Fast Fashion Brands Pursue Quality Costs Behind "Fast"

After this year's new winter clothes are listed, the major fashion categories are clothing The competition between brands is more intense than ever, and promotions depreciate one after another. But in the two days, the media broke the news and said, "in the process of quality inspection, some production plants only qualifying part of H&M. cloth If you take it for inspection, a large number of substandard products will flow into the market. " Such a judgement is not groundless, because in recent years Clothes & Accessories In the product sampling report, you can often see the "black list" of fast fashion brands, including ZARA C&A, GAP and so on. Because of this, I believe that the fast fashion brand can slow down a bit faster and avoid "haste, less speed".

　　 Fast fashion Why is it popular? It only relies on two characteristics, one is many styles, and the other is fast updating; the two is high cost performance. This result is based on the perfect production supply chain, including strong. Designer The team can give the new product plan in the shortest time, and the suppliers who are over the world can complete the production and perfect logistics system in the shortest time, and deliver the products to the terminal in the shortest time. Besides, global sourcing guarantees the quality of fast fashion products. It is easy to find names of other countries such as Asia and Africa by opening up the labels of fast fashion brands in the market. It can be said that the rapid response to the market and the global production and marketing network have made fast fashion.

However, the advantage of fast fashion is not enough to guarantee the quality of the product 100%. According to a person engaged in Spin Testing professionals revealed that the testing cycle of clothing products usually ranged from 3 to 5 days. If a certain indicator failed to be retested, it would take 7 to 10 days. For fast fashion, do not say that 7 to 10 days is a "waiting period", or even one night at night, and may lose the opportunity to occupy the market heights. Therefore, to see the specific situation of fast fashion brands in the "black list", we will find that the quality problems are concentrated on the basic characteristics of raw materials such as fiber content, color fastness, pH value and so on, but from the complaints of consumers, they are very dissatisfied with the rough workmanship of fast fashion products. It is regrettable that some fast fashion brands are holding a blind eye to these "soft edges". They rather sacrifice quality than sacrifice speed.

I feel that the struggle before this market "Fast" may still be the most important factor, but with the increasing popularity of fast fashion brands, the "price war" is becoming more and more intense. The core factor of quality "cost performance" is becoming more and more important. Under such circumstances, fast fashion brands should slow down moderately. Not long ago, listening to the local fast fashion brand fan Ke Cheng said that in order to avoid the uneven quality of products, this year, the company has streamlined and optimized suppliers, set up a new quality inspection process, and set up the third party quality inspection center inside the company. From a practical perspective, streamlining suppliers and increasing internal testing links will extend the shelf time of products, but the result is that consumers' appreciation of product quality has improved significantly.

In fact, speed and speed are not irreconcilable contradictions. For fast fashion brands, it is better to divide speed into two parts: in design, the sooner the better, the forward trend design can provide more production and logistics distribution time for brands, but in quality control, we should strictly observe the testing process, slow down, but leave the testing time for fashion. Because only the fashion with quality assurance can withstand the test of the market and get the recognition of consumers.