The Quality Of Pink Underwear Is Worrying.

Last year in China market Victoria s Secret, the world's first underwear brand, is now in a quality crisis. 　　

　 Under the aura of "the world's first underwear brand", the problem is how to strengthen the management of product quality.

In the view of analysts, if the brand can not effectively deal with product quality problems, the "fade" will not only be the one or two product, but also the brand's image in the minds of consumers.

The underwear is also fading.

Some consumers who do not want to be named told the Beijing Commercial Daily that she had bought a new front buckle underwear in the flagship store of the central government in the central government of the Ming Dynasty. In the absence of washing, when the underwear was worn for the second time, there was a problem of color loss on the front buckle. Reporters at the store saw that the underwear style of the consumer is still being sold, and its origin is Sri Lanka, which sells for more than 500 yuan and belongs to the mid-range in the price of the underwear products. When a reporter asked whether a salesperson had a problem with consumers' reflection of metal buttons, the salesperson said that no consumer at present reflected the problem.

This is not the first time that it has been exposed to quality problems. As early as 2008, consumers were allergic to symptoms of wearing underwear for a long time and brought the brand to court. Since then, a large number of imported garments, which were destroyed by the Shanghai entry exit inspection and Quarantine Bureau in 2017, have also involved the brand. The reason is that a number of underpants products were sent to the Chinese market, and the origin of the underwear was also Sri Lanka.

Because there are many product quality problems. Underwear Some consumers have been labeled as "worrying quality". Reporters searched for keyword "Wei" on micro-blog, many of them made comments on "clothes difficult to wear" and "quality worrying". Another micro-blog netizen wrote that he bought a black gold powder with a density. skirt The flashing powder on the clothes is shedding seriously.

It is reported that clothing products fade mainly because the color fastness of products is not up to standard. Public information shows that color fastness is a safety index required by the national basic safety technical specification for textile products. It refers to the degree of fading in the process of dyeing or printing fabrics subjected to external factors in use or processing, and is an important indicator of fabric.

Brand aura is difficult to conceal quality.

The end of last year was the hottest year for China to enter the Chinese market. Not only at the end of November, however, the "Wei Mei Xiu", which was held in Shanghai, made the eyes of consumers, and then the fourth flagship stores in China, which were set up in Beijing, also attracted much attention. It is reported that since the opening of its first store in China in 2015, there have been more than 30 stores for beauty and accessories in China and four flagship stores. It is such a brand of concern, product quality problems will undoubtedly damage the brand image.

In fact, there is something to be noted about the after-sales service of the company. The consumers mentioned that they contacted the store's salesmen after they found problems, and the salesmen had a good service attitude. After knowing the problem, they had already received a refund, and indicated that although they did not know what caused the fading, they would reflect the problem to the head office for the first time, and inspect the goods as soon as possible.

The replacement service is good, but the root cause of the product quality problem is always difficult to answer. To this end, the Beijing Commercial Daily reporter contacted the L Brands of the parent company, the company official said, this is the first time such complaints have been received by the enterprise. At the same time, the responsible person said that the company attaches great importance to product quality problems, and will further investigate the reasons leading to the product being out of order.

As for the issue of how to consider the product standards in the production of the underwear, L Brands said that the company guarantees that the products of the secret products reach or exceed the safety requirements of all the products made by the government at the place of sale. The final product will also undergo safety tests to ensure that it meets the regulatory requirements of various sales markets and the internal standards of Viktor.

Sticky quality assurance

Underwear products are closely related to clothing quality. The quality of products is directly related to the health of consumers. If the problem of product quality has not been able to find roots, the psychological expectation of consumers will gradually decline. Zhou Ting, President of the co founders and the Institute of wealth quality research, believes that the quality and safety problems of the underwear products will directly affect the consumer's trust in the brand. The product marketing of Wei Ming has won the fashion show. However, the over marketing of fashion show has also led to a disconnect between the fashion show audience and the consumer group.

As for the impact of repeated quality problems, Zhou Ting said that underwear is directly related to women's skin. Quality and safety are the most basic prerequisite for underwear wear and the most important concern of consumers. As Chinese consumers pay more attention to product quality and service, the quality and safety problems of the products will be greatly reduced. Chinese consumers lack loyalty to brands, and if they fail to establish brand trust in the early stage of entering the Chinese market, they will lose the stickiness between consumers and brands, which will be a huge loss to the brand.

According to one correlation cloth Professional researchers say that the reason why the metal buttons of the body clothes are discolored may be that the metal shows a golden membrane. As the weather gets hotter, sweat and body friction can lead to coloration. Although the passing rate of women's underwear products has increased year by year, fibre Unqualified ingredient and color fastness are the main phenomena in underwear products. At the same time, serious problems of product safety, such as formaldehyde and chromatic phenol, happen occasionally, requiring consumers to pay more attention.