The Weakness Of Fast Fashion: Frequent Quality Problems

Want to be popular with Milan in Italy fashion Synchronization? You just need to walk in all parts of the country. ZARA In the shops, you can see that the latest season's fashion clothes are your choice, and the price is substantial. Of course, this is compared to the purchase of an international brand.

　 "Fast fashion" for the benefit of dreams

In fact, it's not just ZARA. This is characterized by "fast, ruthless and accurate". Fast fashion "Is rising rapidly. It follows the trend of catching up with the season. The speed of new products coming to shops is very fast. The frequency of displaying windows is two times a week.

ZARA, H&M, C&A, GAP, UNIQLO and so on, more and more foreign brands, or local fast fashion brands quickly enter the domestic shopping malls. The latest style, fashion style, low price and supermarket style clothing shopping experience, "fast." market Let the fashionable pursuer rush to it.

At the same time, "fast fashion" is rapidly creating a business miracle. The latest Forbes world richest list is the fashion industry who makes the most money.

On this list, we see a lot of names of "big guys" in fashion, but don't think that all those who are squeezed into the list are luxury goods. 15 fashion people entered the top 660 ranking of the list. Among them, "fast fashion" brand owners accounted for more than half of them.

The top fourth are BernardArnault, a luxury group LVMH, with assets of $41 billion. Followed by the seventh ranking AmancioOrtega and the thirteenth ranked SteffanPerson, the former comes from Zara and the latter comes from H&M.

As the world's largest clothing retailer's Inditex group's most famous subsidiary, ZARA has contributed a lot of profits to its parent company. Data show that although ZARA brand stores account for only 1/3 of the total number of Inditex companies, its sales account for about 70% of the total sales of the group.

However, frequent quality problems have exposed the weakness of "fast fashion".

　　 Quality soft rib

Since its entry into the Chinese market in 2006, ZARA has been favored by white-collar and fashion people for its efficiency, variety, production and sale. However, the quality problem has always been criticized. In recent years, ZARA has repeatedly become a "frequent visitor" in the list of substandard products of various industries and quality inspection departments. According to incomplete statistics, ZARA has been caught in "quality gate" for at least 7 times since August 2009.

Last time, it happened in April 25th. The Consumers Association of Beijing once again found the quality problem for ZARA products. ZARA's public relations and Communications Department of INDITEX group issued a statement, saying that ZARA clothing "meets the highest level of clothing standards". However, the Beijing Consumers Association believes that the statement is "a matter of caution".

In fact, the "fast fashion" brand that is entangled in quality problems is not the only ZARA company. H&M also won the nomination on the blacklist. In April 29th, the AQSIQ's H&M unqualified product was H&M baby coat, and the fiber composition and content of the lower part of the product were not qualified.

This is not the first time the brand has been detected. In June 2010, the Shanghai quality and Technology Supervision Bureau issued a notice that H&M's knitted casual coat was not qualified. H&M the pH value of this knitted T-shirt is 8.5, and according to GB18401-2003 standard, the pH value of textile products is between 4.0~7.5 and H&M is obviously over standard.

　　 Spoiled foreign brands

No matter in Chinese, English or in old Spanish proverbs, you can find the same sentence - silence is golden. AmancioOrtega, the owner of INDITEX group, Spain's richest man, has undoubtedly carried out this motto all his life. Not only is his personal life low to almost mysterious, but also this "temperament" has infected the whole group.

ZARA has been adopting a low-key way of questioning the quality of clothing. And the quality inspection of Beijing Consumers Association has opened up the most famous "fast fashion" brand in China. In April 29th, ZARA said publicly that it had endorsed the monitoring results of China's quality monitoring institutions, and acknowledged that there were problems in the quality of clothing. It would strengthen quality control, carry out rectification and accept supervision.

Xu Xueqing, director of public relations and communications of ZARA group in China, where INDITEX is based, explains their quality problems. Maybe some suppliers do not understand the standards of clothing quality, which leads to the current situation. At present, the relevant products are already off the shelf. ZARA will strictly abide by the Chinese standards and laws in the future, and continue to communicate with Consumers Association, and welcome the measures taken by consumers association to guide ZARA.

　　 ZARA pushed the quality problem to suppliers. Obviously, this is not a good reason.

H&M's response to the pH value of children's clothing is also understatement. The company's Shanghai public relations official said in an interview with the media that the products being tested were already on the shelves and that consumers who had purchased the children's clothing promised to return them in full. But for the quality problem, the person explained that it depends on the re examination result of the product. If there is no problem, it will continue to sell on the shelves.

For the quality problems that have been detected repeatedly, the major "fast fashion" brands have shown no fear. ZARA has been trapped in the "quality gate" for the seventh time, but everything will remain calm as usual after the storm. For questioning, it is either silent or perfunctory in a few words.

If the difference between eastern and Western ideas makes the ZARA parent company admit that there is nothing wrong with it, then a piece of paper without consequences is to encourage this confidence. Fortunately, this consumer association seems to be intolerable, and finally did what should be done from the very beginning -- Criticizing the INDITEX group formally, only in this way did ZARA get the first gold medal in 3 years.