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"Fast Fashion" Radish Is Not Washed Mud?

2011/10/31 16:18:00 26

The picture shows the door of a H&M brand store in Beijing.

In recent years, with the penetration of H&M, ZARA and other brands to the domestic market, "fast fashion" is no longer unfamiliar to domestic consumers. It quickly grabbed the domestic market at a shocking speed and civilian price.

"Fast fashion" brands often experience quality embarrassment while they are enjoying prosperity on the surface.

According to statistics: as of this year, ZARA has been found to be out of standard for 3 consecutive years; at the same time, another "fast fashion" brand.

H&M

It's also a frequent visitor to the "black list".

Why do these brands abandon quality? What are the loopholes in the quality control of "fast fashion" supply chain? Why do consumers face a lack of enthusiasm in the face of quality problems? With these questions, reporters conducted interviews.

Win by "fast"

Baidu encyclopedia notes on "fast fashion": McFashion, like McDonald's fast.

consumer goods

Like selling fashion, it has the characteristics of fast updating, low price and keeping up with the trend.

These characteristics of fast fashion make it popular in the pformation of global consumption consciousness.

Generally speaking, ZARA will not be more than two weeks from design production to pportation shelves, and stores will update their goods every 3 to 4 days.

Other fast fashion brands are also improving the speed of flow from design to sales. The production cycle of H&M is 21 days, and the "Me&City" brand of Smith Barney takes about 25 days. The cycle of products from planning to distribution to stores is about 10 days.

"Today is the era of speed economy, and fierce market competition makes time value content continue to rise."

Du Yuzhou, President of the China clothing association, said: "fast fish eat slow fish become a prominent feature of survival of the fittest."

According to the brand value ranking of Millward Brown in 2009, H&M and ZARA stood at the top and third place in the apparel brand rankings respectively, with us $12 billion and US $8 billion 600 million.

And the "fast fashion" brand, the United States, also created a sales miracle of the domestic single leisure brand with a revenue of 7 billion 500 million yuan.

"Quality" and "quality" are worrying

A sharp contrast to the limitless sales performance is the quality problem of "fast fashion" brand.

August 1st this year, Guangzhou released the two quarter of 2011 circulation leisure.

Fashion dealer

Product quality monitoring showed that the qualified rate of the 100 sets of products tested was 69%, including H&M, Levi 's, VEROMODA and many other "fast fashion" brand casual wear was found to be unqualified.

In fact, "fast fashion" brand quality problem is not the first time, ZARA has been found for 3 consecutive years, the quality is not up to standard, H&M also repeatedly on the "black list".

Poor fabrics, rough workmanship, and many thread ends are embarrassments that "fast fashion" brands often encounter.

The fans of "fast fashion" brand argue that fish and bear's paws must not be mixed, because the quality of products must not be forced to go cheap.

Many "fast fashion" consumers are used to the quality problems of brands such as ZARA and H&M. By default, they wear thread threads for several times, and when jeans are washed for two times, they fade. - because in their eyes, "fast fashion" is "coming quickly." this dress has to catch up with the next fashion before long.

In addition, the "fast fashion" brand still has plagiarism design problems.

In Europe, ZARA pays tens of millions of euros to top brands every year, because most of their styles are copied, according to the media.

Supply chain out of control

"Fast" and "change" are the key words for "fast fashion" to win, and the success or failure of operations depends on the actual internal control ability of enterprises, especially the quality control of supply chain.

According to the introduction, ZARA and other brands are constantly upgrading their clothing brands and styles, and their shipments are also very unstable, resulting in the need to constantly replace suppliers.

However, frequent replacement of fabric suppliers is a taboo of garment enterprises. Only stable supply chain can ensure stable fabric quality.

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Wang Quangeng, vice president of Mei Bang company, said: "fabric is the focus of competition in the clothing industry. We must seize the fabric link, that is, we control the key links of 70% to 80% supply. These links include quality, cost, production and supply speed of orders, and so we must extend the value chain to the field of raw materials supply to enhance our competitiveness."

Besides, brilliant colors are often the characteristics of "fast fashion" brand. In the course of fabric dyeing, problems such as color fastness, pH value and formaldehyde content often appear due to the short time.

"Fast fashion" brand is easy to relax control over supply chain while seeking "fast".

But in any case, "quality" is the lifeline of the product. "Fast fashion" brand must establish a stable supplier system, not only to "fast" and "fashion", but also to ensure quality, so that the myth of "fast fashion" brand can continue.