Fast Fashion Clothing Should Take Into Account "Fast" And "Quality".

According to the news released by the Greenpeace International Environmental Protection Agency on the front page of its official website in November 20, 2012, the organization found that some well-known international organizations. Fast fashion Brand clothing used a variety of toxic and harmful substances in the production process, including nonylphenol polyoxyethylene ether (NPE).

These toxic and harmful substances remain in products, which pose a threat to the environment and human health. The responsible person of the Greenpeace pollution control project said that many bright and fashionable fashion clothes actually contain pollutants. Consumers will not only threaten their health after buying, but also pollute the water sources of clothing producing countries.

Time value Winter clothes At the time of listing, the fast fashion brands are competing fiercely in the market in order to get more profits. Although the announcement of the news has aroused widespread concern among domestic consumers, the fast fashion brand has been slow to respond.

At present, whether the findings of Greenpeace's release are objectively true remains to be verified by the relevant authorities. However, it is an indisputable fact that fast fashion clothes are constantly producing quality problems.

Reporters rough statistics found that a fast fashion clothing brand has been repeatedly exposed by law enforcement departments such as Shanghai, Chongqing and Ji'nan this year. Its quality problems include color fastness to rubbing, unqualified color fastness to perspiration, and deviation of fiber net content marking exceeding national standards.

It is understood that a well-known fast fashion clothing brand has even boarded the quality blacklist for two consecutive years. The problem is that clothes are not qualified, the color fastness is not up to standard, the pH value is not up to standard, and the fiber content is not worthy of the name.

Despite the frequent problems of many fast fashion fashion brands, their momentum in the domestic market is still strong. Fast fashion has sprung up in busy neighborhoods of Beijing, Shanghai, Chongqing and other cities. Clothing brand At the same time, the number of fast fashion clothing stores in other parts of the country showed a sharp increase.

According to a survey, the total sales of clothing in China increased by 27.33% in 2011, while the sales of fast fashion brands increased by nearly 50%. With the global financial crisis and the slowdown of economic growth all over the world, the price advantage of fast fashion clothing just caters to the demand of many young consumers who pursue fashion and earn little.

In the face of increasing market demand, some fast fashion clothes begin to compress clothing production and sales cycle in order to get faster. The result of this approach is the neglect of the internal quality control links, the poor quality of the fabric and the rough workmanship, which directly affects the trust of consumers to the brand, and poses a fatal hidden danger to the development of the brand itself.

The industry believes that for fast fashion clothing brands, in the rapid expansion of the development period, how to take into account the "fast" and "quality" is a key issue that can not be ignored. If brand companies ignore the quality problems that have emerged, consumers will no doubt turn to brand clothing with better quality, more durable and high brand credibility.

By then, the development path of fast fashion clothing brands will be narrower and narrower. The bright image that they originally created in the minds of consumers will fade away.