Silk Clothing Retail Suspense: Shrink Or Is There Something Else?

In ancient times, as the riches and family's exclusive satin and satin, now began to walk into the "ordinary people's home". This summer, more and more women in the street choose a graceful silk dress. Reporter in Shandong Qingdao In the downtown area of Taitung, more than 10 women dressed in silk clothes were interviewed randomly to ask about the purchase price. However, they found that the price of silk dress with a similar style was very different. The silk skirt purchased from the super stores was around 1000 yuan, while the silk skirt purchased on the roadside shop and Taobao was generally between 200~300 yuan, and some even less than 100 yuan.

The price of silk, which has always been known as "Jiao Jiao", has started to shrink greatly or is there something else? Reporters have conducted an in-depth investigation.

　 Real silk clothing Hot sale this summer, polyester fiber shoddy.

Luxurious Louis Vuitton2011 spring and summer women's wear introduced the improved Chinese style cheongsam, large split silk and Leopard Dress and many other silk dresses. In the spring of this year, Chinese actress Fan Bingbing and Miss World Zhang Zilin respectively presented the new silk dress of Louis Vuitton to Cannes, which indicates that one of the popular elements this summer is silk.

In recent years, with the development of network technology, the speed of information dissemination is faster and faster, leading to high street in China. fashion Progress is fast. According to a designer of the first line clothing brand in China, it is only 2 weeks from the international fashion week to launch the new fashions from the international fashion week to the second tier cities in Beijing and Shanghai. It can be seen that China's high street fashion has formed a complete "Shanzhai mode".

According to a reporter's investigation, it is found that the silk clothing that is popular this summer is a fake PET fiber which is difficult to distinguish true and false from the naked eye. Its appearance is hard to distinguish from genuine and fake, and its price is much more popular than that of silk fabrics.

Polyester fiber is a polyester fiber produced by spinning polyester from dibasic acid and diol. It is commonly known as polyester fiber. "Consumers generally have limited knowledge of the ingredients, called polyester fiber. They feel much more upscale than polyester. From the customer service chat, they know that brands such as Zara, only, HM and other brands are polyester fibers according to national regulations. Many consumers feel that polyester fiber is a very high quality fabric because of its brand effect. They even think that polyester fiber is a derivative of silk. So even if we don't play the banner of real silk, it's hard for consumers to define the difference between polyester fiber and real silk. Taobao sellers "soaring the sky" told reporters.

"When I was at school, I would go out shopping with my classmates and see what others were wearing when I went to school. Now I don't need to be so troublesome. I am a fashion lover, and tell me that if you want to go in the forefront of fashion, you can watch fashion conferences abroad, because the domestic trend is following them. If you are a rookie level, you can refer to the wear of domestic celebrities and Internet Celebrities, and the number of posts that introduce online trends is even more numerous. If you really want to save the time to play the role of beauty, search for hot money directly from Taobao, browse a few pages, you will probably know what is fashionable now. " Miss Chou, who has just graduated from University for a year, explains her fashion view.

As an important source of fashion information, how do they guide customers to spend? Taobao, a senior online shop operator, says, "online copybooks are scarce. A good copy can write the best advertising and directly control the sales volume of online stores. After all, consumers are not professionals. A good copywriter can grasp the psychology of consumers and master the skills of writing network marketing copyrights which are evasive and misleading. For example, today's publicity for polyester fiber: excellent copywriting will write polyester fiber more wearable than silk, or a certain brand of the same 100% polyester fiber dress, so that it does not lie and skillfully guide consumers, so that they feel that polyester fibers are more fashionable fabrics than silk, are high-grade fabrics that large brands will adopt; and ordinary copywriting will write simulation silk polyester fibers, or directly write hand feel and silk identical, so the grade is coming down at once.

A designer of the domestic front-line clothing brand said: "at present, Chinese people's fashion ideas are very exaggerated. Especially young people, they do not care about the definition of life behind the fashion, but blindly follow the trend and what to wear. So the small broken flowers on the streets last summer are silk skirts this year. The cottage business is also following the market demand, so how can the young girls who are not able to afford luxury clothes to satisfy the vanity of beauty? "

The reporter interviewed more than 10 women dressed in silk garments in the busiest Taitung pedestrian street in Qingdao, Shandong province. They found that the silk dress with a similar style was very expensive. The silk skirt purchased from the super stores was around 1000 yuan, while the silk skirt purchased from the roadside shop and Taobao was generally between 200~300 yuan, and some even less than 100 yuan. The reporters asked 6 women who bought the price below 200 yuan, and felt that the silk skirt made of such a low price was real silk products. 4 of them said they did not care about whether the real silk skirt was real. In addition, 2 women insisted that the silk dress they bought was genuine, and used "skirts sold in foreign trade, manufacturers only had such a price" and "street shops did not have advertising fees, so the cost of storefront cost was high, so it was cheaper".

Reporters visited several boutiques in the city of Yantai, Shandong Province, and found that the silk dresses sold by the shops were shocking, but most of them had no ingredients. And even found luxury brands like CK and Prada. The reporter asked if the shopkeeper was so cheap as a genuine product? Some shopkeepers said, "foreign trade domestic sales is the end of the domestic big brands' processing in the domestic factories, so it's so cheap." Some shopkeepers responded more directly. "How can this price be bought? But the material is absolutely pure silk, and I don't believe you feel it." The reporter shows, "polyester fiber and silk feel almost the same, but the cost is quite different." The shopkeeper answered with a smile. "Of course, it is clear to the insiders, but how many of the ordinary customers understand? Most girls buy clothes like that. The style and price are all the same. They almost buy it when they touch it. They do not care whether they are real silk products.

In addition, silk pajamas are another important branch of "Shanzhai silk" clothing. Nowadays, the concept of young people is more and more open. Because of the misleading pornography and some fashion magazines, most girls feel that silk pajamas are synonymous with sex appeal. The reporter interviewed 1 college girls in the Shandong branch of China Women's University, and conducted a questionnaire survey among 100 college girls. It was found that 79 girls had at least one silk pajamas. Most of the shopping channels came from walking street, boutique, roadside underwear shop and so on. The design was mainly sexy and cute suspenders, and the price was mostly below 50 yuan. More than half of the girls did not care about the real silk products, and the cognition of silk stayed in the superficial cognition of "smooth handle" and "glossy fabric". Reporters saw several female students called "silk pajamas" found that the workmanship is extremely rough and the naked eye can clearly distinguish not natural fibers. {page_break}

Polyester fiber staged "emperor's new clothes", genuine silk small crowd sales.

It can be seen that polyester fiber posing as "real silk" is undoubtedly a farce of "emperor's new clothes" jointly produced by producers and dealers in order to cater to consumers' "vanity mentality".

Most consumers know little about fabric knowledge, and the source of information depends on the Internet. Fashion information on the Internet is the "marketing language" written by online sellers to guide consumers' consumption. While some consumers even know that they are not buying genuine silk at low prices, they often choose to turn a blind eye to it. After all, they are limited in economic ability and want to be beautiful.

At present, most of the women who buy clothes can take into account the fashion and quality, and most of them are middle-class female white-collar workers. Moreover, it is not easy to distinguish between the "Shanzhai silk dress" which is difficult to see the difference. It may only need less than 1/3 of the price, which is a big temptation to young women who have no money to love beauty.

This summer, "silk skirt" is burning, but no matter what the genuine silk dress is. The shopkeeper of the silk dress shop of Quancheng Road shop in Ji'nan Ginza shopping center told reporters, "it is reasonable to say that this year's silk skirt is hot. The sales volume of our shop should have a breakthrough growth, but in fact it only increased by less than 10% compared with the same period last year.

The true and false war between silk and polyester fiber is only the tip of the iceberg of fashion industry in China. A senior dealer in clothing and textile industry, who does not want to be named, said: "the high street fashion of Shanzhai is undoubtedly a disaster for the long term development of China's clothing industry. The copy apparel industry in China is paying attention to the huge profits of the sales volume of the Chinese clothing industry. Under such impetuous environment, it is hard for manufacturers to calm down and make the brand elaborate and meticulous. China can not produce such an international first-line clothing brand such as Chanel. Some people expect to rectify the clothing industry, but the frequent exposure of clothing safety and safety incidents is not the main issue at all. The big market of Chinese clothing is hidden in the vast wholesale markets and street stores that are not yet in the market, and these are the most difficult to control and ban, because the people who want to dress up beautifully are the first ones to stand up.

Friendship link: how to distinguish silk from polyester fiber?

According to a person in charge of silk products in Liu pupil town of Changyi City, Shandong province for many years, "the feel and visual effect of polyester fabric are similar to silk, and it is difficult to distinguish only by tactile and naked eye observation. If consumers want to authenticated the authenticity before buying, they can find a piece of leftover material on the clothes to burn. If the combustible material has hair smell, and the burning object will be powdery finally, it is pure silk, and if the residue after burning is sweet and lumpy, it is polyester fiber dimension. In addition, the price of silk garments at home is far from being greatly reduced. If consumers want to buy genuine silk clothing, it is best to choose larger stores and brand exclusive stores.