How Uncomfortable Is The Comfort Brand?

Casual wear is once again on the quality blacklist. Famous brands such as Columbia, CONVERSE and Northland are listed in the list. The quality problems frequently exposed are worrying. Why are casual clothes that are comfortable, sports and technology no longer comfortable?

Low quality and high price

The black list does not affect sales.

The quality of the jewelry industry has been swept away. clothing Industry. Recently, the quality supervision department of Shanghai disclosed the quality problems of ZARA, NAUTICA and other leisure brands. The quality blacklist involves ZARA's cardigan, NAUTICA's jacket and so on. This is the 7 time in the past two years that ZARA has climbed the quality blacklist.

On the eve of the 2011 urban rights protection (Shenzhen) forum, 21 City Consumers Association in Beijing, Chongqing and Hongkong conducted spot checks on the leisure sports brands on the market, selecting 60 samples, and the passing rate after testing was 93%. On the list of substandard products, there are many famous brands such as Columbia, CONVERSE and Northland. The pH value of Northland and CONVERSE exceeded the standard, and the color fastness of Columbia and lotto was poor.

Reporters interviewed found that the impact of the blacklist on sports brand sales is very small. Insiders say that consumers are blind to the pursuit of brands and trust too much the quality of famous brand goods. It is precisely because of this psychology that the brand enterprises have gone crazy in pursuit of the growth of output and neglected the guarantee of product quality.

There are consumers who question the quality of famous brand goods. "Buying famous brand clothes is the quality of their famous brands, and the brand clothes are generally more expensive than ordinary clothes at the price of 20%-40%, but why the high price is low?" quality "?

OEM production

Quick expansion to OEM Original Sin

According to the press survey, the OEM production of famous brand clothing is very common. The unqualified garments exposed are all produced by the OEM factories. Therefore, after the quality problem appeared, Brand Company directly pushed the foundry factory to the cusp of the storm.

According to the insiders, at present, many famous brands in the market have cooperative foundry factories in developing countries. Due to the rapid expansion of enterprises, their own factories can not meet the needs of the market, so they cooperate with the foundry factories to improve their production capacity. But the level of the foundry factories is not good enough, which makes the quality of the products difficult to guarantee, and the brand does not have a strict inspection and supervision system, which makes the quality problems of clothes frequently boarded the blacklist.

Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, said that when the quality problems of famous brand clothes were found, enterprises should not shift all their responsibilities to the foundry factories. Although the foundry factory may have problems in the production process, as an enterprise, its products must be inspected before leaving the factory. Once the clothing enters the market, it will show the brand's recognition of the quality of the clothing, and the problems in the sales link, the brand should do more self review and perfect supervision mechanism.

Fierce competition

Paulie or quality assurance

With the rapid development of China's economy, international brands are optimistic about the Chinese market, and they are expanding their stores. The expansion of fast fashion brands is more difficult. The expansion plan announced by ZARA's strong rival, UNIQLO, is adding 100 stores a year. In the face of such fierce competition, should enterprises first choose to ensure the quality of clothing or strive to increase profits?

Zhou Ting said that this problem is for enterprises. interest With the game of brand, a wise company is bound to value the latter. Because the quality of the brand will directly affect the image of the enterprise. When consumers lose confidence in the brand, enterprises will not see profits growth if they open more stores. At present, garment enterprises should slow down the expansion speed and control quality from the source. When selecting the foundry factory, we should investigate in detail and understand the overall situation and processing level of the factory in detail.