ZARA 7 Years On Quality Black List &Nbsp; Fast Fashion Lose Quality Character All The Way.

Two times a week - this is the changing frequency of new windows; 7 days - this is the time for capital return; 12 days - this is the collection. fashion Information, integration design to production and sales all the time; 15 days - this is the longest product storage time; 80 thousand hours per hour distribution capacity; within 24 hours to Europe branches; 48-72 hours to transport to Asia. "All of this is based on our design, production and logistics. Sale Highly vertically integrated supply chain Administration System. ZARA, a marketing manager in China, said.

Fast shipment, close to the people and keep up with fashion trends, so that ZARA from Spain quickly occupied the market. At first, Amancio Ortega, a shopkeeper, must have never thought that the shop named ZARA would have 1757 stores in 72 countries in 40 years and become the world's top fashion retailing group.

In 2006, the fashion industry and consumption trend Top10, published by WGSN, a famous American publisher, mentioned an interesting concept: "fast fashion" and predicted that it would become a consumption trend in the next 10 years. And this prediction is rising rapidly, driving the global fashion trend. Along with ZARA, there are H&M, C&A, GAP, UNIQLO and so on. This is exactly the same as "speed seeking" in the fast food age. Fast fashion is the main feature of "fast, ruthless and accurate", so that people who pursue fashions are scramble for it.

ZARA has a global turnover of more than 4 billion 600 million euros, and its profit margin is even better than that of the first GAP chain. Although H&M does not own its own factory, it has firmly occupied the market by first class brand, second rate product and three price. In October last year, GAP, a fast fashion giant, opened two stores in Shanghai and joined forces with ZARA and H&M to form the four fast fashion giants gathered in China.

However, "fast fashion" is the biggest card in the interests of the largest, not the fastest and only faster running, not only to lose competitors.

"Fast fashion" has thrown away the fundamental quality.

It is reported that since 2009, the Beijing Consumers Association has conducted 3 clothing products comparative tests in accordance with the law on ZARA products sold or produced by SA La Commerce (Beijing) company, and 3 times were found to be unqualified by the quality inspection agency. The Beijing Consumers Association has informed the company 3 times about this, and has released the test results to the public, but has never been given a clear response and statement by the company.

In December 21, 2009, the Beijing Consumer Association commissioned the China Textile Federation's fur and fur inspection center to conduct a comparative experiment on the Beijing down garment market. The results showed that a coat from ZARA, which was marked with 50% down, had only 40.5% of the measured cashmere content.

In January 30, 2010, the Beijing Consumer Association's comparative test on 53 kinds of down coats and 1 COAT COATS showed that over 30% products were unqualified, of which ZARA's 999 yuan coat was marked 70% down and its actual stuffing was only 51.1%.

In April 10, 2011, commissioned by the Beijing Consumer Association, the national clothing quality supervision and Inspection Center (Tianjin) tested 57 kinds of casual pants samples produced or distributed by 54 enterprises in 9 provinces and municipalities in Beijing, Shanghai, Zhejiang, Fujian, Guangdong and Shenzhen. One of the ZARA casual pants was tested for excellent fastness, and 3 items were not qualified for acid perspiration, alkali resistance, sweat stains and moisture resistance. In addition, the tag has a nominal wool content of 20%, and its actual wool content is only 10.6%.

In the past 7 years, ZARA has been on the quality blacklist for the first time in the past two years. However, in the face of doubt, ZARA kept silent. But the "quality gate" is not only a patent for ZARA. According to industry sources, the fast fashion brand "never fails to reform", including H&M, GAP and C&A, will always see them in the "black list". At the end of 4 this year, the AQSIQ announced that the fiber composition and content of the H&M baby's lower part were unqualified. In June last year, the Shanghai quality and Technology Supervision Bureau also issued a notice that H&M's knitted leisure jacket pH was unqualified.

A few years ago, it took 20 weeks for a factory to complete an order of 4 styles and 40 thousand garments. Now, the factory will complete 20 thousand items in the first 5 weeks with the efficiency of 500 clothes per day. If the clothing is on the market, it will respond to the strong reaction and immediately catch up with the remaining 20 thousand pieces. Topshop squeezed the production cycle to 6 weeks while H&M also revealed that it would take only 3 weeks for their products to be listed from design to listing. The shortening of the production cycle itself is a test to guarantee the quality of products, and the rapid expansion leads to the quality problems of fast fashion brands.

When asked about the quality problems of the fast fashion clothing brands, 61.91% of the consumers said there were problems and they could not tolerate them. 28.57% of consumers said there were problems, but the problems were lighter and tolerable. Only 9.52% of consumers said there was no quality problem. It was not difficult to see that the quality problem had become a major drawback from the short time production of fast fashion brands.

Qiu Zhongping, a professor at Sichuan Polytechnic University, said that cost is a double-edged sword. Controlling cost accounting will bring a lot of benefits to enterprises, but malicious cost reduction will also hurt the consumers' hearts.

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　　 "Fast fashion" has lost vitality -- originality

ZARA, H&M and other front-line "fast fashion" strategic positioning is affordable fashion, which requires designers to maintain high vigilance and quick response ability. Extreme pressure makes designers develop at the edge of collapse and watch fashion shows at any time in Milan, Tokyo, New York and Paris. Lack of thinking is mostly copied from big design elements.

At present, copying the design of other fashion brands has become one of the "hidden rules" of fast fashion brands. According to statistics, in Europe, ZARA has to pay tens of millions of euros to the top brands every year for plagiarism, and the fast fashion brand Forever21 has become the focus of the accusation. H&M even hired a few designers to plagiarize with much less money than big international brands.

Cheap "Shanzhai" clothing has benefited consumers, but infringed the intellectual property rights of other brands. The lack of unique original design has made clothing designers nominal, but will also become the biggest obstacle to the development of fast fashion brands.

　 "Fast fashion" has lost moral character.

Recently, ZARA was accused of working in more than 30 outsourcing factories in Brazil as "slave like". Local media visited one of the factories where Bolivia's migrant workers worked in extremely harsh conditions.

When outsourcing those products with long shelf life, such as basic T- shirts and denim costumes, the company's strategy is to design "try out money", which will eventually become the supplier's sample, and suppliers will usually outsource the specific production to the third party factory. According to intelligence officials of the Ministry of labor in St Paul, Brazil, one of the ZARA clothing outsourcing factories has 33 secret workshops, producing at least 50 thousand garments in the past 3 months.

A Bolivia workman told the media that a pair of jeans from ZARA in Brazil costs about 200 Real (126 US dollars), and its production cost is only 1.8 Real (1.14 US dollars). The cost of production is usually divided by all the personnel involved in the production system, for example, the cost of this pair of jeans is divided by 7 people. The average monthly wage of these workers is about 900 (569 dollars), and no less than 12 hours each time. The safety conditions found in these factories are also very serious. The expiration date of a fire extinguisher is 1998.

ZARA has been praised by LV fashion director Daniel Piet (DanielPiette) as "the most innovative and subversive retailer in the world". About 50% of the garments and accessories sold by ZARA are produced in Spain, 26% in other European countries, 24% in Asian and African countries and other relatively low labor forces in the world.

The ZARA owner, billionaire Oman Theo Ortega (Amancio Ortega) ranked seventh in Forbes's global billionaires list with a net worth of $31 billion.

What should "fast fashion" leave behind?

Fast workers should also work hard to make "fast" really "fashionable". Some experts said: "fast fashion social responsibility is to pay attention to the public's pursuit of fashion, but also to ensure quality and ensure sustainable consumption. Fast fashion is generally good, individual problems, attention. We should raise awareness of quality, low carbon consumption and sustainable consumption, and solve the emerging contradictions. "

H&M, ZARA, UNIQLO... These "fast fashion" brands are produced and processed in China's bases. Foundry costs are reduced, so the price is basically not the same as the price of foreign countries. However, how to choose the high quality foundry factories and how to monitor the quality inspection of the foundry bases is the most important problem that these fast fashion brands should solve first.

Blindly pursuing "fast", ignoring the real needs of consumers, facing numerous queries, "fast fashion" brand does not seem to be fast. Their silence, internal and external differences, ignoring Chinese standards, and so on, may not be a big game between "slow" and "fast", which are very hurt by Chinese fans.

"ZARA is only a brand of Baleno on the same line abroad. When it comes to China, it goes online, and the quality is down." A netizen said that the quality of ZARA is "different from China and foreign countries".

Some netizens said, "the quality of ZARA in Paris is much better than that in China, and the quality of ZARA products in China is generally worse than that in other countries."

More netizens confessed: "ZARA, you are not fooling consumers for the one or two time. You can't afford to hurt consumers this year."