European Fashion Brands Are Left Behind "Made In China" &Nbsp, And Their Production Business Is Moving Westward.

As China moves to the upstream of the industrial value chain, many fashion brands are exploring suitable suppliers around the mainland, and many Western European countries are becoming new fashion manufacturing centers.

The cost of purchasing from China is on the rise, but it is still cheap, so the fashion brand decides to change to "made in Morocco" or "made in Moldova", not entirely at cost considerations.

Rapidly changing consumer behavior is Latest fashion The main driving force of industry demand. Companies in the industry need to be flexible so that they can survive in the competition of strong competitors such as Inditex (ITX.MC: quotas) Zara. Zara can launch a fashion show similar to T in just a few weeks. At present, 60% of its products are produced in Europe or around the world.

Italy underwear brand La Perla designer Bianchi (Giovanni Bianchi) told Reuters: "the cost of producing garments in Turkey and Tunisia is higher than that in China, of course, but considering the salary increase in China, the cost is not much higher, and Turkey and Tunisia are much closer to Italy, which is more convenient for us and better quality control."

At the end of last year, the brand has already turned its Volkswagen brand Studio La Perla production line from China Moved to Turkey and Tunisia and moved pajamas from China to Portugal.

The brand estimates that if the same work is to be done, if the labor cost of 10 euros is required in China, then 15-16 euros will be required in Tunisia or Turkey, so in this regard, the manufacturing cost in China is still the lowest.

But this is changing gradually.

Over the past five years, China's national wage index has risen by an average of 15% per year. The Institut Francais de la Mode estimated that the monthly salary of China's coastal areas rose from 240 euros in 2005 to 400 euros last year, while Tunisia's monthly salary is 160 euros, while Morocco and Moldova are 152 euros and 200 euros respectively.

In addition, the conditions imposed by Chinese factories are more stringent, which makes fashion companies have to think twice when considering whether to cooperate with China.

French fashion brand Jean Charles Decastelbajak (Jean-Charles de Castelbajac), Barbara Bui (BBUI.PA: quotes) and IgG (Etam) (TAM.PA: quotes) have recently moved part of their production to closer to the mainland.

These brands indicate that Chinese manufacturers are constantly putting pressure on them. Order The scale is too large, which may lead to a backlog of goods, resulting in a discount sale, thereby damaging the brand image.

Jean Charles recently moved overseas production to Hungary, and its production leader, Celine Lopes, said: "the cost performance made in China is no longer satisfying to us." Mr. Lopez said.

Barbara Bui moved its production to Hungary, Bulgaria, Romania and Turkey in 2010. Lagarde, deputy executive director of Jean-Michel Lagarde, said: "the distance and language barriers made in China make it difficult for us to keep good quality."

"We are more likely to act in our way when working with producers in southern and Eastern Europe."