H&M Are Spoiled.

When ZARA, H& M, Levi "s" all these international brands are found to have problems, what will your reaction be? Buy or not buy? Buy, wear or not? Or, this is not a problem. The brand attitude is the problem after problems arise.

August 1st, Guangzhou industrial and commercial bureau released the two quarter of 2011 circulation leisure. Clothing Commodity The quality monitoring showed that the pass rate of the 100 products tested was 69%, including H & M, Levi 's, JN B Y, JESSIE, PLAY BO Y, and PLAY, and so on. Many famous brands of casual wear were found to be unqualified, involving a number of famous shopping malls in Guangzhou. After a reporter's investigation, it was found that the goods with brand problems were already on the shelf, and those who had bought the problem items could be returned. It is also understood that the quality problem of brand clothing is not the first problem, but it has no impact on sales. For consumers, fame and style are more important than quality.

　　 Market

problem Goods Lower shelf handling

Tianhe related responsible person said that after receiving the quality inspection notice of the Guangzhou industry and Commerce Bureau, they immediately urged the relevant brands to take the shelves of the problem products out, and Wangfujing department store and Mei Dong department store made the same statement. The reporters visited JN B Y, IV Y K K I, L A C C, and so on. The salesperson of IV Y K K I and JN BY told reporters that the Tianhe City special shop no longer had the type of merchandise on the quality inspection list. The salesperson of Levi s said directly that the company had locked the sale of the product and had not been able to buy it all over the country. The staff of L A C O ST E found out the problem jacket, but indicated that the company had informed them that they had made a withdrawal.

The situation in China Plaza is very similar. The L A C O ST E visited by reporters. Special counter It is said that the quality defects of clothes are no longer sold. Levi "s counters sales personnel said that in Guangzhou and even Guangdong has no relevant inventory. IV Y K K I, also known as the Pearl River New Town, has returned to the company in July.

　　 brand

Positive and responsible attitude

L A C O ST E quality inspection department responsible person told reporters that the relevant report of Guangzhou industrial and commercial bureau was released on the 27 th of May. After receiving the letter from Shanghai headquarters, in mid June, it had conveyed the notice to Guangzhou. In the shopping malls of other cities in the whole country, the same style and the same type of commodities that had problems had been gradually lowered. The person in charge of the JN B Y Hangzhou general office said that the clothing of the style and model that had problems in Guangzhou had been put down at the end of June, but because the style and type of goods had qualified quality inspection reports in Hangzhou, they still had sales in other cities. V eroM ODA also said that in June, after receiving the results of the May inspection by the industry and Commerce Bureau, Guangzhou had already disposed of the related products.

　 Problem goods can be returned.

The quality inspection department of L A C O ST E said that after purchasing the models and models that were found to be out of question, the consumers were able to provide replacement services when checking the quality problems caused by the unqualified indicators issued by the industry and Commerce Bureau. JN BY, head of Hangzhou general office, told reporters that when consumers asked why the model clothes were on the shelves, they would inform consumers of the fact that the quality inspection failed in Guangzhou, and consumers would also provide the daily replacement service of the commodity when the bill was complete. The staff of the V eroM ODA Guangzhou office also indicated that they would faithfully inform the consumers about the quality inspection and will meet all the replacement services required by quality problems.

　 expert

Failure is not equal to insecurity.

Huang Huajun, President of the first commercial network, said that when discussing the quality of brand clothing, we should distinguish whether the nature of the quality problems appearing in the products is a fatal factor. Another industry expert in Yangcheng further pointed out that quality inspection involves a lot of quality indicators, and an unqualified will be regarded as unqualified. When a big brand goes wrong, first of all, it is necessary to distinguish between the general quality indicators unqualified or toxic. The important safety items such as decomposable aromatic amine dyes and formaldehyde content will not be a problem as long as they are qualified. He also pointed out that there are some vague factors in the quality inspection standards. First of all, there is a contradiction between the various indicators. For example, the use of formaldehyde can ensure that clothes are ironing and not fade, but can cause cancer of the skin. Some brands, especially those using natural textiles, may lose a certain degree of color fastness in order to ensure the safety of this key indicator. Secondly, there may be some deviations in the quality standards of the same index both at home and abroad and even across the country, especially in the case of unqualified labels, often due to the size of the trademark, resulting in disqualification, rather than strict quality problems.

　 Besides quality, brand is more important than design concept.

Industry experts say that the quality of clothing is a universal problem. The whole industry chain of clothing is very long, and there are many links, including raw material production, textile, printing and dyeing, clothing production and so on. In this process, there are a large number of industrial raw materials used for insecticide and anticorrosion, so the quality problem is inevitable. Big brands are strictly controlled, key indicators are well controlled, and after-sales is trustworthy. This is the charm of brand surpassing quality.

Huang Huajun also said that in the post industrial era where capital accumulation still remains important, capitalists can reduce the cost and control the process. The flow shop is difficult to guarantee quality, but the brand besides quality is more important than its design concept. Although the quality problem is not guaranteed, it can not be magnified. We must realize that the brand is not equal to quality, but it contains all kinds of factors, such as management concept, design, technology, cultural details, historical precipitation and the universal values advocated. As long as the brand can correctly handle the quality problem and make up the homework on the service, it can maintain the status and dignity of the brand, and consumers can understand and support it. {page_break}

　　 The problem is still selling well, and label psychology is playing a trick.

When it comes to the quality problems of ZA R A, B U R BE R R Y and other international brands, and still does not reduce the phenomenon of buying desire, experts believe that this is a malformed and rational consumer psychological impact. Huang Huajun believes that because consumers do not know enough about the brand connotation, their brand consumption is often deformed, and they do not get rid of impetuous flaunting rich mentality. This is also evident in the selling of some imitation brands and Shanzhai editions. He thinks that when Chinese pursue brand consumption, it is necessary to improve their cultural accomplishment and understand the concept of brand. In this way, the brand is not only a sign of identity luxury, but rather a sense of taste, lifestyle and a sense of universal value.

　 Consumer

Or trusted brand?

Miss Li, a salesperson of a special brand in Tianhe City, said that the problem of commodity quality is not limited to brand names. Other non brand goods are more quality problems. Most brands can provide more detailed and humanized later stage returns processing after they have problems, so buying clothes will give priority to brands later.

　　 Consider buying fewer brands of problems.

Retired Wang told reporters that after seeing the report will affect her confidence in the problem of brand. In the future, when buying clothes of the same type or style, they may try to choose something with similar brand names but not branded problems.

　　 It doesn't matter if you wear it as long as you don't kill it.

Xiao Chen, a senior student at Jinan University, believes that the quality of clothing that is now emerging is a small problem compared with food safety and other traffic safety problems. No serious consequences such as lethal will be produced. It is simply not worth overly concerned. Therefore, the quality inspection results in this respect will not affect his consumption plan.

　　 remind

Consumption should be more rational

Industry experts say there is a rational element in the phenomenon that consumers ignore brand quality. First of all, it is difficult to avoid quality problems. The monitoring of big brands is relatively strict, and after-sales service is in place. Secondly, consumers attach importance to food and clothing. Clothing seldom appears large or even fatal. This makes consumers more concerned about the safety of food than clothing. Finally, he thinks that the rational level of consumers should be improved. They should know more about clothing expertise, know which chemical raw materials and indicators are really harmful, and at the same time master their own methods of use, such as buying jeans to soak in order to reduce harmful grading, so that clothing safety can be better guaranteed.