In The Autumn Of Autumn, The Enterprises Were Injured Five Tears.

The clothing industry is winding up, and hot topics are constantly contending. The clothing market in August is not optimistic. Fast fashion brand accidents, Lining group's internal and external troubles, big clothes caught in the "toxic door" and cold autumn listing and other incidents are coming. In the face of all kinds of negative news, the service companies can not afford to cry loudly. Indeed, in 2011, the price of clothing did not show the trend of falling down because of the cooling of cotton prices and the outbreak of various toxic incidents. The peak season has become the best adjective in the summer and autumn season. "Fast fashion quality gate, Lining's internal and external troubles," poisonous door "," autumn clothes are cold, and clothing enterprises can not afford to hurt "five key words in August, all of which indicate that the market is changing.

　　 Keywords: fast fashion quality door

Focus: Zara, H&M, fast fashion

Introduction:

First class design, second class fabric, three price, and four stream quality are important features of fast fashion brand "noble and inexpensive", because the first thing to sacrifice is the quality of products. Poor fabric and rough workmanship are embarrassing for these brands. Recent Zara, H&M Frequent exposure is not qualified, the brand parent company repeatedly shuffle, and there is no reasonable explanation for the quality problem.

Thoughts thronged one's mind:

Inditex, the parent of Zara brand, wants to buy Giordano brand. "It will be the way of Inditex to beat the competitor at the low price - the acquisition - re raise the price." With the surging trend of "fast fashion", its rich problems are also pushed to the cusp of the storm. The strength of competitors is increasing, their quality problems are frequent, and the market is different. Is this fast fashion a fashion for Hold?

Closing remarks:

Plagiarism has become a big brand design. Fast fashion The biggest problem that people have criticized. In order to ensure the continuous selling of products, fast fashion always follows the principle of keeping up with the trend rather than creating the trend. Fast fashion is not the original selling point, so plagiarism has become the underlying rule. In fact, Zara, H&M and other fast fashion brands make many myths across the border every year, but this is like drinking poison to quench thirst. If it doesn't change the quality and quality, how long can it go?! {page_break}

Keywords two: Lining Domestic trouble and foreign invasion

Focus: Lining, internal worries and foreign aggression

Introduction:

In fact, sportswear brand, Nike ADI is indeed the seat of big brother. Lining has some distance from them. As a national brand, Lining is accompanied by the growth of a large number of people. Until now, Li Ninglian's domestic elder brother's seats are somewhat unstable. What are the reasons behind this?! what's the difference between Lining and Nike? Buy Nike instead of Lining's "Lining three defeat".

　 Internal worries:

First defeat: brand image is dwarfed.

Second defeat: product layout is too narrow.

Third defeat: sales channel swaying

Foreign aggression:

Water pollution incident, autumn clothing price rise, trust crisis, poisonous door

Thoughts thronged one's mind:

Lining is still only "China's Lining" and is far away from the "Nike of the world". The author believes that the main internal causes lie in three aspects: the weakness of brand image, the narrow distribution of products and the confusion of sales channels. The internal crisis is not smooth and the foreign invasion is rising again. The crisis Lining suffered is really a wave of unrest. How to solve the pollution incident, how to accept the price increase event, how to react to toxic door, and how long can Lining's "big brother" seat sit in the face of a crisis of confidence? Where should the leading enterprises be shown in the face of difficulties?

　 Closing remarks:

Lining, a Chinese sports brand, has achieved remarkable achievements, but its future development has a long way to go. We must give priority to solving the above problems so that we can compete with those international predators in the global market. {page_break}

　 Keywords three: "poisonous door"

Focus: big card "toxic door", NPE

Introduction:

Recently, Greenpeace held a press conference in Beijing to announce the survey results of toxic and harmful substances in global brand clothing. The products of 14 well-known brands such as Lining, NIKE, CONVERSE, UNIQLO and Adidas contain toxic "environmental hormone" nonylphenol polyoxyethylene ether (NPE), which is harmful to the human body.

　　 Related links:

The Chinese name of NPE is nonylphenol polyoxyethylene, which is often used as a surfactant in textile production. It is released into the environment and rapidly decomposed into NP. NP, the Chinese name is nonylphenol, is a recognized environmental hormone. It stimulates the mimic estrogen and has an effect on the sexual development of organisms. Therefore, it interferes with the endocrine of the organism and is toxic to the reproductive system. At the same time, NP may also attack organisms through food chain. Research shows that even if the concentration of NP emitted is very low, it is also harmful to the human body.

Thoughts thronged one's mind:

After KFC's "soy milk door", "delicious noodle soup" and other famous brand restaurants frequently appeared, the "clothing" which is closely related to life also broke out the "poisonous door". These "big guys" at home and abroad ignored NPE and even ignored it.

Closing remarks:

After the clothing poisoning incident, I found that the public knew little about the "poisonous door", and the sales of the related brand clothing were still hot. The big dealers said they did not know that they had not received the notice off the shelf. The relevant departments said that there were no relevant standards in the country. Why did this happen? Is it driven by commercial interests, backstage support or behind the system?

　 Key words four: autumn clothing cold

Focus: cotton price and autumn clothing

Introduction:

Cotton prices soared in 2010, and 2011 cotton prices dropped and fell. This time bomb has been planted for this year's clothing market. Cotton prices are like roller coaster ups and downs. The trend is quite different.

　 Thoughts thronged one's mind:

The summer clothing season is not prosperous. This is the portrayal of the summer clothing market. Now the autumn clothing is on the market. To see how many people live in the house, the discount is very popular. People are beginning to hoard goods. Will this be the unforeshadowing of the next summer season?

　　 Closing remarks:

In 2011, the price of clothing increased slightly, and autumn came. Cotton prices all the way down, it is difficult to shake up the price of cotton spinning and weaving. Why does the price rise? What will happen to it?!

　 Five of key words: failure to serve enterprises

Focus: hoarding and cotton prices

Introduction:

At present, most clothing enterprises are suffering from inventory problems, and new orders are not booming, and cotton prices are all along. Last year, however, the situation was quite the opposite. The price of textiles and clothing was at the top of the day. Cotton prices rose steadily with the growth of clothing orders. This is really a double day.

　 Thoughts thronged one's mind:

There is such a "laughable talk": even though all the garment enterprises in China now stop production, it is only 3 years for the domestic clothing sales enterprises to sell the goods in the warehouse. The severity of the backlog problem in the clothing industry is evident.

　　 Closing remarks:

The clothing industry has the characteristics of seasonality and quick replacement of products. This summer clothing will not be prosperous. Careful observation will find that the price of autumn clothing will rise by one or two compared with that of last year. The listing will be cold as well as the spread of nightmare in the high inventory of clothing enterprises. How can hold live in fashion?

In short, clothing and fashion are closely related. Hold can't keep up with fashion, and can't keep up with quality. How can they not be hurt?