Domestic Clothing Brand Similarity Is Too High, Consumers Are Helpless.

Leggings

...

Summer wear in 2012 has been fully listed.

But I believe that after shopping, it is easy to find that summer wear is surprisingly similar in style, and the elements such as broken flowers and lace occupy the main position of almost all women's clothing brands.

"Clothes are almost the same. There is less fun in shopping."

"Buying clothes now is a headache."

Ms. Meng said.

In the past, she bought a piece of clothing and could go shopping in the department store one after another. She was tireless, but she had no interest in visiting a shopping mall the other two days ago.

"The style between brands is highly similar, and even when it is selected, it is not clear who is who."

MS Meng feels that not only the brand overlap between shopping centers is high, but the goods between brands are even longer.

She said, especially this summer, the girls' brands, the long skirts and the broken flower styles, even have the feeling of "confusion". How does the clothes look alike? "It is similar to let everyone doubt whether the designer is sharing a brain."

She felt that not only the overlap between the elements of clothing was high, but even the personality between each brand began to disappear. "People are fringed with fringes, you wear military uniforms, you are also neutral, and you are neutral, but what are the fashionable elements of your COPY?"

Not only did MS Meng feel so sorry, but Ms. Wang, who had always been buying things without soft hands, was also somewhat helpless. "Buying clothes and even the meals of the month are all at stake. Can you afford it?"

These famous brands are mainly reflected in domestic brands, not only clothing, but also the similarity between shoe brands this year.

Almost every brand has different styles, fabrics and workmanship.

"In the past, the style knew the style of the brand, and now it is hard to distinguish from LOGO, and the style of the brand is fading away."

So the same origin stems from "sell well".

"The profits of the brand are getting thinner and thinner. In order to save costs, fewer and fewer original designers are, and if one element sells better, the principle to follow is to keep up with the trend rather than create the trend to ensure the continuous selling of products."

Parkson Henan Shanxi general manager Zhang Xin said.

"No way, some consumers are alike in style, but the best we sell is these."

A guide for the purchase of an European brand.

Speaking of why this year's style is so thunder, she says "sell well".

These summer clothes were fixed at the ordering meeting earlier this year.

The design elements of chiffon and broken flowers are not new designs this year.

As early as the end of last year, these popular elements had been applied to the new spring and summer design of major brands in Europe and America in the spring and summer fashion week in 2012.

"You see, these brands of ZARA and HM are big names of plagiarism, but they sell so well."

The guide said that the former brand had also tried to make its own design, but later found that most of the consumers in the country were buying the new standard of clothing in Europe and the United States.

Those styles that are similar to big ones are the best sellers.

Domestic brands are plagiarized, while those in the department stores are directly copying the former two or three line women's clothing brands, not only copying elements, but also changing styles directly.

This led to the division of clothing in the department stores in China into several categories, some of which are similar to those of Jiangnan, some of which are similar to ONLY and MODA.

"A lace dress I bought on a small brand is not very different from that of Europe, but the price is only 1/3 of that of Europe."

Ms. Wang said.

{page_break}

"The radish is fast, not the mud."

But not only does it look alike, but also the style of selling clothes is becoming more and more similar.

Ms. Meng said, "don't look at the clothes, but if you try them on, the salesperson will tell you that we have one number and we want to buy it as soon as possible."

"A lot of time, you can only buy that model."

I feel that this trend is becoming more and more evident over the past two years.

"Not only imitate the design of big brand, but also imitate the business road of big brand."

"Now logistics is developed, and the method of inquiry is also more advanced. Manufacturers hope that products are safer and do not want too much inventory."

The head of a department store said.

If you think things are scarce, they are wrong.

"The quality of these fashionable women's clothes is not as good as before," she said.

Mrs Meng took one of her new purchases.

Say, just wore a week, the hem has already opened the line, and the button on the shoulder is also loose, "really can not afford to live more than 1000 yuan price, if not this LOGO, with those fast fashion brands are not too big difference, lack of texture."

Moreover, in November of last year, Guangzhou media exposed the quality of clothing brands in a group of department stores.

The results showed that domestic brands such as H&M and ZARA were found to be unqualified.

Some domestic brands have not been spared.

Unqualified items are not only focused on pH value, color fastness, fiber content, product identification, etc. even some items which are harmful to human health, such as aromatic amine dyes and formaldehyde content, have also been identified.

Similar styles, higher prices, consumers consider changing brands.

"For department stores, take teenage Shao Shu as an example, the brands that sell well are more than a dozen, but occupy nearly 60% of the performance, and the shopping malls will definitely not give up."

The head of a department store revealed.

The ability of brand design is relatively weak, and the development cost is very high, which leads to unwilling to take the new road.

Although some brands are adjusting their styles and positioning, the patent protection of fashion is a difficult problem and will soon be plagiarized.

For the quality of clothing, the quality of the decline in the quality of the problem, there are people in the industry, for those regardless of foreign brands or domestic brands, "are consciously or unintentionally walk fast fashion, design a plagiarism route, reduce inventory."

After a day's shopping, Ms. Meng bought a special store in a middle-aged woman's clothing store.

"I think the prices are much cheaper than those big ones."

She said, "first-class design, second class fabric, three price."

"Parity between brands is similar and style is convergent. In this case, parity can prevails.

But in terms of department stores, clothing prices are getting higher and higher.

Such quality and style, I really want to change the brand. "

Ms. Meng said.