What Is Behind The "Quality Gate" Of Luxury Goods? Brand Difference Between Main Line And Auxiliary Line

In the outlets of MAXMARA outlets in the outskirts of Losangeles, it is found that the down line coat of main line MAXMARA is still more than 8000 RMB yuan, while the sales of the sub line brand MAXMARAWEEKEND in the same store is only 2000 yuan RMB for the similar style down coat sweater. When buying, the salesperson does not specifically remind customers that the brand of the two is not the same.

In the event of the "3. 15" Party's exposure to the imported clothing quality gate, we noticed that many of the well-known clothing brands such as ARMANI's subsidiary line brand EMPORIOARMANI and GAP's OLDNAVY were listed in the light of color fastness, pH value, formaldehyde and azobenzene unqualified. The skin's direct contact with their clothes can cause itching, allergy, dermatitis and other reactions, and it is even more harmful to children whose immune system is not yet well developed.

Well, these international brand How big is the difference between the secondary line and the mainline product?

As early as 1981, GIORGIOARMANI established a subsidiary line brand EMPORIOARMANI. After that, a number of fashion brands launched the corresponding sub line. From then on, luxury goods are no longer expected. They generally use the reputation of the main line to provide more choices for consumers who are young and cannot buy the main line brand.

The price is close to the people, which means that a series of production costs such as fabric and labor must be lowered.

"Besides the main brand Giorgio Armani, Armani is mainly produced in Italy, and its subordinate line brands are produced in China, Southeast Asian countries and the three world countries. The production level is far from the first-line brand." Yang Dayun, President of UTA excellent international fashion management group, said in a media interview earlier.

Reporters learned that, apart from Armani, most of the luxury brand clothing accessory lines sold in China are produced by the mainland. The processing of OEM has saved production costs for these sub line brands. OEM The price difference between before and after can be more than ten times.

"Last year, the export value of clothing products in China was about US $180 billion, of which more than 80%, or even 90%, were the brands of foreign manufacturers who had been processing garments." A person in charge of the China Textile Import and Export Chamber of Commerce said that in recent years after the financial crisis, despite the fact that domestic garment companies are seeking transformation and trying to get rid of the dependence on processing, the share of garment processing industry is actually increasing.

"Despite the fact that we have received western European and American generation at present, Processing order Less, but last year, the proportion of processed clothing in the world increased from 33% to 37%, and the actual share is still increasing, mainly due to the low number of list, and the processing of brand clothing has not changed much. We mainly provide semi-finished products. The official said, "it can be said that the brand clothing currently bought in China is basically made in China."

According to the person in charge, the biggest problem of domestic garment enterprises is brand building. According to him, there are about 500 enterprises engaged in brand clothing management, but not many of them are doing well. "There are only dozens of enterprises that really go out. Most of them are domestic businesses, such as Metersbonwe and Jin Ba, because they can't sell prices abroad."