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ZARA Orally Acknowledges The Quality Problem &Nbsp; It Comes From The Understanding Standard.

2011/5/5 15:19:00 74

ZARA Acknowledges Quality Problem Understanding Standard

It is reported that the Beijing Association for consumers has been criticized recently.

quality problem

Although the foreign brand ZARA has acknowledged the quality problem orally, it has been reported that ZARA will blame the supplier after the apology.

The latest response provided by the ZARA leader shows that although ZARA has acknowledged the product orally,

Virtual marking cloth

There are some problems in the content and safety of pH value and color fastness. But for reasons of ZARA, some suppliers may not understand the standard of clothing quality. This explanation makes the industry seem to be showing some sincerity.

A retailer told reporters that ZARA is now in Beijing, all of which are direct stores, so there is no supplier in this intermediate link, and the concept of suppliers on behalf of anyone else is also very vague. ZARA has not made a clear explanation of this.

This shows that ZARA does not respond positively to the causes of quality problems.

In regard to the processing of products, ZARA has not mentioned the penalties for the sale of substandard products and the compensation for consumers who have purchased unqualified products, except that the relevant products are already off the shelves and will strictly abide by Chinese standards and laws in the future.

As a second tier brand in Spain, ZARA has adopted a fast fashion mode.

Business route

Since its entry into China in 2009, it has been highly praised by young people for its fashionable style and frequent updates. Most consumers tend to value fashionable styles, so they don't wear too long.

ZARA entered China in order to open up the market quickly and expand its scale rapidly. The number of shops started to reach 100 from four in the first half of 2009, and the trend of expansion is accelerating.

Inditex, the parent company of ZARA, announced in March that the number of stores in China will increase from 30 to 42 in 2011. As a representative of fast fashion, though the quality problems of ZARA brand clothing have been repeatedly appearing in recent years, the impact is very limited, and sales are still very hot. Why is it so? The voice of the economy, special observer and brand expert Mr. Yang Xilun commented.

Product quality deviates from brand value and leads to frequent quality problems

Moderator: ZARA brand has entered the Chinese market since its development very fast, but at the same time, the quality of products is also a small number of problems.

First, do an analysis. What do you think is the frequent occurrence of quality problems? I see that some analysts think it is inseparable from the rapid expansion of enterprises. Do you agree with this analysis?

Yang Xilun: this may be a problem, because any enterprise in the rapid expansion of the standard, the implementation of standard human resources can not keep up with, may be a problem, but I think this ZARA incident is not two days a day, in essence, there is a conflict between quality and culture.

Host: how should we understand the conflict between brand quality and culture?

Yang Xilun: we have been talking about quality problems. No matter what the test is or the perception of our consumers, some consumers also feel that this quality is not my ideal. But in the ZARA response, I find that he initially responds to ZARA's clothing safety and health. He doesn't talk about the quality of cloth.

Second he also formally responded that suppliers did not really understand the quality requirements of ZARA.

In fact, I personally think that he refers to suppliers, and even in turn, refers to consumers. You do not understand the quality standard of ZARA brand. High quality fabric and good processing are the pursuit of a fashionable change under the basic condition of safety and health. This may be a problem behind the question.

Moderator: you think that the contradiction between brand quality and culture causes frequent quality problems.

Now, even though ZARA blamed the problem on suppliers, some of them may not understand the standards of clothing quality. Many netizens are very angry and feel that this statement can not hold water at all.

Yang Xilun: I think the actions taken by this association and the dissatisfaction of consumers towards his performance should be a mature expression for Chinese consumers to face foreign brands.

Because the whole foreign brands come in roughly three stages, the first stage is strong, and I am the main one.

The second stage, conflict, is a conflict between culture and adaptation to local laws.

The third stage is dialogue.

This time, ZARA began to remain silent, and now he made some oral responses.

Because foreign brands to China do not understand consumer culture, do not take dialogues, although now the expansion is fast, but one day consumers may mature and wake up, may have trouble.