Down Jacket Brand: Seasonal Profits Temptation And Persistent Corporate Responsibility.

Beijing Consumer Association 2010

Dong Qing, Secretary General of Beijing Consumer Association, said that in the past 4 years, the Beijing Consumer Association has insisted on doing a comparative experiment in the down jacket. Anyway, it is gratifying to note that although the number of brands entering the down garment market is increasing, the quality is getting better and better, and the complaint is on the decline.

According to the report, 1902 down coats were sampled in 2007, 1648 down coats were sampled in 2008, 1456 down garments were sampled in 2009, and 1269 down garments were inspected in 2010.

The proportion of complaints dropped by about 12%~14%, and the overall quality of products was better than in previous years.

Down jacket, don't be ridiculous!

Every autumn, autumn clothes have not yet been put off. Winter wear has begun to make a "notice" in full swing, and the down jacket is an indispensable protagonist every time.

In recent years, careful consumers can find that many fashion brands are beginning to wear down feather wars. They also take advantage of fashionable styles, special fabrics, and focus on edition.

In 2007, the Beijing Consumer Association sampled 42 brands of down products, but the results were not very optimistic.

There are major quality problems in the main indicators such as cashmere content and filling capacity.

In 2009, the Beijing Consumer Association also made a comparative test of 50 down garment brands. The result is better than in previous years. Manufacturers have begun to pay attention to the amount of cashmere and the amount of filling, especially the large factories specializing in the production of down garments, and pay more attention to the quality of products.

In 2010, the quality problem appeared to "foreign brands".

On the day of the results of the down jacket comparison test, the reporter walked into the shop of ZARA. The problem sample clothing was still hoisted in the store, but the price dropped from 999 yuan to 699 yuan.

I do not know whether this is the result of internal news, or the regular discount activities of the brand. Because of the price reduction, this dress does not seem to arouse consumers' great rights and interests.

Since 2006, clothing brands have seized the cake of down coats, resulting in a low sales of down garments and a large stockpile in the market.

At that time, the "down fashions" became the consensus of all. Under the circumstances of the inevitable situation, those enterprises that started to search for the breakout industry began to look for ways to break through.

By 2007, the down and down garment industry, which had been unchanged for many years, shifted to the fashion line collectively.

For example, Bosideng's brand is ice cream, with young, fashion, vitality and affinity as its brand positioning, with 80 and 90's target consumers; Eral's core positioning for leisure, fashion, nature, target consumer groups for 18~25 years old female consumption; Yalu takes fashion leisure as the core positioning, target consumer group is 25~60 years old middle and high income working-class; even the more mature and popular duck ducks also play the fashion style positioning.

According to a survey report on down jacket, up to 73.26% of consumers have a general demand for the fashion of down garments. Only 20.75% of consumers think fashion is very important, and 5.99% of consumers do not think fashion is fashionable.

When buying fashion down clothing, 73.24% of consumers like fashionable feather clothing, but they will not buy it. They think that the down jacket with strong fashion elements will soon be out of fashion.

"Only moderate fashion is the most popular. Only a few people pay attention to the fashion that is not in our view of moderate fashion, our goal is to enable the public to enjoy fashion, is the right fashion."

In the down jacket industry, Shen Jianfeng, general manager of ice cream for several years, put forward his own view. "Of course, we will still use our brains to innovate, and take into account the 20.75% of the customers who want high fashion."

Jiang Hengjie, a consultant of Chinese fashion consultant, once had high expectations and harsh comments on the down jacket Market.

He said that some of China's down garment production enterprises have a certain degree of integrity imbalance, lack of self-discipline.

There are low price dumping, homogenization, and lack of brand segmentation in the market.

He stressed that the down garment enterprises should unite and strengthen self-discipline, give full play to the overall advantages of the industry, share the responsibility of the industry, and promote the progress of the whole industry through open, fair and just market competition.

This is the best consolation for consumers.

The age of the eiderdown garment that is not demanding quality is past. The down jacket with one hand is in the invisible interlayer. It is a quality feather or a black heart crushing hair. Consumers do not know it.

The interlayer is the conscience of the down enterprises. Don't let consumers spend money in the dark.

{page_break}

There is no 100% cashmere content.

At the 2010 down jacket comparison test results briefing, the Chinese Apparel Association's Specialized Committee Secretary of down garment and products Specialized Committee has been more practical to remind consumers to enhance the consumption resolution of down garments.

In the down and down clothing market, what we can do at present is to have the ability to distinguish, so that we can not be fooled.

"This is the most immoral thing to make children's clothing. They are made from leftovers and acrylic cotton and crushed feathers."

As adults may temporarily allergic reactions such as not so fast, but children's clothing enterprises do so, will cause great adverse effects on the children's body.

Children's clothing is also the focus of the contrast test results of the down jacket.

When the shattered and shred hair is cut off, it is hard to imagine how many of these hygienic "down coats" can play a role in children's body.

"Some people feel that the softer the down garment feels, the better it can not touch a bit.

This is not the case.

Down is a natural thing, it has a certain specification, a certain limit of small hair stalks and hair pieces is very normal.

If all it feels is especially soft, it may be other fillings instead of down.

In addition, after hitting the down products, it is normal to have tiny velvet threads coming out of the needle holes.

For all 100% common eiderdown, Qu Fei is not recognized.

"There are 100% duck feathers on some down product labels. In formal terms, a down garment should have factory name, site, color, execution number, national standard, filler and amount of stuffed stuff. If the down garment is 90% of the amount of cashmere, it contains 90% down on the column. It may be able to write 10% of velvet, fly silk and so on. But it can't be said that it contains 100% duck hair, which is cheating consumers."

"A lot of people often ask me about the amount of cashmere. Actually, I think the amount of cashmere is not a big problem. What matters is the quality of down and the needs of consumers."

He mentioned that the higher the content is, the better.

The down garment with more than 50% of the cashmere is more common. Consumers decide how much products to be purchased according to their wearing environment.

For example, the down jacket with 70%~80% in Beijing is suitable, compared with the 80%~90% of the same quality, the thermal performance is almost the same.