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Brand Clothing Companies Will Always Raise Their Prices. No One Will Pay For It In The Long Run.

2012/2/14 13:05:00 15

Recently, when I go shopping, I always blurt out this sentence: "why is this dress so expensive?"

Yes, why is this dress so expensive?! any two or three lines.

Fashion brand

The price of the sweater is no less than six hundred or seven hundred yuan; the prickle of the clothes in hand has extinguished the spark that the author wants to try on; the thin fabric makes people wonder: is it winter wear or summer wear? Only the style is quite pleasing, but the fashion world is changing. The popularity of this year will become "behind" next year.

Perhaps businessmen will say: "we are also forced to do so, both at home and abroad.

Economics

If the prices of raw materials continue to rise, if they do not raise the prices of goods, how can they get there? "Some businesses compare their commodity prices with the world famous brands, and think that their prices are low compared with those of high-end luxury goods.

Of course, the author does not deny this objective fact. Under the pressure of strong domestic and foreign economic pressure, the days of the enterprises are not very good. However, the bigger question is whether the quality of these two or three line brands is really worth so much, and their brand names can not be compared with those of the first line brands.

Is the luxury of price really luxuries? Is it just the continuous increase of prices for the development of high-end goods? If we raise the price of commodities, the pressure will eventually turn to consumers. Will consumers be willing to pay for it over time?

When I participate in some meetings of the industry, I often hear such words: take the high-end line.

What is the high-end consumer group from low to high consumers?

Of course, this is an important factor in evaluating whether a commodity is classified in the high-end category. However, in my opinion, if you want to become a high-end, high-quality raw material, excellent quality, strong brand influence and cultural connotation is the real value for consumers to pay for it.

If the value of a commodity can only be used as a reference for its price, then how can our consumers acknowledge it?

Fast shipment, close to the people and keep up with fashion trends, so that ZARA from Spain quickly occupied the market.

However, the "fast fashion" brand is not the fastest and the only way to run faster. It is not just competitors but also quality.

In January 30, 2010, Beijing Consumers Association targeted ZARA53 species.

Down Jackets

A comparison test with 1 COAT COATS showed that more than 30% products were unqualified. One of the coats priced at 999 yuan, 70% of down feathers, and 51.1% of the actual amount of stuffing. In April 10, 2011, commissioned by the Beijing Consumers Association, the national garment quality supervision and Inspection Center (Tianjin) detected samples of 57 kinds of casual pants produced or distributed by 54 enterprises in 9 provinces and municipalities in Beijing, Shanghai, Zhejiang, Fujian, Guangdong and Shenzhen. It was found that ZARA's casual pants were not well qualified for testing, and acid resistant perspiration, alkali resistant sweat stains and wet resistance were not qualified.

In addition, the tag has a nominal wool content of 20%, and the actual wool content is only 10.6%.

Such examples are too numerous to mention, in two years, ZARA7 boarded the quality blacklist.

As an enabler of fast fashion trends in the European apparel industry, ZARA aims to provide customers with "affordable fast fashion clothes". In a few decades, ZARA brand has rapidly entered the world's top 100 most valuable brands, and its parent company Inditex has grown into the world's largest retail fashion fashion giant.

Based on this positioning, ZARA has always believed that in pursuit of fast and fair prices, it is acceptable to sacrifice quality if necessary.

But is this really true? I think otherwise.

I wonder if you have noticed such a phenomenon.

There is a fixed discount area in every ZARA store. The price of clothes displayed there will be half or even cheaper than that at the positive price.

For example, this winter, I deliberately went shopping in the shopping mall on the eve of the Spring Festival, and the discount of goods in the ZARA shop was staggering.

Usually a nearly 2000 yuan overcoat will only cost five hundred or six hundred yuan after folding, and nearly two months of discount promotions are also proving such a truth. Nowadays, consumers are becoming very alert, rational and calm after experiencing various kinds of flickering, and consumers are facing various temptations in the window. They are no longer as hold as before, whether a commodity can really be called high-end, whether the real price has long been hidden from the eyes of consumers.

In this way, if you want to make the brand stand like evergreen trees, high quality and excellent workmanship are the kingly way.