Big Brand Low Level Mistake: Double Standard

"This brand is also not qualified?" in Beijing Chaoyang District Sun Palace Kade Mall, the reporter took the industry and Commerce Department nearly 20 circulation field clothing quality monitoring results to ask consumers, many consumers were very surprised. Well known quality has always been a secret recipe for famous brands to stand out and attract consumers. However, in recent years, famous brands have been among the top quality brands. In the unqualified list, Givenchy et al. Big brands It looks particularly dazzling.

There are endless mistakes.

Color fastness, also known as clothing, is a routine testing item in the internal quality testing of textiles. Dye molecules and heavy metal ions of unqualified products may be harmful to human health through skin absorption by human body, other clothing that is worn on them or stained with other clothes when washing with other clothes. Fiber content is an important index reflecting the quality of clothing products. Product logo can help consumers understand the basic information of clothing quality. These indicators are simple but important, and they are strictly controlled in the national basic safety technical specification for textile products. Faced with these basic requirements, big brands are frequently in trouble.

The reporter inquired about the clothing of Beijing industrial and commercial bureau since 2009. quality Monitoring results, sampling unqualified brands, Givenchy, Hugo Boss, Max&Co, ZARA, UNIQLO and other well-known brands are in the list. In July this year, a woman in Shandong bought Giorgio Armani (Armani) shirt in the mall, and it had not been worn.

Relevant data show that GAP, Forever21, PORTS (baozi), Givenchy (Givenchy), Muji, ZARA, H&M, Hugo Boss, Max&Co, Massimo Dutti and other well-known brands all have color fastness problems. The problems are mainly concentrated on 4 aspects: alkali fastness, color fastness to moisture, color fastness to dry friction, acid fastness to perspiration. Among the well-known brands that were queried by reporters, 12 brands were not qualified for color fastness, and 2 brands (Forever 21, H&M) had unqualified fiber content. Polo Ralph Lauren (Ralph Lauren) had a baby woven suit jacket which was judged unqualified because of unclear product usage. GAP jeans and H&M ladies casual pants, and Fendi lady sweater show pH value is not up to standard. In addition, Golf, Maxmara, Bloomsbury, Versace, PennyBlack and other large brands of clothing have been detected insufficient fiber content, pH value is not up to standard and other issues.

Double standards at home and abroad

Zhu Qinghua, a researcher at CIC's light industry, said that the reasons for similar low-level mistakes can be attributed to two levels: due to the use of subcontract production, the supervision and management system of some big brands is not strict; there are loopholes in relevant laws and regulations, and there is no way to monitor and cover products in the market.

Xu Jing, Deputy Secretary General of the China International Trade Association of the Ministry of Commerce and director of the international brand management center, believes that the main reasons for the problems are the well-known brands, especially the well-known brands abroad, which are implemented outside China and China. Market related standards and quality of internal control of enterprises standard It also makes it different in China's market.

A garment industry insider who did not want to be named has the same opinion with Xu Jing. There is a secret which is not a secret in big brand clothing sold in China, that is, "watching the dishes".

"The illusion of a famous brand is also one aspect." Xu Jing said that for many years, the production and sale of famous brands, especially foreign brands in the Chinese market, did not worry about sales, which made the brand form a thinking inertia. No matter what products they produced, Chinese consumers would pay the bills, and the following problems were ignored.

Once a brand has problems, it will have a malignant effect on the brand image. Although many famous fast fashion brands such as H&M and ZARA have been exposed to quality problems, their brand influence is still strong. Some famous brands with high location and higher price will have quality problems, which will cause a lot of shock. "Can't a big deal be believed?" a consumer asked this question in Xidan Jun Tai Department store, Beijing.

When consumers are not clear and unable to judge, Xu Ning believes that the intervention of the third party institutions is necessary. "Through the promotion of procurement standards, to help consumers understand. Product quality involves a wide range, from fabric to processing and then to the factory, consumers can not clearly distinguish, third party guidance is very important. Xu Ning said. At present, the relevant research centers and functional departments have begun to formulate relevant standards, guiding consumers from the perspective of the third party, thereby leading producers to pay more attention to quality.