Ngenxa yesizukulwane seMillennial, ukwakheka kobuhle kwezenhlalo kuyashintsha kancane kancane. Njengoba lesi sizukulwane esikhulumayo sifuna ukuvezwa okusha kobuhle, amabhrendi - uma benenhloso yokufinyelela kulesi sibalo sabantu - badinga ukucabangela izindlela ezintsha zokumaketha ukuze bafinyelele kubo - izindlela ezilungele ukuketula ngokuphelele indlela le mboni yezigidigidi esebenza ngayo. Olunye uhlobo lomkhiqizo oluphendule lo mshicileli wamasiko futhi lwakha isithombe somkhiqizo esiphumelele kakhulu phakathi kweMillennials i-Aerie ngomkhankaso wabo we-#AerieReal.
Ibhrendi Iba Kwangempela
Umkhankaso we-#AerieReal wethulwa ngo-2014, uthi ngeke usasebenzisa amamodeli aphezulu futhi ngeke usathinta amamodeli, ubambe njengomyalezo wawo omusha othi "The Real You Is Sexy." UJen Foyle, umongameli weGlobal Brand we-Aerie, ukhulume engxoxweni abe nayo neBuzzFeed ukuthi "amakhasimende ethu afuna ukwethembeka futhi afuna ukulalelwa."
Lesi sifiso sokwethembeka kanye nokuzwakala sihambisana kakhulu neqiniso lokuthi lezi zibalo zabantu zihlakaniphile futhi ziyasebenza ezinkundleni zokuxhumana; bayawazi umehluko phakathi kwe-Pinterest ne-Instagram futhi banama-hashtag nezihlungi zesithombe phansi kufomu lobuciko. Baphinde bathuthukise amazwi abo, njengoba befaka isandla ezinkundleni zokuxhumana nsuku zonke, futhi bayazi ukuthi bafunani. Ukuba nezwi nokulisebenzisa kuholele ekutheni amabhrendi afana no-Aerie afunde ukuthi yini ebalulekile kubo nokuthi yini abayifunayo ngempela. Kubantu besifazane abasebasha, lokhu kube isifiso sokubona abantu bangempela abangababona ngemfashini, ikakhulukazi entweni efana nezingubo zangaphansi nezingubo zangaphansi lapho bezizwa besengozini kakhulu futhi bezinyeza. Lesi “sizukulwane ozishuthe sona,” naphezu kokuthi sibonakala si-narcissistic, sinokuqonda kangcono ukuthi babukeka kanjani, ukuthi abanye ezinkundleni zokuxhumana babukeka kanjani ngempela, kanye nomehluko phakathi kwezithombe zangempela nezingakathintwa. Emhlabeni lapho ama-blogger, ama-vlogger, nama-Instagrammers kuyizimpawu ezintsha okufanele zilandelwe, lesi sizukulwane sibheka abantu bangempela hhayi amamodeli e-Photoshopped kumamagazini.
Eqinisweni, akubona abathengi kuphela abafuna ukuvezwa kwangempela okwengeziwe emithonjeni yezindaba nasezikhangisweni, kodwa nemfashini yabantu abasha kanye nezithonjana zosaziwayo, njengoLorde noZendaya, abamemeza omagazini ngokusebenzisa kakhulu i-Photoshop futhi bazwakalise isifiso sabo sokuvezwa. ngokunembile. Lesi isizukulwane sabesifazane abasebasha abaziqhenyayo, abazethembayo abathanda ukuthi bangobani bancamela ukukhuthaza ukuba nomzimba omuhle ngaphezu kwezithombe zobuhle ezingezona zangempela nezingafinyeleleki.
Ibhrendi Ibandakanya futhi Iyakhuthaza
Ngaphezu kwalokho, umthengi weminyaka eyinkulungwane yilowo ochumayo ekuxhumekeni futhi ongasaphenduli ezikhangisweni nasekukhangiseni okuvamile. Le nombolo yenhlalo yabantu ixhumana kakhulu futhi yazisa ubudlelwano kanye nengxoxo abangabamba iqhaza kuyo; ngamanye amazwi, basabela ekukhulunyweni nabo esikhundleni sokukhulunyiswa.
Umkhankaso wamanje othi Yabelana Ngenhlansi Yakho uyisibonelo esihle salokhu, hhayi nje kuphela ukuveza amamodeli e-#AerieReal kuyo yonke inkazimulo yawo engakathintwa, kodwa futhi ukhuthaza abathengi ukuthi babelane nabanye ngokomphakathi ubuntu babo bangempela ezinkundleni zokuxhumana ze-Aerie, okubavumela ukuthi bamukele imizimba yabo, imizimba yabo. ubuhle, nokubenza bakhanye. Kukhona inani elidlulele lamandla kanye nethonya kulesi sici somphakathi. Eqinisweni, njengoba uFoyle aphawula, "inkundla yezokuxhumana isivumele ukuthi sihlanganyele namantombazane ethu ngendlela entsha ... inkundla yezokuxhumana iguqule inkhulumomphendvulwano ebonakalayo" (BuzzFeed). Futhi le ngxoxo iyingxoxo enkulu enamandla okuguqula indlela isizukulwane samantombazane esicabanga ngayo ngobuhle nemizimba yabo.
Ngokusobala abantu baphendula umlayezo we-#AerieReal ngendlela yangempela; ngonyaka owodwa kuphela ngemuva kokwethulwa kwayo, "ukuthengisa kweqa i-20%" kanye nokuvela kwabezindaba "kukhuphukele ku-4 billion" (BuzzFeed). Ngaphezu kwalokho, konke okuthunyelwe ku-#AerieReal Instagram, Twitter, nezinye izinkundla zokuxhumana kuthola inqwaba yezimpendulo kubathengi, abanye baze bababonge, njengale mpendulo ka-colleen__thompson ku-akhawunti ye-Aerie Instagram: “Hey @aerie! Ngithenge le suti yokugeza ye-navy ikakhulukazi ngenxa YALEZI zithombe! Ngibonga wena nethimba lakho lezentengiso elihlakaniphile ngokungikhuthaza ukuthi ngingene kule rad bikini!!” Lesi esinye isici esithakazelisayo seMillennials: bahlakaniphile futhi bayawaqonda amaqhinga okuthengisa, bangakwazi ukusho uma ukumaketha okuhle noma okubi, kodwa uma kukuhle futhi bekwazi ukuhlonza futhi bagqugquzelwe umlayezo wokumaketha, basuke bevulekile futhi. eyamukelayo. Izigidigidi zabathengi zisabela kulo mkhankaso wokumaketha ngoba uphakamisa izimiso nezifiso zabo eziwumongo futhi ubavumela ukuba basondelane ngokomzwelo nomkhiqizo, kuyilapho bezizwa bekhuthazekile, bekhuthazekile, futhi ngokuvamile behle ngabo. Futhi kuhle lokho.