Shanghai Consumer Protection Committee concentrated on interviews: custom clothing brands do not fool consumers

Due to the falsification of fiber content and the lack of appearance quality, 19 representatives of custom clothing brands that carried out business activities in Shanghai were interviewed by the Municipal Consumer Protection Committee yesterday. "Fudge" consumers, in addition to custom clothing, there are some functional clothing. In the face of exposure, many merchants said that they would rectify and apologize to consumers on the spot, but then they turned their backs and pushed the responsibility of fabric problems to the upstream fabric suppliers.

"Full hair" suit 60% is actually polyester fiber

"How many fabric materials do you have to sell to ensure that it is true?" Faced with Tang Jiansheng, deputy secretary-general of the Municipal Consumer Protection Committee, the representative of the "Bari Yangfu" attending the meeting was obviously guilty. According to the consumer awareness recently organized by the Shanghai Consumer Protection Committee, there are many problems with the “Bari Yangfu”. The actual fiber content of the two suits is inconsistent with the label, such as a nominal “100% for all hair”, but only 37.8% of the actual measurement. For wool, 62.2% is polyester fiber; the other is nominally "wool + cashmere blend", but there is no cashmere component.

Because the custom suits and shirts are not well-known for their fiber content, there are also brands such as “George Thai”, “MasterCard”, “Awei”, “Huaxia” and “William Maid”. There are 12 businesses that don't even specify the fiber content or fabric count of custom suits or shirts. They have a boring bag on the fabric. The brands involved are “David Street”, “Margie & Simon” and “George Thai”.

"Sampling the suppliers' incoming materials is a routine quality assurance measure for the apparel industry. If there is a problem, not reflecting on itself, but blaming the upstream suppliers, this attitude is difficult for consumers to accept, and it also undermines the fine tradition of Shanghai custom clothing. And word of mouth." Tao Ailian, secretary general of the Municipal Consumer Protection Committee, said that consumer rights protection organizations will continue to keep an eye on the subsequent rectification of these businesses.

"Powerful" function cannot withstand actual detection

The results of a special quality inspection released by the Municipal Administration for Industry and Commerce on November 23 showed that 53 brands sold in 12 stores, 125 batches of functional clothing such as jackets and windbreakers, and 45 batches of unqualified products were tested. Up to 36%. Among them, the function of “blowing” of 40 batches of products is quite different from the actual situation. The main problems are concentrated in the aspects of ventilation, moisture permeability, moisture absorption, UV protection, and water resistance.

The measured values ​​of the water absorption of the three batches of “UNIQLO” brand sold by Xunpin (China) Trading Co., Ltd. Shanghai Port Hui Plaza were lower than the company's explicit standards. The "ZOKE Zhouke" brand female beach blouse sold by Shanghai Friendship South Mall Co., Ltd. has an explicit UV protection factor of "UPF40+", while the UPF measured value is only 2, and does not have UV protection at all. According to the results of the random inspection, the industry and commerce department has ordered the relevant operators to immediately stop selling unqualified commodities, comprehensively clean up the inventories and products for sale, and urge the operators to take measures in accordance with relevant laws and regulations to protect the legitimate rights and interests of consumers.

Cultivate and optimize regional apparel brands in a customized consumer market. The effective implementation of personalized customization also relies on mature consumer concepts and certain clothing common sense. Although many consumers have more individual needs, the effect on the finished clothing is rather vague, and even some ideas are very advanced, but it is difficult to achieve in the production process, which makes the final customized products difficult to meet expectations. Affected the shopping experience.

In the process of promoting c2m, garment enterprises should also establish the concept of cultivating a customized consumer market, encourage the active participation from the market demand side in the way of industrial ecosystem, and combine the superior products to teach consumers and designers to design innovative ideas and color matching. And other professional knowledge, encourage original design, and then establish a good brand image.