Armani 100% lamb leather detection rabbit skin

Recently, it was reported that there were consumers complaining that they purchased 100% lambskin Armani female leather clothing, after inspection found that the fabric material is rabbit skin.

As a partner of Armani, Dalian Laikamen Garment Co., Ltd., a dealer represented on the leather tag, acknowledged that the problem did exist. The company had already communicated with suppliers and Italian headquarters. In consultation.

Armani Beijing Yintai staff said that at present there have been no consumers to complain about the tag label and the actual fabric does not match the situation, and the reporter contacted Armani, as of the official release of Armani did not give any reply.

In fact, similar problems do not appear for the first time in Armani.

In December of last year, Xiamen Dongdu Inspection and Quarantine Bureau found that Armani's sweater with a market price of 4,200 yuan was inferior in alkali-fastness. On January 13, the netizen Joy66CC broke the news on Sina Weibo. At the end of 2011, Armani jackets purchased at the beginning of the year were found to have cracks in many places and could not be repaired. The store informed the country that the warranty period for clothing was 3-6 months. Not accepted.

However, the brand's profits in China have continued to grow. In 2010 alone, Armani’s net profit increased by 80% year-on-year, and its revenue in the Chinese market grew by as much as 36%.

On behalf of the processing fee is very low. Fabric article. Armani in the Chinese market exposed all the "quality of the door", the spearhead to the fabric and processing technology, cutting corners, it is easy to think of the relationship between the international luxury goods and domestic processing plants Subtle relations.

In order to share the cost, the brand will focus more on the shaping and marketing of the brand image. Usually, the brand will choose the processing mode and authorize the third-party processing plant for production. However, the cooperation between the representative factories and the international big names is more about making money and losing money, earning an image and reputation with a meagre profit or losing money.

A person in charge of a garment processing factory in Dongguan, who is a big-name OEM, stated that a garment that costs 50 yuan for the contracted material will cost around 30 yuan, and the brand will pay 30% of the processing cost for the processing factory. If the raw materials are purchased by the brand, the processing plant is only responsible for the processing, and the brand pays a processing fee of 10%-15%.

The person in charge said that the brand provided the factory with a very limited profit, and the profit of the processing plant mainly comes from fabric purchases.

Zheng Yifan, director of the Center for Brand Research of Zhengjian, pointed out that if the brand will hand over the purchase of the specified fabric to the fab, the regulatory gap may appear at this stage. In order to reduce costs and obtain greater profits, DaiChan may take risks and make improper acts of cutting corners.

Customers do not know what brand to use at the cost of sacrificing quality, thus achieving cost control. Such logic is the disregard of consumer dignity.

In recent years, the international luxury brand has repeatedly suffered a "quality door" in China. In March last year, two Fendi down jackets purchased by consumers in Beijing Shin Kong Place and International Trade Co., Ltd. were found to be inconsistent with the place of production marked on the lining of the lining and were suspected to be “A”. And Louis Vuitton shirts that consumers purchase more than 8000 yuan are torn and rot, and the quality is worrying.

Zhou Ting, dean of the Wealth Quality Institute and deputy director of the International Brand Management Center of the Ministry of Commerce, believes that some luxury brands use the luxury market in China to get strong demand. Consumers are not aware of the brand to make huge profits. The result of this is direct Caused consumer resentment, leading to damage to brand value and image.

However, with the growth of the market, China's luxury goods consumers are growing rapidly, and even produce a group of professional consumers, their awareness of rights protection is improving.

Therefore, Zhou Ting pointed out that the big brands of luxury goods should not continue to take the old road, blind expansion of the store has become outdated, and it is imminent to seize consumers from the service. In addition, the brand needs to strengthen the control of internal management and supply chain.