[Industry Observation] Really High-End? Fake High-End!

Recently, when I go shopping, I always blurt out this sentence: "why is this dress so expensive?"

Yes, why is this dress so expensive?! the price of a sweater of any two or three line fashion brand is no less than six hundred or seven hundred yuan; the prickle sensation of the clothes in hand has extinguished the sparks that I want to try on;

Perhaps businessmen will say: "we are also forced to do so, the domestic and foreign economy continues to be unstable, raw material prices continue to rise, if we do not raise the price of goods, how should enterprises be located?" and other businesses compare their commodity prices with the world famous brands, and think that their prices are actually lower than those of high-end luxury goods.

Of course, the author does not deny this objective fact. Under the pressure of strong domestic and foreign economic pressure, the days of the enterprises are not very good. However, the bigger question is whether the quality of these two or three line brands is really worth so much, and their brand names can not be compared with those of the first line brands.

Is the luxury of price really extravagant? Is the development of high-end goods only the continuous improvement of prices? If the price of commodities is raised, the pressure will eventually turn.

When I participate in some meetings of the industry, I often hear such words: take the high-end line.

What is the high-end consumer group from low to high consumers?

Of course, this is an important factor in evaluating whether a commodity is classified in the high-end category. However, in my opinion, if you want to become a high-end, high-quality raw material, excellent quality, strong brand influence and cultural connotation is the real value for consumers to pay for it.

If the value of a commodity can only be used as a reference for its price, then how can our consumers acknowledge it?

Fast shipment, close to the people and keep up with fashion trends, so that ZARA from Spain quickly occupied the market.

However, the "fast fashion" brand is not the fastest and the only way to run faster. It is not just competitors but also quality.

In January 30, 2010, the Beijing Consumer Association's comparison test on ZARA53 down coats and 1 COAT COATS showed that more than 30% products were unqualified. Among them, a coat priced at 999 yuan, 70% of the stuffed feathers, and 51.1% of the actual amount of stuffing. In April 10, 2011, commissioned by the Beijing Association for the quality of life, the national garment quality supervision and Inspection Center (Tianjin) detected samples of 57 kinds of casual pants produced or distributed by 54 enterprises in 9 provinces and municipalities in Beijing, Shanghai, Zhejiang, Fujian, Guangdong, Shenzhen and so on. It was found that a pair of ZARA casual pants was not well tested for its excellent fastness, and acid resistant perspiration, alkali resistant sweat stains and wet resistance were not eligible for 3 items.

In addition, the tag has a nominal wool content of 20%, and the actual wool content is only 10.6%.

Such examples are too numerous to mention, in two years, ZARA7 boarded the quality blacklist.

As an enabler of fast fashion trends in the European apparel industry, ZARA aims to provide customers with "affordable fast fashion clothes". In a few decades, ZARA brand has rapidly entered the world's top 100 most valuable brands, and its parent company Inditex has grown into the world's largest retail fashion fashion giant.

Based on this positioning, ZARA has always believed that in pursuit of fast and fair prices, it is acceptable to sacrifice quality if necessary.

But is this really true? I think otherwise.

I wonder if you have noticed such a kind.