"Fast Fashion". Don'T Forget The Quality.

　 Recently, the quality problem of a foreign fashion brand garment has attracted wide attention from industry and consumers.

One side is domestic textile. Clothing industry Emphasis is placed on the importance of product quality. On the other hand, the quality embarrassment encountered by some "fast fashion" brands in foreign countries is becoming more and more important in the textile and garment industry, enterprises and consumers.

In recent years, the rapid development of Fast Fashion is a landscape of the textile and garment industry. Some fast fashion brands focus not only on the market layout of the first tier cities, but also on the second tier cities. Higher fashion renewal rate, fashion sense of fashion design, relatively low price and uniform marketing style have become the selling points of fast fashion brands to attract consumers. Many urban young people say that patronizing these brands has become an essential part of their clothing consumption.

Known as "fast", the fastest response to fashion trends is undoubtedly the winning point for these brands to occupy the market; behind the "quick response" is the accurate understanding of fashion trends and fashion and the assurance of individual needs of consumers. Just like some "fast fashion" brand positioning: "first-class design, second rate production, three price", the clear positioning and unique marketing mode of design are the magic weapon for them to win. However, after all, "fast" can not replace the consumer's wearing feeling. Only by designing fashion to attract audiences and ignoring product quality, it will undoubtedly bring hidden trouble to brand management. While vigorously promoting the external characteristics of clothing styles, colors and so on, is it safe and comfortable to wear products? As a consumable product used repeatedly, can the products be durable? These problems still need excellent quality to answer.

For the textile and garment industry, quality The importance of this is unnecessary. Over the years, in the domestic textile and garment industry, whether it is clothing, home textiles and other sub categories, or from the raw material, textile, printing and dyeing, finished products industrial chain upstream and downstream, the quality of products has always been an important indicator to distinguish and measure the brand quality of enterprises, not only because quality is the life of enterprises and brands, but also the cornerstone of brand value. Coincidentally, the clothing industry in recent years advocated the establishment of "quality, innovation, rapid response and social responsibility" four in one brand concept, also put "quality" in the most important position. Looking at the development of textile and garment industry for many years, "quality first" has become the business logic approved and followed by domestic enterprises. There is no brand without quality, and no reason for consumers to recognize it.

To understand the simple logic of "quality determination" is not difficult to understand. Good brand It is the principle that brand creators, product makers, suppliers, marketing terminals and consumers jointly maintain and operate. A good brand grows and expands. Besides relying on the construction of brand operators and input from all sides, the word-of-mouth of consumers is also an important "nutrition". In this process, the importance of quality is self-evident, even the fast fashion brand, which is known as fast, is no exception.

In today's fierce competition in textile and 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 examples of quality retention are also common. In the process of emphasizing innovation and development of the industry, the importance of quality cannot be ignored. The idea that "quality is the source of the brand and the source of value" should be more firmly recognized, and strive to create a virtuous cycle between product quality, consumer reputation, brand effect and enterprise income, so as to ensure that the brand is truly based on the market and rooted in the hearts of the people.