How Fast Is The Fast Fashion Clothing Brand Like ZARA And GAP Slowing Down?

After this year's new winter clothes are listed, they are all big.

Competition among clothing brands is more intense than ever, and promotions are falling one after another.

But on the two days, the media broke the news and said, "H&M in the process of quality inspection, some production and processing plants only take part of the qualified cloth for inspection, and a large number of substandard products will flow into the market."

Such a judgment is not groundless, because in recent years, clothing products in the sampling report, you can often see the fast fashion brand "black list", including ZARA, C&A, GAP and so on.

Because of this, I believe that the fast fashion brand can slow down a bit faster and avoid "haste, less speed".

Why fast fashion is popular? It only relies on two characteristics, one is many styles, and the other is fast updating; the two is high cost performance.

This result is based on a perfect production supply chain, including a strong designer team that can deliver new product solutions in the shortest time, and suppliers who can produce products in the shortest time and complete the logistics system can deliver products to the terminal in the shortest time.

Besides,

It ensures the cheap and good quality of fast fashion products.

It is easy to find names of other countries such as Asia and Africa by opening up the labels of fast fashion brands in the market.

It can be said that the rapid response to the market and the global production and marketing network have made fast fashion.

However, the advantage of fast fashion is not enough to guarantee the quality of the product 100%.

According to a textile testing professional, the testing cycle of clothing products usually ranges from 3 to 5 days. If an indicator is unqualified, it needs 7 to 10 days.

For fast fashion, do not say that 7 to 10 days is a "waiting period", or even one night at night, and may lose the opportunity to occupy the market heights.

Therefore, to see the specific situation of fast fashion brands in the "black list", we will find that the quality problems are concentrated on the basic characteristics of raw materials such as fiber content, color fastness, pH value and so on.

From the complaints of consumers, it is very dissatisfied with the rough workmanship of fast fashion products.

It is regrettable that some fast fashion brands are holding a blind eye to these "soft edges". They rather sacrifice quality than sacrifice speed.

The author thinks that "fast" may be the most important factor in the competition for market share before, but with the increasingly fierce trend among the fast fashion brands, the "price war" is becoming more and more intense. The core factor of quality "cost performance" has become more and more important.

Under such circumstances, fast fashion brands should slow down moderately.

Not long ago, we heard about local fast fashion brand Vic.

Since the beginning of this year, the supplier has been streamlined and optimized, and a new quality inspection process has been set up. The third party "quality inspection center" has been set up inside the company.

From a practical perspective, streamlining suppliers and increasing internal testing links will extend the shelf time of products, but the result is that consumers' appreciation of product quality has improved significantly.

As a matter of fact, fast and slow is not an irreconcilable contradiction.

For fast fashion brands, it is better to divide speed into two parts: in design, the sooner the better, the forward trend design can provide more production and logistics distribution time for brands, but in quality control, we should strictly observe the testing process, slow down, but leave the testing time for fashion.

Because only the fashion with quality assurance can withstand the test of the market and get the recognition of consumers.