The Dilemma And Choice Of American Apparel Industry

In the past 20 years, the United States

The trend of lower prices has ended and the price has been raised since 2011.

In view of the fact that fiber prices are 25 to 30 percentage points higher than 10 years ago, retailers and brands in the United States choose to raise prices in a bid to balance the pressure of rising costs and squeezing profit margins.

The consumer price index shows that American clothing prices have risen by 5.6% since the beginning of 2011.

Many consumers have noticed changes in the quality of clothing. At the same time, because of the economic downturn, the retail price of clothing can not be further improved.

Retailers had to return to the school season in September and sell prices on holidays in December.

It is not good for the whole garment industry to reduce the quality of clothing to maintain the profit margin, but this situation still extends to April 2012.

A balance between quality and price

The Cotton Corp lifestyle survey (LifestyleMonitorSurvey) shows that quality and price have always been important to American consumers.

92% of consumers believe that prices are very important when they decide to buy clothes, while 91% think quality is important.

20 years ago, the vast majority of American consumers were willing to pay higher quality clothing.

Instead of quality because of low prices.

However, with the increasing number of parity stores and various retail channels, such as the popularity of high street fashion, the percentage of consumers willing to pay higher prices for quality is decreasing.

Over the past few years, the percentage of consumers willing to sacrifice part of their quality for low prices has exceeded the percentage of consumers willing to pay higher prices for quality.

At present, consumers have formed a balance between quality and price. On the one hand, retailers and brands do not blindly reduce clothing prices; on the other hand, consumers can choose different grades of clothing through different retail channels.

American consumers clearly noticed changes in the quality of clothing in the retail market. 69% of consumers said that clothing prices rose in 2011 compared with 2010.

At the same time, 73% of consumers said that clothing was not as durable as before; 60% of consumers also said that clothing material was thinner than before; 41% of consumers thought that the quality of clothing was declining.

The change in clothing quality that consumers notice at the retail level is directly related to their definition of "quality".

Consumers believe that high quality clothing is "durable or wearable" (58%), "made of high quality, tough and tough fabrics" (23%), "excellent workmanship" (12%) and "good price performance" (11%).

Over the past few years, the definition of quality clothing has never changed.

However, smart consumers find fewer and fewer quality clothing choices, causing many consumers to think they pay higher prices and get the costumes.

But worse.