Clothing Enterprises: What Kind Of Quality Bottom Line Do You Stick To?

"Most of the fabric costs are very low, the processing technology is even worse, and the inside is everywhere.

The quality of ZARA has been criticized by many consumers as compared with the decoration of its business district and shop.

For such a

Is the popular brand or high-end luxury goods, taking the middle route or the high-end line? In order to maintain the brand status in the target market, the company will decide the quality level of the brand product in the process of determining the brand name, that is, brand quality decision (BrandQualityDecision).

The initial quality level of brand products can be low quality, general quality, high quality or superior quality.

The quality brand and low quality brand mentioned here are only a difference in grade; the products of low quality brands must also meet certain quality standards or quality levels, rather than inferior products with no value at all.

So, what kind of clothing brands will adhere to the bottom line for their product quality?

High end luxury: quality fabric + handwork

Interviewee: source BlancdeChine brand technical director

Wang Hong Fang

The "source BlancdeChine" brand, founded in 1986, is undoubtedly the high-end luxury brand in China. It has shops in the three places of Hongkong land Plaza, New York Fifth Avenue, Beijing Jiali center and China World Trade Center mall.

Its product price completely fits the characteristics of high-end luxury brands: the price of a shirt is between 3000 yuan -5000 yuan, a male coat is 4500 yuan -15000 yuan, the new male coat is over 10 thousand yuan, and the advanced customization ranges from tens of thousands of yuan to several hundred thousand yuan.

Such high-end brands are almost harsh in pursuit of quality.

"The quality of brand originates from quality, and good quality is the foundation of brand."

Source BlancdeChine brand technology director Wang Hongfang said.

It has to make the best Chinese costume.

Its fabric is natural silk, wool, linen, high pure yarn, pure cotton and other natural plant and raw materials. About 40% of them are pure silk fabrics.

Most of these raw materials are made in China, but post-processing such as dyeing, finalization and sand washing are done in Hongkong or abroad.

In addition, about 25% of silk fabrics are imported directly from Switzerland, France and Italy.

The remaining 25% of the pure silk fabrics were developed exclusively by BlancdeChine and made by special processes, which they call "housesilk".

Its wool materials are selected from Italy famous fabric suppliers LoroPiana, Zegna, LuigiClumbo, Cerruti1881, LuigiBotto and so on.

Other kinds of fabrics are also selected from world-renowned fabric suppliers, such as high-tech products such as beads, embroidery, laser engraving, digital printing, etc., produced by JakobSheiefer in Switzerland, and high-tech man-made fiber fabrics produced by a century old Swiss fabric supplier WeisboZurrer and Gasna.

"A single piece of pure manual completion of each process, under the supervision of a number of experienced Hongkong technicians, can be released after rigorous inspection.

In order to ensure the quality of the product, we will check it from layer to layer. From design material selection to production completion, every detail must be perfect. Every line must be smooth and smooth.

We must not let go of the unqualified products and make the best products available to the most honored guests.

Wang Hongfang said.

Young tide card: focus on fabric texture and comfortable plate type.

Interviewee: general manager of Guangzhou Guo Guo Garments Co., Ltd.

Liu Yan Yu

The fruit of Mu Guo was born in Guangzhou in 2003. It is a fashion trend card for young people aged 15 to 25 years old.

Before making this brand, Liu Yanyu's products are mainly sold through the professional market. At that time, the quality requirements of the products were not high, because the wholesale demand was many styles and fast updates.

After making the brand, the original wholesale response quickly changed to 8 months ahead of schedule for the preparation of the next year's design plan, and asked the franchisee to place an order in the order form, leaving plenty of time for the production quality inspection.

The price range of T-shirts is between 89-259 yuan, and the price of shirts is between 199-399 yuan. The price of products is not high, but the quality requirements are not low.

"From the selection of accessories manufacturers to the long-term cooperation fabric fixed dyeing, then to the preferred management and fully equipped manufacturers to produce large products, and then to the after-sale defective products sorting and repair service matching one-stop, the improvement of each link has played a key role in improving the quality of products."

Liu Yanyu said.

Compared with the previous wholesale, after Liu Yanyu made the brand, from the planning to the design and development process, he paid more attention to the assurance of fabric texture.

"Products try to use needle woven fabrics with high cotton content and soft handle. In recent years, many elastic stretch fabrics have been added to make consumers more comfortable when they are dressed. In the design of clothing plates, they focus on the human body's movement function of shoulders and arms, and try to improve the extrusion and restraint on the plate as far as possible on the basis of self-cultivation, so as to accord with human functions as much as possible."

Liu Yanyu believes that the fabric is comfortable and the shape is more suitable for human activities, which is the minimum requirement for wood products.

In order to meet this requirement, the production department of muguo fruit wood has set up the procurement, cloth inspection, shrinkage test, component weight test, semi finished warehouse storage and other links. On the outgoing link, it carefully selected cooperation partners with management capabilities and complete facilities, joined the merchandising group in the production process, accurately followed up the quality of the goods in the early, middle and late stages, and the quality control group made special spot checks to make the three phase of the product quality, and set up QA in the production delivery link, and carried out the whole bulk inspection, and the unqualified products were controlled to flow into the finished product warehouse.

These are the monitoring of product quality in the production process of fruit and wood brand.

In the circulation of products, in order not to let the defective products flow into the market, the company's Department of Commerce has made a warm reminder of the daily maintenance of the store products and the standard of delivery and sorting of the goods to the national distributors. When they receive the quality problems of the goods, how to identify the defective categories and the methods of recovery, so that they can conduct classified guidance when the goods are purchased to the store, and guide the buyers to inspect the goods for the two time, so as to avoid the defective products coming into the market.

Internet brand: slightly improved in the conventional standard

Respondents: Marketing Department of Ningbo Hua He Garments Co., Ltd.

Wang Chao

WILLWIN is an online clothing brand, which is made of Ningbo Hua He Garments Co., Ltd., which is characterized by its fabric and workmanship.

Ningbo Hua He Garments Co., Ltd. was originally a factory for OEM, and had made OEM for CalvinKlein, ONLY and other brands.

WILLWIN's product price range is between 168-588 yuan, although its products are only planned to be sold online, but the requirements for quality are also very strict.

According to introducing, when Hua He company is OEM for other brands, the product inspection bureau will check the products before shipment. Customers also require the products to pass the inspection by the relevant authoritative inspection organizations such as ITS, including items such as formaldehyde, azo, aromatic amine, color fastness, etc.

"In addition to the raw materials and accessories of clothing, and the technological standards required for garment production, we can also have more room for improvement."

When doing OEM, we need to do a lot of testing. The WILLWIN of Hua and its own brand will also make some improvements on these bases.

For example, on the basis of conventional fabrics, the fabrics used by WILLWIN also have higher requirements in terms of elasticity, wear resistance and water absorption, so as to enhance the overall quality of products.

"We have many years of reputable fabrics and accessories suppliers.

In addition to the supplier's first check (the company will also require fabric manufacturers to provide inspection reports for related inspection items), we will further inspect fabrics and accessories to ensure product safety and compliance with environmental standards.

Wang Chao said.

Wang Chao believes that the emergence and development of a brand is the result of the integration of many factors, including quality management, brand culture and connotation, social media marketing, the establishment and development of channels, the difference and innovation of brand service concept, the reputation and reputation of consumers, etc.

"Quality and brand, that is the relationship between fish and water, the success of the brand can not be separated from quality management, quality persistence, quality improvement and innovation."