"Fast Fashion" Causes ZARA To Fall Into "Quality Gate" Repeatedly.

Because it was discovered for three years in a row. Quality is not up to standard ZARA has recently been criticized by the Beijing Consumers Association for public criticism, pointing out that it ignores the rights and interests of domestic consumers. The Beijing Consumer Association will also write to the headquarters of ZARA Spain, urging them to abide by Chinese laws. In fact, because of the poor quality, ZARA has been on the "black list" of the consumers' associations more than once. But unfortunately, SA's commercial (Beijing) Co., Ltd., which is located in ZARA, always adopts the "ostrich policy" and does not give the public a convincing explanation.

Brand image is the lifeline of an enterprise, and an enterprise should cherish it as a bird cares for its feather. brand image As an international clothing brand tycoon, ZARA can not understand this truth, but why ZARA repeatedly touches the red line in China, so "acclimatized", is it just because of the rapid expansion and poor management?

In my opinion, the root cause of ZARA's repeated "quality gate" lies in its " Fast fashion (fast fashion) product positioning. As we all know, the characteristics of fast fashion include fast delivery time, fashionable fashion, bright colors, and a small amount of money. These characteristics make ZARA ignore the quality control of supply chain.

A person familiar with the ZARA supply chain told the author that the speed of ZARA cargo loading was very fast. From design, order to shelves, it was only two weeks in short time, and most domestic garment enterprises may need more than half a year. Within one or two weeks, the selection of suppliers and the detection of clothing fabrics were relatively hasty, which laid down the hidden danger of quality.

For garment enterprises, frequent replacement of fabric suppliers is a taboo. Stable supply chain means stable fabric quality. Men's wear brands are stable because of the long product cycle and the quality of suppliers and fabrics. The ZARA of the main women's clothing is keeping up with the trend, and constantly introducing new models. It is reported that it will launch 12 thousand fashions in a year, and the amount of each fashion is not large. This meets the needs of consumers' personalized shopping. But another result of the small amount of money is the large number of suppliers and frequent changes. It is difficult for ZARA to ensure that all the fabrics that are newly added to the supply chain pass through, and if each fabric is tested, the cost is too high.

The industry also said that ZARA's clothing is gorgeous, and people who know about the textile industry know that dark colored fabrics are dyed with dyes. The brightly the color, the more dye they use, and the more the surface color becomes easier to fall off, resulting in poor color fastness of fabrics. In addition, the dyed fabric must be processed after dyeing process to reduce pH and formaldehyde content. The process is not in good condition, which may make pH value and formaldehyde content exceed the standard. Looking at the problems identified by ZARA, color fastness, pH value and formaldehyde content are not up to three standards, which is closely related to ZARA's excessive pursuit of bright colors.

Not just ZARA, fast fashion clothing products are easy to relax control over the supply chain while pursuing the trend. Other brands have also encountered it, but it is most obvious in ZARA. Therefore, if ZARA wants to avoid the "black list", only in pursuit of "fast fashion" and "small amount of money", we must establish a stable supplier system. Otherwise, we will lose the reputation of consumers in the "fast" and eventually pay a heavy price.