Clothing "Tag": Your Life Is So Passionate.

On the 28-30 annual meeting of Hangzhou Research Institute of Commerce in December 2010, I talked about clothes with a colleague.

First, let's not talk about the feasibility and feasibility of the general agent's suggestion. And what is the awareness of a dealer who can rely on "trading" to survive? This general agent said: "the trend of healthy living and healthy consumption has been very prominent in terminal sales in recent years. More and more consumers are starting to pay attention to the composition of the tag on the basis of their concerns. Even tens of dollars, they will ask the East and West questions with the tag. Therefore, we find the difference in the intrinsic properties of the product, such as the product FABE (F:Features), the characteristics and characteristics of the product.

A:Advantages, advantage.

The product is unique.

B:Benefits, what benefits can it bring to consumers?

E:Evidence evidence.

Based on the introduction of a series of presentations on the spot, the "environmental protection" advantage is introduced. The quality of products is verified by the instructions on the tag, and the added value of products is enhanced.

In fact, the agents who have the above views are not very different. Lining, a franchisee or agent in the interview, has the leading consciousness in the interview, and an agent indicates that the future competition of the brand is not a channel battle, but a quality war.

A word is given to the theme.

As the spokesman of product quality, tag, the first window of consumer or customer cognition is not only a symbol of integrity, but also a powerful weapon for brand to enhance its core competitiveness.

The price of "tag"

According to the Fujian provincial entry exit inspection and Quarantine Bureau Shishi office inspection and supervision division personnel said outside the Saudi Arabia was stranded in the textile, a large part of the tag because the tag ingredients inconsistent with the actual situation, will be returned to the company, causing serious losses.

"The West Bank economic guide" reported that the ingredients of the hanging brand of a garment enterprise in Shishi and the fabric stitched in the clothing did not conform to the composition of the fabric, which was brought to court by a consumer, leading to a straight decline in sales.

A few days ago, I went to the market research of 100 Rong clothing store. I just met a brand promotion of women's clothing. As long as I bought 228 yuan, I gave a pair of "bamboo fiber" color socks. I asked, "what kind of material is made of bamboo fiber? What are the advantages to the human body?" but the salesmen can't say it. The author has gone over the colorful socks and has not seen the tag or the product description.

What is the reason? The salesperson said, "we mainly produce garments. You see that there are hanging tags on every garment. The gift is white, and what tag is it?" the author suddenly said nothing.

Do you not need to be responsible for white goods? From this you can see the responsibility of this brand! Even if the product style is good, how will the consumers with similar experiences treat the brand?

On the first floor of Dahongmen clothing city, the author looked at a man's woolen sweater. The promotional price was only 59 yuan. The author asked how much wool content there was, and the salesmen said 100%, and the result was only 35% when the tag was opened.

After careful study, the brand on the tag and sweater collar is not one!

Quality supervision department staff said: "now clothing companies to clothing ingredients signs" waterflooding "almost become a garment.

Cheating can deceive people for a while, but it can not deceive people. For the development of brand, we want to see the scenery for a while, or is it a great development? It is worth pondering.

The "value" brought by the tag

Tag has already affected the development of clothing brand, but this effect is not only negative, but also positive.

On the 2010 Ningbo clothing festival, Ningbo enterprises added ceramic elements to the clothing tag. This creative little design, plus the tag, was actually presented and received an order of about 2000000 yuan.

In the increasingly fierce competition of the same quality, how can we put the tag into practice and let the tag become a propaganda window to reflect the brand integrity and enhance the added value of the brand, so that the tag will become a sharp weapon to enhance the core competitiveness of the brand?

Zhang Guoping, chairman of Kangnan clothing, said that since the financial crisis, foreign trade business has become more and more difficult. However, "Kangnan" has made a breakthrough.

The reason is that Kang Nan always put the integrity of business and the quality and added value of brand as the first priority.

There are only two or three ingredients in the usual clothing tag, but not only on the clothing label of Kang Nan, but also on the material in Chinese and English.

Although the "tag" is small, its development is of great significance.

The problem of non-standard clothing labels in the past few years is very prominent, affecting the development of garment export enterprises.

Over the past two years, through the improvement, foreign trade enterprises have grown rapidly, but the awareness of the enterprises led by the domestic market is generally weak.

The globalized development of China's garment industry is a foregone conclusion. Whether going out or sticking to our homeland will not avoid the issue of tag.

How to fight a beautiful market battle in front of its own door, "hang tag" is a key point that can not be ignored.

At the beginning of this year, 10 relevant national standards of clothing were implemented by relevant state departments.

These include: "the pH value of clothing directly touching the skin must be between 4 and 7.5" and "the formaldehyde content of suit should not exceed 300 milligrams per kilogram" and so on. These indicators should be marked on the clothing tag.

However, what is actually reflected is that although most clothing labels contain "safety technical requirements and specifications", most of them are labeled "B" or "can directly contact with the skin", with little indication of pH value or formaldehyde content.

Because of the continuous improvement of the legal consciousness of the Chinese people, if the enterprises do not attach importance to it, there will be more and more disputes.

Clothing tag and label are part of clothing. It endorses brand characteristics and is an effective carrier for brand identification.

With the improvement of clothing comfort, safety and functionality requirements, the tag will cover more and more contents.

Of course, it also bears the functions of instruction and guidance, such as ingredient content and washing instruction.

Therefore, the standardization of signs and labels is a direct manifestation of the development of Shishi garment industry in line with international standards.

Enterprises must attach importance to the standardized use of clothing tag and label, so as to maintain the healthy development of the whole industry.