How Big Is The Difference Between The Secondary Line Of International Brand And The Main Line Product?

Reporters found in the outlets of MAXMARA outlets in the outskirts of Losangeles, the main line MAXMARA's down coat is still over 8000 RMB yuan, while the sales of the sub line brand MAXMARAWEEKEND similar style down coat sweater is only 2000 yuan RMB. When buying, salesmen do 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.

Then, how big is the difference between these international brands and the main line products?

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.

"Armani, besides the main brand, George. Armani Mainly in Italy's domestic production, its subordinate line brands are produced in China, Southeast Asian countries and the three world countries, and the production level is far from that of the first line brands. 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 cards saves the production cost for these sub line brands. It is understood that the same products are available before and after the OEM. Price The difference can be more than ten times.

"Last year China Clothing products The export value is about $180 billion, of which more than 80%, or even 90%, are brand names for foreign garment manufacturers. A person in charge of the China Textile Import and Export Chamber of Commerce said in an interview with reporters that in recent years after the financial crisis, despite the fact that domestic garment enterprises are seeking transformation and trying to get rid of the dependence on processing, the share of garment processing industry is actually increasing.

"Although we have received less processing orders from Western European countries and the United States at present, the proportion of the total processed garment in the world increased from 33% to 37% last year, and the actual share is still increasing, mainly because of the low end of the 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 responsible person, the biggest problem of domestic garment enterprises is brand building. According to him, there are about 500 enterprises in China 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."