Fashion brand C&A depresses purchase price suppliers saying it is difficult to accept orders

Famous fashion retail brands C&A stores featuring “Fast Fashion” can buy two cotton T-shirts for 59 yuan at the C&A store, which makes apparel suppliers Xiao Yu (a pseudonym) express to reporters yesterday (March 21) that it is difficult to understand. In her factory, such prices cannot be shipped.

What is the secret of keeping the “fast fashion” brand cool and fashionable? "If we use poor quality materials, it is not the production of clothes but the production of rags." This is a "fast fashion" brand upstream supplier manager told reporters voices.

The words “manufactured wipes” are ridiculous but tell the low-cost secrets of the “fast fashion” brand – they rely on their own brand and scale to form a bargaining advantage, remain highly sensitive to the upstream price, and immediately switch to other supplies once they change. Business.

Low-cost strategy of "fast fashion" brand

After the spring clothes were put on the shelves, a lot of clothing brand prices rose slightly. The owner of the roadside shop did not forget to complain to the customers. “Long-sleeved T-shirts got 20 yuan apiece last year, and at least 30 yuan to 40 yuan this year.”

Buying two cotton T-shirts for 59 yuan in the C&A store, Xiao Xiao said, “A 200-gram cotton T-shirt, our factory should be at least 30 yuan. Our factory also manufactures many international brands, but A low price like this will definitely not be enough. If we are based on the ex-factory price of our factory, C&A is not going to sell at a loss?"

Obviously, no clothing retailer will sell clothes at a low cost. “Any company that is aiming at long-term development will not be able to do so.” said the person in charge of the marketing department of C&A, but he did not want to disclose the reasons for the low prices. .

The reporter will also compare the prices of H&M, ZARA, Uniqlo, and C&A as “Fast Fashion” brands. Among them, ZARA has the highest price; H&M price is slightly lower than that of ZARA, but its products are basically over 100 yuan; Uniqlo also sells products less than 100 yuan, but less than 50 yuan is not too many clothes; and C&A has many clothes The price is within 100 yuan.

“In many 'fast-fashion' brands, C&A has been the lowest selling price.” said Lu Qiang, CEO of Shanghai Fukes Holdings, which is the earliest operator of Outlets and manages a variety of luxury products in China.

Xiaoyan disclosed that “we intended to cooperate with C&A before, but when we saw the price of the product in our store, we gave up. If we calculate the price in the store, we can't pick it up. Of course, this does not mean that all suppliers do not accept this. price."

“The low-cost strategy has made these 'fast fashion' brands popular in the European market in the international financial crisis, but this involves pricing strategies, and some low-priced products make the brand more competitive.” Lu Qiang said that from C&A in China Looking at the storefront, the multiple locations where the store is selected are lower than those of other brands, which allows C&A to have financial support when selling at low prices.