The Quality Of Qualified Products Is Still The Bottom Line For Clothing Brands.

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The quality problem is not a new topic for "ZARA". Only in China, it has been on the list of quality blacklists 7 times in two years, and has been criticized by the association of Beijing and other places.

However, "ZARA" has always been silent.

Some people in the industry say that the quality of fast fashion brands is a common problem and a common failing.

Quality is the lifeline of an enterprise. Quality is the bottom line of brand products. Why is a fast fashion brand like "ZARA" so indifferent to quality?

To answer this question, we must first look at the main consumers of fast fashion brands.

This crowd has distinct characteristics: young, fashionable, and usually low income.

In the eyes of many consumers, "ZARA" is "first-class design, second price, three quality".

First class design is not unique to "ZARA". Many well-known brands have much higher design level than "ZARA". The latter has repeatedly handed out huge fines for copying other brand designs. Second price is the collective choice of most mid-range brands, nor is it "ZARA" unique. As for the three fluid quality, it is not even a commendatory word.

But the combination of these three has achieved the competitiveness of fast fashion brands.

If you can buy "first-class design" with "second price", even if the quality is poor, it can be tolerable.

After all, buying first-class designs at first rate is not affordable for most young consumers.

Not only that, many fast fashion brand clothing consumers buy and update more frequently, only a large number of people wearing only one season, the quality requirements are far weaker than the design and fashion requirements.

Impulse consumers also have a steelyard in mind, and whether it is worth buying will be weighed.

It is undeniable that many consumers are quite tolerant of these foreign brands with the title of "design" and "fashion". Even though the quality problems of these brands are exposed repeatedly, they seldom affect sales volume.

The business success of fast fashion brands such as ZARA is beyond doubt.

In the commercial gold lots of metropolises all over the world, you can see huge shops such as "ZARA", "H&M" and "C&A".

However, hot sales are selling well, and they are all sought after. These auras can not hide the hidden danger of quality problems.

Especially in the domestic consumer market, the price is not cheaper than that in the European and American markets. If we calculate the difference in income level, the price of fast fashion brands is far from the level of "cabbage price" which can not care about quality.

Consumers spend hundreds of dollars on a piece of clothing, which naturally demands quality.

With the gradual increase of young consumers' income, their consumption concept and quality consciousness will also improve. When facing foreign brands, will they be so tolerant when they become rational?

Another factor that may change the status quo is competition.

The domestic market still lacks local brands that can compete with "ZARA". Some fast fashion brands are critical of quality criticism. In the final analysis, the quality board has not yet hurt the key.

Once more competitive competitors are encountered, competition will extend to the whole industry chain, while controlling costs and improving quality is the choice that fast fashion brands have to make.

Although fast fashion challenges the traditional concept of clothing industry, it still can not subvert the basic principles of enterprise development.

The quality of qualified products is still the bottom line for enterprises and brands to keep. Whether this is related to speed or not is not related to fashion.