Recently, due to the exposure of CCTV's "3. 15" night, there are many fast fashion. brand It has become a target of commercial retail market. According to the inspection and supervision department of the AQSIQ, in 2014, the national inspection and quarantine agency sampled 1785 batches of quality and safety substandard goods in imported garments, totaling 1 million 180 thousand pieces, with a value of 12 million 930 thousand US dollars. Fast fashion brands such as ZARA, H&M, GAP and OLDNAVY, which can be bought in the shopping centers of Shenzhen, have been on the blacklist. These days they have become a hot topic in the local social media. Reporters learned that these brands were named by the authoritative departments, mainly because the fiber components of the clothes were inconsistent with the labels. The PR values and formaldehyde did not meet the requirements of our mandatory standards, and the problems such as color fastness, pH value, formaldehyde and azo were not qualified. Because the formaldehyde content and pH value of clothing are related to the health of human body. For example, if the pH value exceeds the standard, it may lead to the destruction of the natural barrier on the surface of human skin, resulting in burning sensation, breeding bacteria and easily causing various diseases.

This week, reporters visited Jin Guanghua, KKM all, Futian Cocopark and other shopping centers in the city. Local shopping center Most of them introduce fast fashion as the main store, so the news release of domestic authority will to a certain extent will hurt customers' purchasing enthusiasm. In a fast fashion brand store in a large shopping mall in Luohu District, reporters found that even in busy times, there were few customers in the store, in sharp contrast to the situation that had been hot for a while and needed to be lined up. Customers said that over the past year, the authorities have noticed the reports on the quality of fast fashion products released by authoritative departments. She is already a "iron powder" and will come around. First, fast fashion has some advantages in style. She comes to feel the trend of fashion trends. Two, what she buys now is mostly female accessories. Clothing products It will definitely reduce the purchase.

A general manager of a shopping mall told reporters privately that the enthusiasm of local customers for fast fashion is indeed fading. Statistics show that the fast fashion store as a main shopping center of the shopping center has been hard to achieve in the past year. Some brands have had a serious impact on the sales of physical stores due to their online stores, and their ability to gather customers has been falling down after a chain reaction. This is quite different from the original intention of introducing the brand at that time. The official said that many shopping centers now fall into a dilemma, because a few years ago, they spent a lot of manpower and resources to attract these brands to enter, including the provision of large areas of shops, patch up, and the signing of the bottom guarantee agreement for some big brands, and these fast fashion brands also spent a lot of money in decoration and operation. If the cooperation is stopped now, both sides will lose a lot. But if we continue to cooperate, the trend of fast fashion will be more obvious in the next one or two years, which will become a big hidden trouble for the shopping center operation. How to deal with this thorny business problem may test the negotiation skills and executive ability of the operation team.