Fast Fashion Brands Can't Escape Quality, Life And Death.

Recently, the Shanghai Quality Supervision Bureau has produced and sold Shanghai. Casual Wear Spot checks of product quality found that many fast fashion brands appeared on the "black list" of substandard products. Reporters found through combing that this is not the first time that fast fashion brands have boarded quality checks and spot checks, many of them are regular customers.

Spot check

Many brands repeatedly boarded the "black list" to escape the quality of life and death.

On the official website of Shanghai Quality Supervision Bureau, reporters saw 60 batch of casual clothing products. The spot checks included fiber content, formaldehyde content, pH value and so on. Spot checks showed that there were 8 batches of casual clothing products failed, of which three consumers are familiar with the fast fashion brand. GAP is a woman's jeans, which has the color fastness to perspiration, water fastness and unfastness to washing fastness. UNIQLO's straight body jeans are labeled as water washing products, but there is a problem of color fastness to perspiration and unfastness to water color fastness. The last one is the problem that H&M's casual wear is not qualified.

Combing reporters found that this is not the first fast fashion brand "black list", as early as in 2014, one of the most prominent point is that fast fashion brands do not qualifying high. Among the 396 imported garments with unqualified quality and safety, among the top 5 brands with the highest number of unqualified batches, 4 were fast fashion brands, namely, FOREVER21, ZARA, H&M and MANGO. The number of unqualified ones was 107, accounting for 27.02% of all the unqualified ones.

According to the data released by the AQSIQ in May 31, 2013, from January 2013 to May, a total of 146 batches of 109 thousand and 800 imported children's products were found in China, including GAP, ZARA and other fast fashion brands. During the same period, the Beijing Consumers Association purchased 82 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 washout size change rate.

By 2014, the results of the 70 fast fashion clothes released by China Consumers Association were 64%. ZARA was named twice by the regulatory authorities due to its color fastness which did not meet the national standard and the fiber content was unqualified. At that time, this is the fifteenth time that ZARA has stepped into the "black list" since its entry into China in 2006. In recent years, H&M has been exposed to quality scandals for many times due to its unqualified pH value, color fastness, fiber content and product identification.

find

The price of fast is the chain of quality.

It is reported that Fast fashion It is required to break the original order system, and the 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 will be designed and produced in a few weeks, and will be distributed to the terminal sales level, and keep up with the fashion trend and parity. But the fast price is the quality of products.

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 12 times, and other top ranking garment enterprises can only achieve 3-4 times, while most domestic garment enterprises are 0.8-1.2 times.

It is the advantage of fast fashion to take a low price fashion and be loved by consumers. However, the quality of products has been questioned repeatedly, so it has to attract people's attention. Among them, poor fabric and rough workmanship are the bruising of these brand products. In addition, most of the fast fashion brands are colorful, and in the process of fabric dyeing, due to the short time, color fastness, pH value, formaldehyde content and other issues will slowly emerge.

Analysis

Pursuit of quick detection, open eyes and closed eyes

According to industry sources, clothing testing generally 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 stand on the shelves, so the factory's quality control staff often "keep one eye open."

Analysts believe that for fast fashion brands, in the long run, in pursuit of speed and neglect of product quality, this approach is very unfavorable for the development of enterprises. Fast fashion brands should grasp the balance between speed and quality in the development process, and truly establish a good brand image. The fashion of quality assurance can withstand the test of the market before it can be recognized by consumers.

Ms. Chen, a Beijing consumer, told reporters that several times she bought clothes at ZARA brand store. At first, she thought the style was good, but ignored its quality. After washing it, it did not fade or shrink. Sometimes it could not even be worn for two times. Presumably many consumers have encountered similar problems with Ms. Chen. They seem to have been accustomed to the quality problems of fast fashion brands such as ZARA and H&M.

Because clothing safety issues will not be exposed in the short term, consumers are generally right. Clothing products The degree of harmfulness of safety, hygiene and environmental protection projects is insufficient, especially the target customers of fast fashion brands are more sensitive to price. To this end, the industry experts suggest that people buy clothing products, especially fast fashion brands, to choose carefully, not only to look at brands and styles, nor to superstitious foreign production, but also to pay attention to the quality of products, bear in mind the concept of "safety is higher than fashion".

In addition, the industry reminds consumers that when buying fast fashion clothes, they should keep good shopping vouchers such as shopping tickets and shopping invoices. If there are quality problems, they can carry out "Three Guarantees" rights protection. First of all, we should choose to consult with shops and branding. Unresolved complaints can be made according to the principles accepted by consumers' associations, and consumers' complaints should be submitted to written materials or detailed oral dictation given by consumers' signature and seal.