A ZARA Casual Pants Denouncing The "Foreign Brand" Storm

ZARA was detected.

What's wrong with the quality of ZARA?

In a word, the standard of fabric marking for ZARA casual pants is inconsistent with reality.

The exposure of the media is: spot checks of unqualified ZARA casual pants "cotton content is 75%, wool 20%, polyester 5%", and the actual test results contain 68.2% cotton, 68.2% less than the label, wool is only 10.6%, less than half the mark.

Polyester fiber, that is, polyester content of 15.7%, more than two times the mark. "

To what extent is this problem serious?

In the eyes of ZARA, there are many reasons not to regard this problem as a problem.

"I" originally provided the fast fashion of "first class design, second class fabric and three price"; "I" had its own selection criteria and quality control standards for fabrics, and launched tens of thousands of costumes a year, with errors in the understandable error range; "I" was the fashion oriented group who pursued fashion at low cost and did not care much about fabrics, and the fussy customers of fabrics were not my target customers.

In the eyes of consumers, an internationally famous brand that "I" like and willing to spend money to buy must abide by the promise in quality. When it comes to a problem, we should dare to take it; moreover, "I" have more rights to ask for more: for example, the waiter in the ZARA shop wants to laugh, speak, and make "I" feel comfortable.

Arrogant attitude "I" do not like, no matter what brand you are.

In the eyes of the media, ZARA is a "problem star" in the "foreign brand". The media constantly asks: why don't you admit that the quality of your product is problematic, are you playing big cards?

You admit that there is a problem with the brand, but you pass the responsibility on to the supplier. Do you lack sincerity? Do you discriminate against the Chinese consumers in the same product quality in China and abroad? In the face of questioning, ZARA kept silent.

In the eyes of consumers' associations, safeguarding consumers' rights and interests is the reason for the existence of "me".

A consumer is weak in the face of a strong brand, and the consumer association must speak on behalf of the consumers.

ZARA has adopted a silent, delaying and evasive attitude towards media exposure, turning itself into a "object" from a "object" of the Consumer Association.

"If you can't control the quality, don't be a Chinese business", the Consumer Association's words are loud and clear.

In the eyes of the business community, ZARA is a successful brand.

It has a deep insight into consumer psychology, is good at grasping the trend of fashion consumption, and has achieved cross-cultural and cross regional success all over the world.

The business review describes ZARA as "DELL" in the clothing industry, and has its place in the world's best brands list of BusinessWeek. The world-renowned business schools such as Walton Business School regard ZARA as a model for future manufacturing.

So, for a brand observer, what inspiration can ZARA bring to the "quality gate" incident?

First, brand is the emotion above interest.

Observing the performance of ZARA in Chinese market, you will find that although statistics show that ZARA has been on the blacklist for seven years, but at the same time, nearly 100 stores have expanded to more than 40 cities. There is no huge consumer's pursuit of ZARA brand. Only ZARA's wishful thinking is not able to dial the beads.

According to our general thinking, quality is the foundation of brand, but ZARA tells us that sometimes quality and brand value will deviate.

In fact, LV brand also deviates from cost and price.

It is generally believed that price and cost are positively related. The higher the price, the higher the cost.

However, according to media reports, LV a cost of 500 yuan package, sold in the market more than 5000 yuan.

This is the proof that the brand is the emotion above the interest.

That is, brand satisfaction is your emotional pursuit on the product function and beyond the function.

Two, brand consumption is a kind of cultural consumption.

We noticed that, after the initial ZARA quality was exposed, ZARA's attitude was silent.

At that time, I told the media that ZARA was not saying nothing but saying something.

Then ZARA spoke, and I remember two sentences.

First, "ZARA's clothing is safe and healthy." another sentence is "maybe some suppliers do not understand the standard of clothing quality". (I understand ZARA is also telling consumers that you do not understand the quality standard of ZARA clothing).

That is to say, in the quality culture of ZARA, "safety and health" is taken as the standard, and cotton content is not regarded as the standard.

This is in conflict with the "quality view" of some of our consumers.

From this perspective, when the brand culture is different, consumers should remain rational in brand consumption and think clearly what they want, so that they can make their own choices.

If I pursue quality, I will buy a better brand than ZARA.

If the pursuit of fast fashion, I do not care about the quality of the fabric, but to experience the joy of fashion for their own lives.

Three, attitude determines the fate of a brand.

In the ZARA "quality gate" incident, the attitude of Beijing Consumers Association is very in place.

The responsibility of Consumers Association is to "supervise the goods and services in a social way, protect the legitimate rights and interests of consumers, and guide consumers to make rational and scientific consumption."

Through questioning ZARA quality problems, we should guide consumers not blindly superstitious "foreign brands" while safeguarding consumers' rights and interests.

We also note that the consumer association is still cracking down on the "shell foreign brands" that mislead consumers.

At the same time, we want to thank consumers who complain about ZARA and other "foreign brands", because consumer complaints are important drivers of any brand's continuous improvement.

Of course, I also hope that with the maturity of Chinese consumer culture and the enhancement of the confidence of domestic brands, more quality and cost-effective Chinese brands will not play the game of "shell foreign brands", but will be accepted in front of consumers in the true face of local brands.

Finally, ZARA's attitude towards Chinese consumers is really "lack of sincerity". The problem is that there is a lack of respect for Chinese consumer culture.

In the majority of Chinese consumers' cognition, the quality of the brand is good, and the brand must serve well. This is the basic requirement of the Chinese people and even the majority of the people in the world for the brand.

If we do not understand this, it will be difficult to walk steadily and long enough to rely solely on the fast fashion mode.

The old saying that water can carry a boat or can overturn is still proven.

Whether ZARA or any other "foreign brand" is just a choice for Chinese consumers.

We now have money, of course, we must be good at consuming foreign brands' innovative achievements, we have an attitude now, and we can always say "NO" to foreign brands.