Is It Possible For Factory Designers To Get Rid Of "Sweat And Sweat"?

Recently and some Chinese

In fact, I dare to make a bet with them all: "are you really confident that your creative power can get rid of the limitations of the so-called social bottleneck?" in the French movie "two little guess", a line in it is: "GAP PAS GAP (dare or not)"? If so, add a prefix to the front: "get rid of the sweat and sweat factory, GAP PAS GAP?"

As a large garment country, China can be said to have experienced and is still experiencing the "youth years" of "sweaty" factories.

Due to its shortcomings in marketing, R & D and business mode innovation, "made in China" has long been placed in the bottom of the international apparel industry supply chain.

But how can the so-called "made in China" be so cheap? Don't blame the British, the Americans, the Italians.

In terms of brand operation, increasing profits and lowering costs and putting pressure on sweatshops are not the exploitation of China's big manufacturing powers by international fashion powers.

Even in the US, such a business model has become routine.

Take "made in USA" popular brand American Apparel as an example.

In the United States, which imports 96% of its clothing, it runs the opposite way: made in Downtown LA Vertically Integrated Manufacturing, which is "suicidal" behavior in the traditional business rule of business people.

For Canadian artist Dov Charney, who sits on the American Apparel youth fashion empire at the age of 37, he will say, "GAP (dare)!"

If the United States brand is made in the United States, it is a "big head" approach.

It is inevitable that the retail price of each garment will also be doubled.

It is reported that when American Apparel nearly filed for bankruptcy in March 13, 2009, the chain had to renegotiate its debt terms or raise $16 million.

Luckily, American Apparel got $80 million in the middle of the night to avoid bankruptcy, and immediately paid 51 million of the debt and avoided a fine.

Due to a $60 million 600 thousand loan from the Bank of America, they have a breathing space, and it is worth mentioning that the loan is associated with other debts.

In fact, if American Apparel really went bankrupt at that time, maybe the brand would not be worth mentioning.

Its influence is not enough to AA (American Apparel).

It is understood that American Apparel in the United States vertically integrated production, located in the AA factory in Losangeles City, there are 3500 workers, is the largest single garment factory in the United States today, producing more than 210 thousand T-shirts per day, processing 3800 SKU.

American Apparel is a non sweatshop, with workers earning 13-15 dollars / hour, 1 times the minimum wage in the United States, and providing free medical examination and insurance, and offering English language teaching courses to non English speaking staff.

On this basis, American Apparel, despite its efforts to expand and sell well, struggled for financial struggles from 2009 to 2010.

Starting in December 2009, Dov Charney, the founder and CEO of the company, had to borrow $6 million 500 thousand from its personal account for the circulation of goods to ensure the opening of new stores.

This is exactly the same style of Chinese designer brand trader. It is a hint that any Chinese designer dare to sell his home dog and horse to do such a crazy thing.

At present, there are a total of more than 260 stores American Apparel, which covers all the stores in the Americas, Europe, Asia and Oceania. The expansion speed is fast, but not the intensive store sales. This brand has not been able to compete with the US GAP and South Korea in the past 7 years.

Without him, that is, the goal of globalization, the promotion of global thinking by "made in USA" has been encouraging this.

Today's American Apparel has an annual sales volume of US $250 million.

This is "too much oil and water" under the long pportation and high cost of brand goods.

This brand operation mentality is not acceptable to any brand in China.

But from another point of view, it is possible to interpret the business profit idea of Chinese clothing enterprises, but it is difficult to make a brand that is full of wit and humor.

Sometimes the brand strength is comparable to the diamond with a solid cut, which makes the American Apparel look at each other in the community and stand up as one of the representatives of the American spirit.

That is, American Apparel in the marketing, R & D, business mode, the competition is everywhere, so that the brand is different.

In Beijing China World Trade Center store, Sanlitun store, Shanghai Lao Yang Fang shop, there are consumers of different colors.

It is undeniable that American Apparel is the fastest growing in the history of the United States and the largest in North America.

American Apparel has been opened in China. When recruiting salesmen, there are recruitment notices on the bean paste, which goes like this: "we are coming to China. In the coming months, American Apparel will be the first to set up special stores in two cities of Beijing and Shanghai.

Unlike other fashion brands, we will bring all the clothing and costumes produced by the United States.

The salaries of our employees in China will be higher than that in the US. "

These strange and unique tricks have made American Apparel popular and troubling.

Many people wonder why the "bankruptcy" lawsuit finally took the risk: "who saved the American Apparel at the last moment?" the answer is the British, a private equity firm in London, Lion Capital.

At present, investors in American Apparel include Orangina Schweppes, British grain maker Weetabix and American potato chip manufacturer Kettle Foods.

In addition to their admiration for the brand spirit of American Apparel style, the biggest reason is that the brand has consistently advocated the spirit of "made in USA" and the preferential treatment of employees.

Here, the argument that winners are paranoid seems to be demonstrated.

But have Chinese designer brand shopkeepers also considered their lack of social responsibility and lack of public awareness of innovation? You know, no matter how dazzling color styles attract attention, the spiritual tension of selfless change of social status may attract comrades' investment and sponsorship.

The key is, you "GAP PAS GAP?"

As for the Chinese excellent designers who are still grumbling, they are more responsible for changing the future than anyone else.

I hope they have brave gamblers, not just T as vanity fair.