Consumption Is Clear: Armani's "Pilling" Clothing Refuses To Return Goods, Experts Say The Brand Does Not Pay Much Attention.

The expensive brand of luxury clothing is not only of quality but also disappointing after sale.

In July 30th, when the Consumers Association of Beijing announced that Giorgio Armani, KENZO, ONLY and other famous brand clothes were not up to standard, the Beijing commercial daily visited the Yansha ole shopping center and the joint health exchange of the shopping malls, and found that some of these commodities had been stopped in the store, but Armani salesmen refused to admit that the items detected by the consumer association were "quality pilling" and were not supported under normal circumstances.

In this regard, the industry believes that luxury brands frequent quality problems, the main reason is not direct factors such as production links, fabrics, but because enterprises do not pay attention to, which is also affected by many factors such as product usage scenarios. In addition, most consumers are accustomed to the quality of luxury goods, which also contributes to the brand's "arrogance".

In visiting shopping malls and brands, most brands recognize quality problems and say that they can be redeemed within a certain period. But there are also international big names who refuse to return. Among them, the City Consumers Association announced the issue of 6XSB03 FW 16 Armani jacket there is pilling problem. In response, Giorgio Armani member of Yansha ole Shopping Center said that the product had not been sold in the store. However, in the light of the pilling of clothes, the staff in the shop did not show that they belonged to quality problems, and indicated that the problem was not refunded under normal circumstances, but the clothes could be brought into the shop for inspection before being processed.

According to public information, pilling is the phenomenon of ball forming in the course of wearing, which is entangled by various external forces such as friction and tension. It is a quality problem.

Also on the "quality blacklist" on the HUGO BOSS, KENZO, TRENDIANO and other brands, Beijing Business Daily reporter visited the store to investigate the relevant clothing, found that the above three brands of clothing are not sold in the store. Among them, TRENDIANO shop staff told reporters that pilling is a quality problem, if consumers in a month to shop for testing, can be returned to deal with. If more than one month, the store can help to contact the product department as appropriate.

In contrast, in this visit, Giorgio Armani, the highest priced black list brand, is the only brand that refuses to recognize that "pilling" is a quality issue.

Judging from the previous results of the Consumer Association's sampling, this is not the first time that Armani has had product quality problems. In 2016, some children's clothing was tested for pH value and formaldehyde content exceeding the standard. It did not meet the national standard "national textile product basic safety technical specification" (GB 18401-2010) pH value and formaldehyde content limit requirements. In 2018, the fabric content of Armani samples was 93% cashmere and 7% mulberry silk, but the test results showed that the fabric content of cashmere was only 80.3% and that of mulberry silk was 15.7%. In addition, 4% of wool was adulterate in the fabric of this sample.

Quality and quality are directly proportional to price, which is the traditional cognition of people's consumption of goods. However, the quality problems of luxury brands frequently appear, which is not the direct cause of production and processing and fabric selection. Experts believe that the core is not subjective.

Zhang Peiying, an Honorary Advisor to the China luxury Confederation, thinks that the quality of luxury goods is quite common, and many brands also "disdain" to change the status quo. This is determined by the brand positioning and use scenarios of luxury goods. For consumers who buy this product, luxury is more important for their beauty and brand value. From a practical point of view, luxury products do not even consider their "quality" in the production process. So its use scenario is the key. He believes that many consumers use such brands in business occasions. This scenario determines that the brand quality of luxury goods can not be compared with sports products or even ordinary commodities to a certain extent, but this kind of thinking is wrong.

"The brand does not take the quality issue seriously". For luxury goods, the brand takes design and aesthetics as the primary task, and the quality of products is placed in the second place. Therefore, the quality problems will arise. He said that both luxury brands and ordinary brands should put quality in the primary element of production, which is also a basic element that clothing brands should possess. The problem with these brands may be that the manufacturer or the authorized supplier is not adequately controlled, and the processing and management processes are not strict enough.