ʻO kahi hui lanakila o nā nūpepa, nā mea hoʻolālā a me nā mea paʻi kiʻiʻoniʻoni e haʻi i nā moʻolelo brand ma o ka lens kūʻokoʻa a Fast Company.
I koʻu hele ʻana i ka palekana ma ke kahua mokulele ʻo LaGuardia i hala iho nei, ua huki ka wahine ma ke keʻena hōʻoia i kahi ʻeke ʻeke polū ʻulaʻula ʻulaʻula i piha i nā hale lole a kau ʻia ma luna o kahi pā.ʻOiai ʻaʻohe hōʻailona a i ʻole palapala ma ka ʻeke, ua ʻike koke wau ua loaʻa iā ia mai ka hui hoʻonaninani ʻo Glossier.Mai kona hoʻomaka ʻana i ka makahiki 2014, ua hoʻopili ʻo Glossier i kēlā me kēia huahana i kūʻai ʻia ma ka pūnaewele a i ʻole ma ka hale kūʻai i loko o kēia mau ʻeke kūʻokoʻa.Inā ʻoe i kūʻai kūʻai me kēia brand, a i ʻole ʻimi wale ʻoe i kā Glossier's Instagram feed, e ʻike koke ʻoe i kēia ʻeke i ka wā e hele mai ana me ka ʻulaʻula o Glossier me nā zippers keʻokeʻo a ʻulaʻula.
Hoʻomaopopo ʻo Glossier i ke koʻikoʻi o kēia puʻupuʻu i ka kūleʻa o ka ʻoihana, ka mea i hoʻonui i $ 200 miliona ma ke kumukūʻai ʻoihana ma kahi kumukūʻai $ 1.3 biliona.ʻIke ʻia ʻo Glossier no kāna mau mea hoʻonaninani a me nā huahana mālama ʻili a loaʻa iā ia kahi moʻomeheu e hahai ana, akā ʻo ka ʻeke leʻaleʻa o ka brand, nā mea hoʻopaʻa manuahi, a me nā ʻulaʻula ʻulaʻula e pili pū ana me nā mea āpau a ka brand e hana ai i ka ʻike Glossier he mea pono e nalowale.I ka makahiki 2018, ua loaʻa kēia mau pūʻulu e hoʻokahi miliona mau mea kūʻai aku hou, e loaʻa ana he $ 100 miliona i ka loaʻa kālā.ʻO ia ke kumu e hakakā nei nā loio o ka ʻoihana e hoʻopaʻa inoa i ka ʻeke ziplock pink.Eia naʻe, ʻike ʻia ʻo Glossier i kahi kaua piʻi e kūʻai aku ai i kāna ʻeke.
ʻOiai he moʻolelo lōʻihi ko ka United States Patent and Trademark Office (USPTO) no ka hoʻopaʻa inoa ʻana i nā logos a me nā inoa huahana kūʻokoʻa, ʻo ka hoʻopaʻa inoa ʻana i nā ʻano ʻē aʻe o kahi hōʻailona, e like me ka hoʻopili ʻana, he manaʻo hou.Ua hoʻopaʻa inoa ka USPTO i nā ʻano he nui o ka brand Glossier, mai ka logo "G" i nā inoa huahana like ʻole e like me ka Balm Dotcom kaulana a i ʻole Boy Brow.Akā i ka wā i loaʻa ai i ka USPTO ka palapala noi no nā ʻeke, hōʻole ka hui e ʻae.
ʻO Julie Zerbo, he loio nāna e kākau e pili ana i ke kānāwai hana no kāna moʻomanaʻo The Fashion Law, e hahai pono ana i ka inoa inoa inoa ʻo Glossier.ʻO ka pahuhopu nui o Glossier, ʻo ia ka pale ʻana i nā mea hōʻailona ʻē aʻe mai ka hana ʻana i ka pōpē huʻihuʻi like no kā lākou huahana, hiki ke hoʻonāwaliwali i ke kiʻi brand Glossier a hoʻolilo i ka ʻeke a me nā mea āpau o loko i mea makemake ʻole i ka poʻe kūʻai.ʻOiaʻiʻo, ʻike ʻo Glossier i ka mea hana kāmaʻa a me ka ʻeke ʻo Jimmy Choo i hoʻokuʻu i kahi ʻeke ʻulaʻula ma 2016 me kahi ʻano e like me nā ʻeke ʻulaʻula Glossier.ʻO ka hōʻailona kālepa e paʻakikī i nā mea hōʻailona ʻē aʻe ke kope i ka ʻeke ma kēia ʻano.
Ma kahi wehewehe kōkua, hoʻopuka ʻo Zebo i nā kumu he nui i hōʻole ai ka USPTO i ka noi.Ma kekahi ʻaoʻao, pili ke kānāwai hōʻailona i ka hiki o ka mea kūʻai aku ke hoʻohui i kahi hōʻailona me kahi kumu hoʻokahi a i ʻole ka hōʻailona.No ka laʻana, he hōʻailona ko Hermès ma ka silhouette o kahi ʻeke Birkin a he hōʻailona ko Christian Louboutin ma ka ʻulaʻula o ka kāmaʻa no ka mea ma nā hihia ʻelua, hiki i nā hui ʻelua ke ʻōlelo me ka ʻōlelo ʻana e ʻike nā mea kūʻai aku i kēia mau huahana e: Hoʻokahi hōʻailona.
Ua ʻōlelo ka USPTO, ʻoi aku ka paʻakikī o ka hoʻopaʻapaʻa like ʻana no nā ʻeke Glossier no ka mea maʻamau ka wīwī ʻōhū i ka ʻeke a me ka hoʻouna ʻana.Akā aia kekahi mau pilikia ʻē aʻe.Hoʻolālā ʻia ke kānāwai Trademark e pale i ka hoʻolālā nani, ʻaʻole nā hiʻohiʻona hana o kahi huahana.ʻO kēia no ka mea ʻaʻole i manaʻo ʻia kahi hōʻailona e hāʻawi i kahi brand me nā pono utilitarian kikoʻī.Ho'ākāka ka USPTO i nā ʻeke ma ke ʻano he "hoʻolālā ʻia" no ka mea e pale ana ka ʻōpala i nā mea i loko."He pilikia kēia no ka mea he mea paʻa ka hana i ka hoʻopaʻa inoa ʻana," wahi a Zebo.
ʻAʻole paʻa ʻo Glossier.Ua waiho ʻo Glossier i kahi pepa hou 252 ʻaoʻao i ka pule i hala.I loko o ia mea, hōʻike ka brand ʻaʻole makemake ʻo Glossier e hōʻailona i ka ʻeke ponoʻī, akā ua hoʻopili ʻia kahi malu o ka ʻulaʻula i kahi ʻano kikoʻī a me ka hoʻonohonoho ʻana o ka ʻeke.(E like me ka wehewehe ʻana ʻo Christian Louboutin i kahi ʻulaʻula i hoʻopili ʻia ma nā kapuaʻi o nā kāmaʻa, ʻaʻole nā kāmaʻa ponoʻī.)
ʻO ke kumu o kēia mau palapala hou e hōʻoia i ka manaʻo o ka poʻe kūʻai aku, pili pono nā ʻeke me ka brand.He paʻakikī ke hōʻoia.I koʻu ʻike ʻana i ka ʻeke palupalu ʻo Glossier i ka hōʻiliʻili TSA, ʻike koke wau iā ia, akā pehea i hōʻike ai ka brand i ka nui o nā mea kūʻai aku e like me aʻu?Ma kāna ʻōlelo, ua hōʻike ʻo Glossier i ka makasina a me nā ʻatikala nūpepa e pili ana i ka hoʻohana ʻana i nā ʻeke kīʻaha ʻulaʻula, a me nā pou o ka mea kūʻai aku e pili ana i nā ʻeke kī ʻulaʻula.Akā ʻaʻole maopopo inā kūʻai ka USPTO i kēia mau hoʻopaʻapaʻa.
Eia nō naʻe, ʻo ka makemake o Glossier e hōʻailona i kāna hōʻailona e ʻōlelo nui e pili ana i ke ʻano o ka hōʻailona hou.No nā makahiki he nui, ua paʻa nā logo i ka mana nui.ʻO kahi hapa kēia no ka mea kūpono ka hoʻolaha ʻana o ka bila kuʻuna a me ka makasina no ka hōʻike ʻana i nā logo static.I ka makahiki 90, i ka wā i maʻa ai nā logos, ʻoluʻolu ke komo ʻana i ka pālule me kahi hōʻailona Gucci a i ʻole Louis Vuitton.Akā i nā makahiki i hala iho nei, ua nalowale kēlā ʻano no ka mea ua koho nā brand i kahi hiʻohiʻona maʻemaʻe, liʻiliʻi, me ka ʻole o nā logo a me ka hōʻailona hōʻailona.
ʻO kēia kekahi ma muli o ka hāʻawi ʻana o kahi hanauna hou o nā mea hoʻomaka pololei-i-mea kūʻai aku e like me Everlane, M.Gemi a me Cuyana, ka mea i lawe i kahi ala ʻoi aku ka maʻalahi i kā lākou hōʻailona ʻana, ʻo ka hapa nui e hoʻokaʻawale iā lākou iho mai nā hōʻailona hana ʻē aʻe.ʻO nā hōʻailona nani o ka wā i hala.ʻAʻole loaʻa nā hōʻailona o kā lākou huahana, e like me kā lākou manaʻo o ke kūʻai aku ʻana i nā huahana kiʻekiʻe, nā huahana paʻa i ke kumu kūʻai nui ma mua o ka paipai ʻana i ka ʻai ʻana.
ʻO ka hoʻokuʻu ʻana i nā logos e hui pū me ka piʻi ʻana o ka e-commerce, ʻo ia ka mea e pono ai nā mākaʻi e noʻonoʻo i ke ʻano o kā lākou hoʻopili ʻana a hoʻouna i kā lākou huahana i nā mea kūʻai.Hoʻokomo nui nā brands i ka hana ʻana i kahi "unboxing" kūʻokoʻa no nā mea kūʻai aku ma ke kāʻei ʻana i kā lākou huahana i loko o ka pepa kūʻokoʻa a me ka hōʻailona e hōʻike ana i ke ʻano o ka brand.He nui nā mea kūʻai aku e kaʻana like i kā lākou ʻike ma Instagram a i ʻole YouTube, ʻo ia ka mea e ʻike hou aku ka poʻe.No ka laʻana, koho ʻo Everlane i ka māmā māmā, minimalist, recyclable packaging e like me kāna kumu hoʻomau.ʻO Glossier, ma ka ʻaoʻao ʻē aʻe, hele mai i loko o kahi pūʻolo leʻaleʻa a me ke kaikamahine me nā mea paʻi a me kahi ʻeke ʻulaʻula.I kēia ao holoʻokoʻa, ua like nā huahana peripheral, me ka hoʻopili ʻana, me nā hui i hana iā lākou.
ʻO ka pilikia, ʻoiaʻiʻo, ʻo ia, e like me ka hōʻike ʻana o ka hihia Glossier, paʻakikī i nā hōʻailona ke hōʻoiaʻiʻo iā lākou iho he kūpono i kēia mau ʻano maʻalahi o ka hōʻailona.ʻO ka hope loa, aia nā palena o ke kānāwai i ka pale ʻana i ka hōʻailona ʻoihana.Malia paha ʻo ka haʻawina inā e holomua ka brand i ka honua kūʻai aku i kēia mau lā, pono ia e noʻonoʻo i kēlā me kēia wahi o ka launa pū ʻana o nā mea kūʻai aku, mai ka ʻeke a hiki i ka lawelawe hale kūʻai.
ʻO Kauka Elizabeth Segran he mea kākau kiʻekiʻe ma Fast Company.Noho ʻo ia ma Cambridge Massachusetts.
Ka manawa hoʻouna: ʻAukake-07-2023
