Ordinary Clothes Are Sold At An Exorbitant Price Of 30% Of The Brand "Fake High-End"

Any dress in the department store costs more than 1000 yuan, clothing The price increase is getting fiercer and fiercer. " Although the recent major department stores have made great efforts to promote sales through activities such as National Day and Anniversary Celebration, consumers are complaining about the high price of clothing.

In recent years, clothing prices have risen year by year. Compared with the previous two years, clothing prices have risen by about 20% - 40%. According to the industry, in addition to the rising basic costs of labor, raw materials and other factors, the pricing strategy of "self promotion" of enterprises is also a major "driver" of clothing prices rising year after year.

Clothing rose by 40% in consecutive years

Yesterday, the reporter visited many department stores such as Dayang, Dongbai, Wangfujing, and found that the price was more "bright" than the clothing style.

Many consumers exclaim that the price of clothing has risen dramatically. Miss Li, a citizen, said that two years ago, she bought a thin windbreaker at BasicHouse for 790 yuan, "but this year, if we look at the same brand and type of windbreaker, the price is nearly 1500 yuan/piece, even if it is discounted, it will cost 1300 yuan."

Miss Lin wanted to buy a cotton padded jacket, but after a round of shopping, she found that the price was almost 2000 yuan/piece

During the visit, the reporter found that it was very difficult to see the autumn and winter clothes of three or four hundred yuan in the department store. In Eland, a sweater costs 1298 yuan. The price of sweaters from brands such as Only and Esppit also basically remained above 600 yuan/piece.

Industry insiders said that in recent years, whether men's clothing, women's clothing, children's clothing or shoes All classes have a trend of rising year after year, with an increase of up to 20% - 40%.

Lin Lei, Deputy Secretary General of Fujian Garment Industry Association, said frankly that, Brand clothing The price increases by less than 10% every year.

According to the relevant data released by Fujian Provincial Bureau of Statistics, the per capita clothing consumption expenditure rose from 186.7 yuan to 310.14 yuan in the five years from 2005 to 2012. The latest data shows that the province's per capita clothing consumption expenditure reached a high of 471.44 yuan.

At least 30% of clothing brands are "fake high-end"

Lin Lei said that under the common pressure of raw material prices, rental costs, labor prices, rising prices and the appreciation of the RMB, clothing, as a labor-intensive product, price increases are inevitable.

A manager of a menswear brand said that in the past two or three years, the labor cost and raw material cost of clothing enterprises have increased by more than 40%. Fujian Province spin Li Jianchao, deputy secretary-general of the industry association, said that in recent years, workers' wages alone have increased by 50% - 60%.

Lin Lei said that in recent years, although the mainstream production place of "foreign brands" is still in China, a small part of them have begun to move production to Southeast Asia, South America and other regions because of the rising labor prices.

The rise in the price of raw materials is also a major reason. "For example, due to the impact of bird flu this year, the price of down jackets has risen by 30% - 40%," said Li Jianchao.

However, in addition to these basic factors, in recent years, the brand positioning and pricing strategies of garment enterprises have been approaching the trend of middle and high-end, which has also pushed up the price of clothing.

Li Jianchao said that some enterprises have a misconception that "price represents the gold content of the brand", which also captures the consumers' psychology that "what is expensive is good". There are many brands in Shanghai and Guangzhou that have positioned themselves in the middle and high-end market by packaging themselves as "foreign brands", thus setting the price of clothing at a "high level".

Some enterprises even focus too much attention on advertising and publicity, but quality is not as "high-end" as positioning.

Some insiders conservatively estimate that at least 30% of the clothing brands in department stores have taken this "fake high-end" route.

In addition, in recent years, more and more high-density marketing in shopping malls is also a major factor driving up the price of clothing. "Raise the price and then discount", the marked price is getting higher and higher, and the actual price is also rising imperceptibly.

Medium and low-end "imported products" have changed their shape by taking advantage of the rising prices

While some foreign low-end clothing brands, after entering the Chinese market, have also become "high-end goods" by virtue of the "price rise tide" of the domestic clothing industry.

Previously, Smith Street Business Consulting Co., Ltd. had compared the prices of 500 commodities under 50 brands in China and the United States. The final data showed that the clothing prices sold in China were 70% higher than those in the United States on average.

Some domestic brands raise their prices by pretending to be "foreign devils". Although these overpriced "foreign brands" are foreign brands, most of them are "Made in China" (made in China).

Li Jianchao told reporters that, like Only and JackJones, many of them are made in China. The products of Prada, Boss, Coach and other well-known brands in many series are actually made in China. "Fast fashion" brands such as Zara, HM and UNIQLO are "Madeinchina" from fabric purchase to production.

Li Jianchao said that it is conservatively estimated that a domestic fabric manufacturer provides Zara with more than 10000 free samples every year.

Interestingly, although low-end "imported products" are expensive in China, consumers and shopping malls are more attracted to these brands. Leaving aside consumers' preference for buying "foreign brands", Li Jianchao told reporters that, like the newly opened complexes in recent years, they are always willing to leave the floor with the largest area and the best location to these "fast fashion" or "foreign brands" without charging rent.

In addition, according to a manager of a domestic men's wear brand, domestic brands are actually "besieged from all sides" in the domestic market. Sometimes, "foreign brands" can not participate in shopping mall activities, but they require domestic brands to participate.