Iqela eliphumelele ibhaso leentatheli, abayili kunye nabathwebuli bevidiyo babalisa amabali ebhrendi ngelensi eyodwa yeNkampani ekhawulezayo.
Xa bendihamba ngokhuseleko kwisikhululo seenqwelomoya saseLaGuardia kutshanje, inenekazi elikwidesika yokungena lakhupha ibhegi epinki eneqamza eneziphu egcwele izinto zangasese layibeka kwitreyi.Nangona kwakungekho logo okanye scribbles ebhegini, ndaqonda ngoko nangoko ukuba uyifumene kwinkampani yezithambiso iGlossier.Ukusukela ekusungulweni kwayo ngo-2014, iGlossier ipakishe yonke imveliso ethengwe kwi-Intanethi okanye evenkileni kwezi ngxowa zikhethekileyo.Ukuba ukhe wathenga ngolu hlobo, okanye ukhangele nje kwi-Instagram feed ka-Glossier, uya kuyibona le bhegi ngoko nangoko njengoko isiza kwisignesha kaGlossier epinki eneziphu ezimhlophe nezibomvu.
UGlossier uyayiqonda indlela ebaluleke ngayo le phakheji kwimpumelelo yenkampani, enyuse i-200 yezigidi zeerandi kwi-capital capital kwi-1.3 yeebhiliyoni zeerandi.I-Glossier yaziwa ngezithambiso zayo kunye neemveliso ze-skincare kwaye inehlelo lokulandela, kodwa ukupakishwa okumnandi kwe-brand, izincamathelisi zasimahla, kunye nemibala epinki ehamba kunye nayo yonke into eveliswa yi-brand yenza amava e-Glossier abe yinto elahlekileyo.Ngo-2018, ezi phakheji zafunyanwa ngabathengi abatsha abasisigidi, benza i-100 yezigidi zeedola kwingeniso.Yiyo loo nto amagqwetha ale nkampani esokola ukwenza uphawu lwebhegi epinki ye-ziplock.Nangona kunjalo, i-Glossier ibonakala inedabi elinyukayo lokuphawula uphawu lokupakishwa kwayo.
Ngelixa i-Ofisi yePatent yase-United States kunye ne-Trademark Office (USPTO) inembali ende yokubhalisa iilogo kunye namagama emveliso awohlukileyo, ukuphawulwa kweminye imiba yophawu, njengokupakishwa, yinto entsha.I-USPTO ibhalise imiba emininzi yophawu lwe-Glossier, ukusuka kwi-logo ethi "G" ukuya kumagama ahlukeneyo emveliso efana ne-Balm Dotcom eyaziwayo okanye iBoy Brow.Kodwa xa i-USPTO ifumene isicelo sophawu lweengxowa, umbutho wala ukuvuma.
UJulie Zerbo, igqwetha elibhala ngomthetho wefashoni kwibhlog yakhe Umthetho weFashoni, ulandela ngokusondeleyo ukubhaliswa kophawu lwentengiso lweGlossier.Eyona njongo kaGlossier kukuthintela ezinye iibhrendi ekwenzeni ukusonga iqamu elifanayo kwiimveliso zabo, okunokuthi kwenze buthathaka umfanekiso webrendi yeGlossier kwaye yenze ibhegi nayo yonke into engaphakathi inganqweneleki kangako kubathengi.Ngapha koko, uGlossier uphawula ukuba umenzi wezihlangu kunye neebhegi uJimmy Choo ukhuphe isipaji esipinki ngo-2016 esinokwakheka okulinganisa iibhegi ezipinki zeGlossier.Uphawu lokuthengisa luya kwenza kube nzima kwezinye iibrand ukukopa ibhegi ngale ndlela.
Kwingcaciso eluncedo, uZebo ubeka izizathu ezininzi zokuba kutheni i-USPTO yale isicelo.Kwelinye icala, umthetho wophawu lokuthengisa uxhomekeke ekubeni umthengi akwazi ukudibanisa uphawu kunye nomthombo omnye okanye uphawu.Ngokomzekelo, u-Hermès unophawu lokuthengisa kwi-silhouette yesikhwama se-Birkin kunye no-Christian Louboutin unophawu lwentengiso kwi-sole ebomvu yesihlangu kuba kuzo zombini iimeko, zombini iinkampani zinokubanga ngokuqinisekisayo ukuba abathengi bachonga ezi mveliso ngokuthi: Uphawu olulodwa.
I-USPTO ithi kunzima ukwenza ingxabano efanayo kwiingxowa ze-Glossier kuba i-bubble wrap ixhaphakile ekupakisheni nasekuthumeleni.Kodwa zikho nezinye iingxaki.Umthetho wophawu lorhwebo uyilelwe ukukhusela uyilo lobuhle, hayi iimpawu zokusebenza zemveliso.Oku kungenxa yokuba uphawu ayenzelwanga ukunika uphawu ngeenzuzo ezithile zoncedo.I-USPTO ichaza iibhegi “njengeziyilwe ngokusebenzayo” kuba iqamza likhusela imixholo.“Le yingxaki kuba ukusebenza ngokuqinisekileyo ngumqobo ekubhaliseni,” utshilo uZebo.
I-Glossier ayizibambi.UGlossier ufake iphepha elitsha elinamaphepha angama-252 kwiveki ephelileyo.Kuyo, uphawu luchaza ukuba i-Glossier ayifuni ukuphawula isikhwama ngokwayo, kodwa umthunzi othile wepinki usetyenziswe kuhlobo oluthile kunye nokucwangciswa kokupakisha.(Kufana noChristian Louboutin echaza ukuba uphawu lokuthengisa kufuneka lube ngumthunzi othile obomvu osetyenziswe kwiimpawu zezicathulo ze-brand, kungekhona izicathulo ngokwazo.)
Injongo yala maxwebhu amatsha kukuqinisekisa ukuba kwiingqondo zabathengi, iingxowa zihambelana ngokusondeleyo ne-brand.Kunzima ukungqina.Xa ndabona iGlossier ibhegi ethambileyo kwingqokelela ye-TSA, ndayiqonda kwangoko, kodwa uphawu lwangqina njani ukuba uninzi lwabathengi luya kusabela ngendlela efanayo nam?Kwisiteyitimenti sakhe, uGlossier ubonise imagazini kunye namanqaku ephephandaba akhankanya ukusetyenziswa kweebhegi zeti ezipinki, kunye nezithuba zeendaba zabathengi malunga neengxowa zeti ezipinki.Kodwa akucaci ukuba i-USPTO iya kuthenga kwezi mpikiswano.
Nangona kunjalo, umnqweno kaGlossier wokufaka uphawu kwipakethe yakhe uthetha kakhulu malunga nokuba yintoni uphawu lwangoku.Kangangamashumi eminyaka, iilogo zibambe amandla amakhulu.Oku kungenxa yokuba ibhilibhodi yemveli kunye nentengiso yemagazini ifanelekile ekuboniseni iilogo ezingatshintshiyo.Kwiminyaka ye-90, xa ii-logos zihamba phambili, ukugqoka i-T-shirt kunye ne-Gucci okanye i-logo ye-Louis Vuitton yayipholile.Kodwa kumashumi eminyaka akutshanje, lo mkhwa uphelile njengoko iimveliso zikhethe ukucoceka, inkangeleko encinci, engenazo iilogo kunye nophawu olungaphezulu.
Oku kubangelwa ngokuyinxenye ngenxa yokunikezelwa kwesizukulwana esitsha sokuqalwa ngokuthe ngqo kubathengi abafana no-Everlane, M.Gemi kunye noCuyana, abaye bathatha ngabom indlela efihlakeleyo yokubeka uphawu lwabo, ubukhulu becala ukuze bazibeke ngaphandle kwezinye iimpawu zefashoni.Iimpawu zodidi lwangaphambili.Iimveliso zabo zihlala zingenalo iilogo konke konke, ngokuhambelana nefilosofi yabo yokuthengisa umgangatho ophezulu, iimveliso ezihlala ixesha elide ngexabiso elikhulu kunokuba zikhuthaze ukusetyenziswa okubonakalayo.
Ukudilizwa kweelogo kukwangqamana nokunyuka kwe-e-commerce, okuthetha ukuba iibrendi kufuneka zibe nobuchule kwindlela ezipakisha ngayo kwaye zithumele iimveliso zazo kubathengi.Iimveliso zihlala zityala imali eninzi ekudaleni "i-unboxing" ekhethekileyo kubathengi ngokupakisha iimveliso zabo kwiphepha elilodwa kunye nokupakishwa okubonisa ukuba uphawu lumele ntoni.Uninzi lwabathengi emva koko babelane ngamava abo kwi-Instagram okanye kuYouTube, okuthetha ukuba abantu abaninzi baya kuyibona.U-Everlane, umzekelo, ukhetha ukupakishwa okukhaphukhaphu, okuncinci, okunokuphinda kusetyenziswe ngokuhambelana nefilosofi yozinzo.I-Glossier, kwelinye icala, iza kwiphakheji eyonwabisayo kunye nentombazana enezincamathelisi kunye nengxowa epinki.Kweli hlabathi litsha liphela, iimveliso zeperipheral, kuquka ukupakishwa, ngequbuliso ziye zafana neenkampani ezizenzileyo.
Ingxaki, ewe, kukuba, njengoko imeko ye-Glossier ibonisa, kunzima ukuba iibrendi zizithethelele njengezifanele ezi ndlela zifihlakeleyo zophawu.Ekugqibeleni, umthetho unemida yawo xa kuziwa ekukhuseleni uphawu lwenkampani.Mhlawumbi isifundo sesokuba ukuba ibhrendi izakuphumelela kwihlabathi lanamhlanje lokuthengisa, kufuneka libe nobuchule kuzo zonke iindawo zokusebenzisana nomthengi, ukusuka kwipakethe ukuya kwinkonzo yasevenkileni.
UGqr Elizabeth Segran unguMbhali oMkhulu kwiNkampani eFast.Uhlala eCambridge Massachusetts.
Ixesha lokuposa: Aug-07-2023
