"Fast Fashion" Brand Becomes "Quality Hardest Hit"

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Xiaobian of the network to introduce the "fast fashion" brand into a "serious disaster area".

At present, many people are fond of the "fast fashion" clothing brand with many people, many styles and fast updates.

However, the latest test results from the regulatory authorities show that these "fast fashion" brands fail consistently.

How did the "top up" brand sell in the provincial capital? Recently, the reporter visited.

"Fast fashion" clothing problem continues

In the large city complex such as the capital Zhongshan Road, Jianhua Avenue and other business circles, there are all kinds of fast fashion imported brand clothing shops, most of which are imported brands.

A salesperson at a store in Le Tai Center told reporters that the so-called "fast fashion" brand refers to clothing brands that are fast and cheap, and keep up with fashion trends, including Zara, h&m, c&a and UNIQLO.

However, these "fast fashion" imported brand clothing has always had quality problems.

At the end of August, the AQSIQ announced that in the first half of the year, 4 of the 396 imported garments of quality and safety were "fast fashion" brands: Forever21, Zara, h&m and mango. The number of unqualified products was 107, accounting for 27% of all the unqualified ones.

In addition, last year's import clothing inspection, many of the "fast fashion" brand safety project is not qualified rate is higher.

The consumer association has also conducted a comparative test of 70 "fast fashion" brand clothing. The main problems are: fiber content is not consistent with the name; formaldehyde content, pH value exceeds standard; color fastness is not up to standard.

Loyal fans do not know.

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What is the consumer's view on the "black list"? Recently, reporters saw many stores in Zhongshan Road, though not the weekend, but the business like h&m, UNIQLO and other stores is not bad.

"The clothing of this brand is pretty good, the price is not high, the style is many, the quality is also more reliable."

Asked about the safety of the brand clothing, Ms. Wang, who has chosen a jacket, confessed that she did not know.

Reporters saw that the vast majority of these shops were young consumers.

Unlike luxury goods, the price of "fast fashion" brand is often cheaper than that of luxury goods. Even salesmen often shout "39 yuan from the stadium".

Among them, in addition to a small part of summer wear discount in the season, the new products of velvet jackets, light down clothing and other new products are not more than 500 yuan, and most of them are around one hundred or two hundred yuan.

Ms. Shi, who is shopping with her girlfriends, told reporters that whenever she came to these shops, she could always see the new listing, plus the price benefits, and she was regarded as a fast fan of "fast fashion" brand.

The cashier also said that it was not clear how the product quality was exposed, and that the volume of daily shipments was still considerable.

The problem is "fast".

In the interview, the reporter noticed that many of the clothes of "fast fashion" brand were produced by foreign manufacturers.

Such as India, Bangladesh, Turkey and so on.

And those "madeinchina" products are also scattered in coastal areas.

The dispersal of OEM manufacturers will inevitably lead to competition among these manufacturers, and the price pressure will also be pmitted to the quality of products.

The so-called "quick" failure is also "fast".

According to the insiders, the "fast fashion" brand has consistently adopted the strategy of "first-class design, second class fabric and three price".

From design, production to sales the fastest 12 days.

The clothing styles they produce each year are 3 to 4 times as large as that of the general enterprises. The frequency of window renewal is 2 times a week. After the goods are sold, they will never repeat the shelves.

However, it is precisely because "fast", in balancing product quality, turnover speed and cost, the upstream cost will increase, and at the same price, the quality of products will have to "sacrifice".

Most consumers of "fast fashion" brand pay more attention to style and price, and the acceptance elasticity of product quality will be greater.

Deal with "fast" and "slow" correctly

Insiders say that "fast fashion" is actually a "double-edged sword". How to solve the quality problem of "Haste makes waste" is a major problem.

This requires fast fashion brands to find the best balance between the rapid response mechanism and the quality control of the market, rather than pursuing "only fast is good".

After all, in today's fierce competition of garment industry, as a key factor to enhance the added value and avoid product homogeneity, the improvement of design and the innovation of marketing mode are important, but the quality of customer is the key to retain customers.

For fast fashion brands, we should treat "fast" and "slow" dialectically.

In design, the sooner the better, the quality inspection should strictly abide by the testing process, should be slower.

Only the "fast fashion" guaranteed by quality can withstand the test of the market and get the recognition of consumers.

Meanwhile,

The responsible person also said that for "fast fashion" frequent "black list" but still difficult to attract consumers' attention, more exposure to the importance of clothing safety issues is not enough.

It is suggested that consumers should remember the idea of "safety is higher than fashion" when choosing clothes, because safety problems may not appear for a short time, but in the long run, consumers will never be able to afford it.