Fast Fashion "Cold Winter Mode" Is Becoming More And More Intense. The Return Of "Quality Is King"?

The "winter mode" of fast fashion brands seems to be getting stronger and stronger.

According to the official website of the State Administration of market supervision, recently, GAP Cape (Shanghai) Commercial Co., Ltd. submitted a recall plan to the General Administration of market supervision to recall some of its imported GAP infant T-shirts. The main problem is that the contents of these T-shirts are two, two.

This incident has once again raised concerns about the quality of fast fashion brands. In fact, as one of the most famous fast fashion brands in the world, GAP has repeatedly been on the quality blacklist. Last year, there were at least 2 times that the number of clothes imported into the country was not qualified, the dry color fastness was not qualified, the color fastness to wet rubbing was not up to standard, and the color fastness to saliva was not qualified.

In fact, it is not just GAP, but the quality of "rollover" has almost become the common fault of this kind of foreign brand. It is not only when, but these fast fashion, which has made Chinese consumers scramble for a large market with high performance price ratio, has become a synonym for "fast updating, many styles, but poor quality". With the upgrading of consumption and the fierce competition, the disadvantages that it exposes is constantly consuming consumer confidence.

The most direct manifestation of this trend is that in the past two years, international fast fashion has frequently encountered "Waterloo" in the Chinese market. Nearly 30 years old American brand Forever 21 has withdrawn from the Chinese market and then declared bankruptcy. Far from the famous British brands New Look, Topshop and so on, they have withdrawn from the Greater China region. La Natsu Bell is seeking to protect herself on a large scale, while Zara and H&M are still "struggling" and "innovating", but it is still difficult to restore the declining trend of business.

Objectively speaking, the reasons for the upsurge of international fast fashion brands in China's market are manifold. On the one hand, the changes in business form, electricity supplier impact, aesthetic diversity and consumption diversion are all the profound reasons for the transformation of the catalytic industry; on the other hand, the fast fashion brands in China are rapidly rising. Quality, style, price positioning and marketing methods have not lost to international brands, and are more suitable for the taste of Chinese people, and also impacting these "foreign monks".

But no matter how many factors are behind, the quality is always the bottom line of the product. The era of winning by quantity and winning quickly is over. Those poor quality products that can only be worn for one season will be abandoned.

If these international fast fashion brands are still not aware of this, then more dazzling "crossover" and "joint name" is just a bustle, a flash in the pan, and can not fundamentally solve the problem. If we continue, there will be more "FOREVER21" eliminated by the Chinese market in this industry's big shuffle.