After Another Year, Armani Recalled The Price Of Children'S Clothing Again.

At present, 0-14 years old children in China reach nearly 300 million, ranking the first in the world. In 2012, the consumption market of children's clothing in China has exceeded 100 billion yuan. It is estimated that by 2015, China's children's wear market will reach 120 billion and so on. According to the market data, the 80's parents become the main crowd of children's clothing consumption. They have strong purchasing power, new consumption concept, family planning structure brought by family planning and other consumer driving factors, and children's clothing market is a potential market that can't be underestimated. 4+2+1

As we all know, the adult clothing market is weak and nearly saturated.

The market is a new blue ocean to be developed, so many famous brands are involved in the children's clothing industry. Armani children's clothing has been exposed and announced the recall because of pH value and formaldehyde content. It has aroused widespread concern in the industry.

However, the survey found that this is not the first time that Armani brand clothing has been exposed to quality problems.

Why do thousands of Yuan clothes often go on the quality blacklist, and repeatedly banned?

Shops in Beijing have not received notice of recall

Recently, the official website of AQSIQ released an article about George.

(Shanghai) Trading Co., Ltd. recalled some news about imported Armani Junior brand children's clothing.

It is reported that the recall of children's clothing mainly does not meet the national standard "national textile products basic safety technical specification" (GB 18401-2010) stipulated in the pH value and formaldehyde content limit requirements.

Beijing Business Daily reporter was informed that the recall of children's clothing production date is 6-9 months in 2015, of which the mainland involved in the issue of children's clothing, a total of 48.

The reporter then called SKP, Yansha and Armani store phone, sales staff attitude avoidance, and said that did not receive the company's notice about the recall clothing.

While the reporter further verified whether the store had sold the recall product, the clerk refused to interview on the grounds of inconvenient response.

In the case of the recall, Giorgio Armani (Shanghai) Trading Co., Ltd. announced that it will release a recall program on its official website and will also provide free refund services for consumers.

The Beijing Commercial Daily reporter interviewed Armani Shanghai media office on this email. The company did not make any response until the press release.

It is worth mentioning that Giorgio Armani (Shanghai) commerce and Trade Co., Ltd. has announced that it will announce the recall plan and return policy on the official website, and it has not appeared on the brand's official website for the first time.

In this regard, Zhou Ting, President of the Institute of wealth quality, said that luxury consumption has entered the era of products. Unlike consumers who valued brands in previous years, consumers are more concerned about the products themselves, and the quality is very important.

Armani as a luxury brand, quality problems are very direct for brand damage. If it can not be handled properly in time, it will be a fatal blow to the brand.

Products repeatedly hit the blacklist

Armani children's clothing quality problems, Armani's brand quality has attracted much attention.

Beijing Business Daily reporter survey found that Armani's unqualified products are all local law enforcement departments of the black list frequent guests.

And at the "3. 15" party in 2015, Armani also showed its face because of quality problems.

Unlike the recall of children's clothing, after the "3. 15" exposure, Armani has a strong attitude and has publicly expressed to the media the three no strategy of "no recall, no shelf, no commitment".

It is reported that in 2014, the 23818 batch of imported garments was sampled by the national inspection and quarantine institution, totaling 1 million 180 thousand pieces.

Unqualified brands include American apparel, DOLCE&GABBANA, CAVALLI, ZARA, H&M and so on. The reasons for failure are pH value, color fastness, formaldehyde and azo.

Not only that, the Shanghai industrial and commercial administration announced in the two quarter of 2014, the fast fashion clothing quality sampling results showed that in the 65 batches of substandard products, a Armani dress, wet resistance rubbing color fastness is not up to standard, again exposed.

In this regard, industry experts said that the punishment is weak, the illegal cost is too low, causing enterprises to ignore the direct cause of disqualified products.

Zhou Ting believes that in addition to the disregard of attitude, repeated quality blacklist also explains to some extent the great problems of Armani's internal management.

And as an international

The group can not make corresponding adjustments in time, and it also makes the industry in an uproar.

High price and bad quality become brand stubborn disease.

The Beijing Commercial Daily reporter learned from Armani China's official website that Armani's children's clothing Armani Junior sold well, with a red children's dress as an example, the price was 1300 yuan, and the price after discount was still up to 780 yuan.

This is just the lower price product of Armani children's clothing. The highest selling price of its products on the official website is up to 2500 yuan.

Armani's official website shows that the average price of children's clothing is about 1000-2500 yuan.

However, compared with other fashion brands, the price of children's clothing is relatively close to the people.

For example, the children's clothing sold by the fast fashion brand H&M and ZARA's children's clothing department is less than 1000 yuan, the same as children's dresses, the price of the single piece is only 299 yuan.

In this regard, Miss Ma said that buying large brands of clothing is a guarantee of its quality, especially for children.

More emphasis is placed on safety.

Such expensive clothing also has such a serious quality problem. In the future, when buying, it really can not simply identify big cards.

Zhou Ting believes that consumers are very concerned about the quality of products, which is an important part of the consumption experience. Luxury goods, as expensive consumer goods, should first have implied warranties in product quality.

The poor quality of products will leave the high-end consumers rapidly leaving the brand, seriously affecting the brand image and brand value.