Fast Fashion: Problem Products Have Been Exposed.

The so-called "fast fashion" is also known as "the fashion of the masses", that is, "the time of loading goods is fast."

The most representative brands include UNIQLU, H&M, ZARA, Muji (MUJI), GAP, MANGO, C&A, U&R, New Look and Forever21.

Because "fast fashion" requires breaking the original order system, brand enterprises need to adopt the "distribution system", that is, in the shortest period of time, according to the change of the fashion trend, the products are usually designed and produced in a few weeks, and are distributed to the terminal sales level, and keep up with the current trend and parity. Therefore, the design, manufacturing and distribution capabilities of the clothing brand are also put forward higher requirements.

Taking ZARA as an example, the data show that the supply chain cycle of ZARA is only 10~15 days on average, and H&M takes about 20 days, while most garment enterprises need 6~9 months or even longer. ZARA has annual inventory turnover of about 12 times, and other top-ranking clothing enterprises can only reach 3~4 times, while most domestic garment enterprises are 0.8~1.2 times.

The competition of fast fashion in China is becoming increasingly fierce.

According to incomplete statistics, as of December 31, 2014, there were 11 new fast fashion brands including H&M including 264 new stores in China.

But its fast price is the constant drop of product quality.

In August 27th last year, AQSIQ held a regular press conference to announce monthly monitoring data. In the first half of 2014, the import clothing value of China's inspection and quarantine inspection was $2 billion 760 million, and the inspection and quarantine department seized 12305 cases of imported garments unqualified, with an amount of 47 million 667 thousand and 500 dollars.

Including safety, health, environmental protection and anti fraud projects.

The most prominent problem is that "fast fashion brands are unqualified."

Li Jing, director of the Information Office of the General Administration of quality supervision, inspection and quarantine, said: "among the 396 imported garments with unqualified quality and safety, 4 of the top 5 brands with the highest number of unqualified batches are fast fashion brands, namely, FOREVER21, ZARA, H&M and MANGO, and the number of unqualified ones reaches 107, accounting for 27.02% of all the unqualified ones."

The inspection of imported garments includes inspection of appearance and quality and safety. The main defects are fiber content, color fastness, pH value and Chinese identification label.

Last year, the 70 quick fashion announced by China Consumers Association

Compared with the test results, the pass rate is only 64%.

In March last year, ZARA was named twice by the regulatory authorities due to its color fastness which did not meet the national standard and fiber content was not qualified.

At that time, media statistics showed that this was the fifteenth time since ZARA entered China in 2006.

The quality scandal has also been exposed many times due to unqualified pH value, color fastness, fiber content and product identification.

According to the data released by the AQSIQ in May 31, 2013, 1 to May in 2013, a total of 146 batches of imported children's products were found in China, including 109 thousand and 800 brands, including GAP, ZARA and other fast fashion brands. During the same period, the Beijing Consumers Association purchased 31 children's wear test samples from 31 online shopping platforms and conducted comparative tests. The results showed that 31 children's clothing samples were unqualified, and the main problems included decomposed aromatic amine dyes exceeding the standard, unqualified color fastness, unqualified pH value, unqualified fiber content and unqualified size change rate.

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The fashion line is sacrificed first, but the quality of the product.

Poor fabric and rough workmanship are the bruising of these brand products.

In addition, most of the "fast fashion" brands are colorful, but in the process of fabric dyeing, due to the short time, color fastness, pH value, formaldehyde content and other issues are often highlighted.

"Today is the era of speed economy, and fierce market competition makes time value content continue to rise."

Du Yuzhou, President of China Fashion Association, said.

The speed of expansion of all fast fashion brands is alarming, but in prosperity, brand development is also a crisis.