuchaza umphathi. Ukuhlaziywa yi-Quality Digital kukhombisa ukuthi ama-98% ezinkampani kulo mkhakha zitholakala ku-Instagram; ama-64% ku-WhatsApp; kanye nama-39% ku-TikTok.
Lo mthengi futhi uyaqonda kakhulu futhi akanaso isineke lapho ethenga, kanye nesikhathi lapho kuvela ukungabaza nokungezwani. Ngokusho kokuhlaziywa, ukuthenga izingubo ku-inthanethi kusalokhu kuyisinqumo esingokomzwelo, esibonakalayo, nesizimele; kodwa manje kwenzeka endaweni egcwele izinketho.
Akunakwenzeka ukunikeza wonke umuntu konke
URoberto Ave Faria, iPhini likaMongameli Wezentengiselwano le-Quality Digital, ugcizelela ukuthi izinkampani kudingeka zibhekane nezithiyo zobuchwepheshe kanye nokusebenza kahle kwazo ngokusebenzisa izinsiza ezithuthukisa ukwenza ngokwezifiso ngokweqile. "Awukwazi ukunikeza wonke umuntu konke," ugcizelela.
UFaria ugcizelela ukubaluleka kokusebenzisa amathuluzi afana nokusesha okuhlakaniphile, izihlungi ezifanele, kanye nezigaba ezisekelwe ezikhathini, isitayela, noma inhloso. "Lawa mathuluzi abe abalulekile ekunciphiseni ukungqubuzana nokukhetha okuhlela. Lapho ukutholwa kwehluleka, umthengi ulahleka ngenxa yezinketho eziningi. Uma kusebenza, kuvela ukuguquguquka," kusho yena.
Imfashini ibilokhu iyinto ebonakalayo, futhi kwezentengiselwano zedijithali, lesi sici sisebenza njengomsebenzi. "Amakamelo okufaka izinto ezibonakalayo, amashadi osayizi anemininingwane, ulwazi olucacile mayelana nokuthi ubani ogqoke ingubo nokuthi ungakanani usayizi, ukuqhathanisa okubonakalayo phakathi kokwehluka kombala, ngisho nezici ezifana nezintandokazi kanye nohlu lwezinto ozifisayo kunegalelo ezinqumweni ezinolwazi oluthe xaxa. Yonke imininingwane ekhasini lomkhiqizo iyindlela yokunciphisa amaphutha," uphikisana.
Umphathi uchaza ukuthi lezi zinto, kwezinye izimo, zingandisa uhambo. Ngakolunye uhlangothi, zenza ukukhetha kube okuqinile, futhi yilokho okugcina umkhawulo esikhathini esimaphakathi neside.
UFaria uthi, kulesi simo sokuvuthwa, ingcindezi yokusebenza kahle, kanye nohambo oluyinkimbinkimbi ngokwengeziwe, umehluko phakathi kokukhula nokulondoloza ukukhula uyacaca. "Ukuhlanganisa isu, idatha, ubuchwepheshe, kanye nokusebenza sekuphelile ukuba yisifiso futhi sekuyinto edingekayo kumabhrendi asebenza kwezemfashini nge-e-commerce ngezinga elikhulu.".
