Izibuko ngokuvamile ziwumkhonyovu.
Ephreli 15, 2019
Izibuko ziyabiza, okuwulwazi oluyisisekelo kwabaningi.
Izibuko zomklami zingabiza kufikela ku-$400, kodwa izibuko ezijwayelekile ezivela ezinkampanini ezifana nePearle Vision ziqala cishe ku-$80. Eminyakeni embalwa edlule, i-eyewear u-Warby Parker igxile ekunikezeni abathengi izixazululo eziphoqelelayo ngentengo engabizi, kodwa i-Warby Parker eyewear. isaqala ku-$95.
Kuvele ukuthi la manani anokwenyuka kwentengo.Ngaphezu kwalokho.
Kuleli sonto, i-Los Angeles Times ikhulume nabaphathi ababili be-LensCrafters ababili: uCharles Dahan no-E. Dean Butler, owasungula i-LensCrafters ngo-1983. Bobabili bayavuma ukuthi izibuko zigqokwe cishe i-1000%.
"Ngo-$4 kuya ku-$8, ungathola ukukhweza okumangalisayo kwe-Warby Parker," kusho u-Butler."Ngama- $ 15, ungathola uhlaka lwekhwalithi yomklami njengePrada."
U-Butler wengeze ngokuthi abathengi bangathola “izibuko ze-premium ngo-$1.25 iyinye.”Wahleka lapho ezwa ukuthi kunezibuko ezithengiswa ngamaRandi angu-800 e-United States."Ngiyazi.Kuyahlekisa.Umkhonyovu ophelele.”
UButler noDahan bakuqinisekisile ukuthi umthengi ubevele esolisa.Amanani ayakhuphuka embonini ye-optics.Uyini umlandu omkhulu?I-Eyeglass giant Essilor Luxottica, okuyiyona ephethe imboni.
I-Luxottica yinkampani yase-Italy yezingubo zamehlo eyasungulwa ngo-1961. Imikhiqizo edume kakhulu i-Oakley ne-Ray-Ban, kodwa phakathi neminyaka kuye kwaba negagasi lokuthengwa kwempahla efana ne-Sunglass Hut, i-Pearle Vision ne-Cole National, ephethe kokubili i-Target ne-Sears Optical. .I-Luxottica futhi inamalayisense okugqokwa kwamehlo okuklama okufana ne-Prada, i-Chanel, i-Coach, i-Versace, i-Michael Kors ne-Tory Burch.Uma uthenga izibuko zamehlo esitolo sokudayisa e-United States, kungenzeka ukuthi zenziwe ngabakwaLuxottica.
I-Essilor, inkampani ye-French optical ekhona kusukela ngekhulu le-19, ithole izinkampani ezingaba ngu-250 kule minyaka engu-20 edlule.Ngo-2017, u-Essilor wathenga iLuxottica cishe ngama-dollar ayizigidi eziyizinkulungwane ezingama-24.Ochwepheshe bezohwebo babheka ukuhlanganiswa kwe-Essilor Luxottica njengokubusa yedwa, naphezu kokugunyazwa abalawuli base-US kanye ne-EU kanye nokuphasiswa kophenyo lokungathembeki lwe-Federal Trade Commission.(UVox uthinte inkampani ukuze aphawule, kodwa akazange athole impendulo ngokushesha.)
Intatheli uSam Knight wabhala kwethi The Guardian ngonyaka odlule: Le nkampani entsha ibiza cishe amaRandi ayizigidi eziyizinkulungwane ezingama-50, ithengisa amapheya acishe abe yizigidi eziyizinkulungwane eziyi-1 zamalensi namafreyimu unyaka ngamunye futhi iqashe abantu abangaphezu kuka-140,000.
U-Knight uhlolisise ukuthi lezi zinkampani ezimbili zisebenza kanjani kuzo zonke izici zomkhakha wezingubo zamehlo.
Uma i-Luxottica ichitha ingxenye yesine yekhulu ithenga izinto ezibaluleke kakhulu ze-optics (ozimele, izinhlobo, izinhlobo ezinkulu), i-Essilor icubungula izingxenye ezingabonakali, abenzi bezingilazi, abenzi besiginci, amalabhorethri amathambo (ingilazi).Lapho okuzohlangana khona) kutholiwe... Le nkampani inamalungelo obunikazi angaphezu kuka-8,000 emhlabeni wonke futhi ixhasa ngezimali izihlalo zamehlo.
Ngokwenza umthelela onjalo embonini, i-EssilorLuxottica ilawula izintengo.Njengelungu le-Optometrist Association yase-United Kingdom, utshele i-BBC mayelana nokuhlanganiswa: "Lokhu kunikeza iqembu ukulawula kuzo zonke izici zokulethwa komkhiqizo kusuka kumkhiqizi kuya kumsebenzisi wokugcina."
Ngokusho komsunguli we-LensCrafters u-Dahan, ngeminyaka yama-80's no-90's, izingubo zamehlo zensimbi noma zepulasitiki zibiza phakathi kuka-$10 no-$15, kanti amalensi abiza cishe u-$5. Inkampani yakhe idayisa imikhiqizo ebiza cishe u-$20 ukuze izenzele u-$ 99. Kodwa namuhla, i-EssilorLuxottica imaka imikhiqizo yayo efinyelela emakhulwini amadola ngoba kungenzeka.
Ukulawulwa kwenkampani akunakwa.Ngo-2017, owayengumenzi wenqubomgomo ye-FTC uDavid Balto wabhala ingosi ecela abalawuli ukuthi bavimbe ukuhlanganiswa no-Essilor Luxottica, ethi abathengi "badinga ukuncintisana kwangempela ukuze banciphise amanani akhuphukayo ezibuko zamehlo."Kusho.Sekuyisikhathi eside ochwepheshe bemboni bethi amandla enkampani asebenza ngokungafanele ngokumelene nemikhiqizo encintisanayo, ngisho nalapho isebenza nezinkampani ezihlukene.Akukhona lokho kuphela, kodwa nakuphothifoliyo yomthengi.
"Yileyo ndlela ababusa ngayo imikhiqizo eminingi," kusho uDahan.“Uma bengakwenzi abakufunayo bazokunqamula.Iziphathimandla zikahulumeni zalala ngesikhathi ushayela.Zonke lezi zinkampani bekungafanele zibe yinye.Kwawuchitha umncintiswano...
Ezinye izinkampani, ikakhulukazi abathengisi be-imeyili, bakwazile ukuncintisana namanani aphezulu e-Essilor Luxottica.Kukhona i-Zenni Optical, inkampani yedijithali emsulwa edayisa izibuko zamehlo ngo-$8 kuphela. Kukhona ne-America's Best, inkampani enkulu yezimpahla zamehlo enezitolo ezingaphezu kuka-400 e-United States yonkana.
U-Warby Parker naye wakwazi ukunamathela kusakhiwo sakhe samanani.Yethulwa ngo-2010, isiphenduke intandokazi yezinkulungwane zeminyaka ngamatry asekhaya angaphezu kuka-85 kanye nezindiza ezimibalabala.UWarby Parker, ongakazikhiphi izibalo zezimali, ulinganisela ukuthi uhola cishe u-$340 million ngonyaka, uma kuqhathaniswa ne-EssilorLuxottica engu-$8.4 billion ngonyaka.Kodwa-ke, kusafakazela ukuthi izinkampani zingathengisa izibuko zamehlo kubathengi abangenawo ama-markup aphezulu ayinqaba.
Kodwa-ke, njengoba abaphathi be-LensCrafters bevezile, izibuko zamehlo eziningi empeleni zibiza cishe u-$20 ukuzenza.Ngakho-ke ngisho nohlaka lukaWarby Parker luka-$ 95 lungabhekwa njengelibizayo.Izingubo zamehlo zibonakala ziwumkhiqizo esiwukhokhela ngokweqile unomphela.
Isikhathi sokuthumela: Dec-10-2021