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Fast Fashion Brand Is No Longer OEM Quality.

2014/8/8 17:08:00 70

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as the global giant of "fast fashion vane", ZARA, H&M, GAP and other brands have been repeatedly trapped in quality doors in China for years. They are frequent customers on the blacklist of the industrial and commercial and quality inspection departments.

According to incomplete statistics from reporters, ZARA has been at least 15 quality blacklists since its entry into China in 2006, and it has been named twice in March this year.

March 12th, the official website of Jilin Provincial Bureau of Commerce and industry announced the quality inspection of woollen clothing products in circulation field. Among them, the commercial fiber content of ZARA Plush sweater produced by the name SA La Commerce (Beijing) Co., Ltd. was unqualified.

The indication of fiber content is the most direct way to convey product ingredients to consumers. Incorrect labeling of fiber content will affect the washing and maintenance of clothing after use.

in March 5th, on the website of the China Consumers Association, the results of the comparative test of clothing quality, mineral water and wet towel quality were released by the Shenyang Consumers Association. The results showed that 4 garment samples were not up to the standard. < a href= "http://sjfzxm.com/news/index_p.asp" > ZARA < /a > jeans were not famous for their fastness.

Consumer Association pointed out that color fastness is a national mandatory standard.

If the color fastness is not qualified, it is easy to stain when mixed with other clothes, and most of the fashion brands are colorful. In the process of fabric dyeing, due to the short time, color, stain, stitching and dyeing are highlighted.

In this comparative test, the ZARA jeans produced by the name SA La Commerce (Beijing) Co., Ltd., the color fastness index does not meet the national standard.

In November last year, ZARA was criticized by China Consumers Association for its excessive pH value and unqualified color fastness.

In addition, H&M has also been exposed to quality scandals in recent years due to its unqualified pH value, color fastness, fiber content and product identification.

over the past few days, journalists have repeatedly called the ZARA headquarters in Shanghai on the names of the products and the reasons for their unqualified quality. However, they have not been able to call the telephone to get interviews.

According to the reporter, in the face of every quality incident, ZARA's consistent strategy always chooses silence and gives few opinions on products with quality problems.

analysts pointed out to reporters: "because of the lack of competition among local brands, ZARA has no competitors in China at present. The popularity of Chinese consumers has made it extremely" arrogant "and has gone all the way according to its own standards. Chinese consumers' consumption psychology wants to buy large brands abroad at a low price. Therefore, quality problems are often ignored. This is why ZARA is repeatedly on the black list, but consumers' enthusiasm is not affected at all.

reporter understands that ZARA is the world's largest apparel retailer, a sub brand of Spain INDITEX group, which contributes substantially to its parent company every year. Although the ZARA brand stores account for only 1/3 of all the branches of INDITEX, its sales account for about 70% of the total sales of the group.

"you can imagine that the fashion that first appeared in Paris fashion week yesterday can be hung in ZARA store on the same day for second days, which is absolutely tempting for many fashionable young people."

The above remarks are enough to summarize the ZARA's continuing popularity.

industry insiders point out that the strong expansion of ZARA is due to its strong supply chain advantages.

Data show that the ZARA supply chain cycle takes an average of only 10-15 days, and H&M takes about 20 days, while most of the a href= "http://sjfzxm.com/news/index_p.asp" > clothing < /a > enterprises need 6-9 months or even longer; ZARA annual inventory turnover reaches 12 times, and other run apparel enterprises can only achieve 3-4 times, while most domestic garment enterprises are 0.8-1.2 times.

Less than P, however, it is the "fast strategy" that is so proud that it leads to the genetic defects of such brands.

Reporters learned that ZARA mostly built factories in Europe and even owned their own fabric factories. But in Asia, it is impossible to set up factories in a short time. ZARA began to adopt OEM mode.

Xiong Xiaokun told reporters that based on the consideration of cost control, these brands have excluded high-quality and long life fabrics in the design stage.

Especially with the increasing cost of labor in China's foundries, these brands have to further reduce the cost of raw materials in order to maintain their low price positioning.

industry pointed out that fast fashion brands are most concerned about processing costs, and a batch of orders often choose several Chinese factories to allow Chinese enterprises to compete to lower prices and lower prices.

Frequent replacement of fabric suppliers makes the quality of fast fashion more unstable.

Besides, brilliant colors are often the characteristics of "fast fashion" brand. In the process of fabric dyeing, the problems such as color fastness, pH value and formaldehyde content are often highlighted due to the short time.

a garment tester has told the media that clothing testing usually takes 3 to 5 days. If clothes fail, it will take 7 to 10 days for re inspection. For fast fashion companies, one day's delay may result in the product being unable to get on the shelves, so the factory's quality control staff will turn a blind eye.

in fact, in the past two or three years, when the clothing industry suffered a great chill, a fast fashion brand was quite eye-catching, and domestic sales had long been an important engine for the growth of these international fast fashion brands.

reporter found that the annual sales of H&M reached 146 billion 600 million, and sales in China amounted to about 6 billion 500 million yuan, up 23% from the same period last year, and the revenue in China accounted for 4.4% of the annual performance in the H&M financial year 2014.

At the same time, the total number of H&M stores in China is 205, ranking fourth, but in 2014, H&M opened 74 new stores in China, 3 stores, and the number of new stores was the highest in the world.

financial results show that in 2014, H&M will also open 375 new stores. The main consideration is the two largest countries in China and the United States.

In addition, Japan's fast fashion brand UNIQLO sales in China in fiscal 2014 jumped to 125 billion yen, or about 7 billion 575 million yuan.

According to the data of the world bank Richard's research department, as of June 2014, the number of four international fast fashion brands, UNIQLO, ZARA, H&M and C&A, had reached 523 in China, of which 207 were newly opened after 2012, accounting for 40% of the total number.

Judging from the total number of stores, China has already become the most important overseas market of major international fast fashion brands.

Less than P, but fierce competition and the slow layout of the two or three tier cities still bring worries to fast fashion brands.

ZARA parent company INDITEX group's previous performance report showed that its 2013 year growth was weak, and in June last year there was a rare large-scale inventory discounting action.

it is worth noting that compared with the overnight queuing of two or three years ago and the short sale of new products, the phenomenon that the relatively rational H&M fans are queuing up or scrambling for "yellow shirt" overnight seems to be gone forever. In November last year, the first time that the limited amount of H&M sold by designer Isabel Marant was cold in Beijing was a big example.

in addition, before the ZARA, < a href= "http://sjfzxm.com/news/index_p.asp" > H&M < /a > and other rising stars, has entered the Chinese market for ten years MANGO, last year in Shanghai, Nanjing and other places frequently heard the news of closed shop, also seems to become a warning sign of the expansion of the era after the fast fashion.