Qiu Fengqi clothing prices "virtual fire wang"

Fall and winter clothing "low-key" listed, the price is very "high profile", the picture shows the city Quanxiu Street, a clothing store window has been put on winter clothes. (photo by Chen Xiaodong)

From the end of September onwards, with the fall of autumn, new autumn and winter clothes of various brands have been put on the shelves one after another. The arrival of the “Eleventh” Golden Week has added a fire to sales. However, the attentive citizens have found that the clothing value of autumn and winter of this year is higher by two to three percent than last year.

This reporter Liu Wenyan caught up with the international brand Ms. Wang this National Day is a bit "depressed." "I wanted to take advantage of the discounts at the National Day Mall and focus on purchasing autumn and winter clothes. I didn't expect to find two months in the downtown area after playing in the Tin Street, Ocean Department Store, and Fortress Plaza. coat."

Ms. Wang told reporters that she had purchased a windbreaker at Ocean Department Store last year. After the break, it was more than 600 yuan. This year, he found the windbreaker with the same style and texture of the same brand. The price has reached 1089 yuan, and he can only play 10% off. Thin sweaters, over 700 yuan more than the discount; men's jackets, the basic price of about two thousand yuan.

"According to the current prices of these domestic brands, all can go to Hong Kong to buy international brands." Ms. Wang said that many of the mall's men's shirts are in the thousand or so, and the international first-line brands, such as Burberry's shirt is also in Hong Kong. Almost the price, the price of autumn and winter clothes is also between 1000-2000 Hong Kong dollars.

Conspiracy for price hikes in all sectors The industry expects that the price of clothing in this autumn and winter will generally increase by about 20%. However, in the past year, cotton prices cut by nearly half, why did the garments not stop the pace of price increases, but rose even more fierce?

Mr. Zhang, head of a clothing company in Shishi, said that most of the cotton currently used is bought in the first half of the year, which is about 30,000 yuan per ton; at the same time, labor costs are also rising, and the overall cost increase is more than 20%.

"However, the cost generally only accounts for about 20% of the price." Mr. Chen, an agent of a sports brand in Quanzhou, pointed out that a garment, 1/3 of the list price belongs to manufacturers, wholesalers or agents occupy 1/3, retail Channel costs also occupy 1/3.

“The price increase is a collective action in all aspects, such as ex-factory prices rose by 20%, agents in order to increase profits, but also increase the tag price, compared to the price of the forward price and tag, about 1:2, now to 1 : 3 to increase profit margins,” said industry sources. In addition, the deduction point of the store's clothing is also about 20% of the selling price, which has pushed up the price of clothing.

It is difficult for consumers to accept the general price increase for autumn and winter clothing, and it is also related to the brand strategy of domestic apparel brands.

As early as the end of August, Li Ning issued an announcement that the price of footwear products will increase by 7.8% in the fourth quarter and clothing will rise by 17.9%. At the same time, Anta, Xtep, Peak and 361 degrees also announced the news of rising prices. Up to 10% or so.

“In the context of rising prices, shop rents and labor costs, coupled with the gradual shift in consumption levels from mid- to low-end to mid-to-high end, price adjustment is an inevitable choice for companies.” Li Ning’s related person stated that he hopes to enhance brand positioning and pull Near distance with multinational brands.

However, for this practice, industry insiders pointed out that domestic clothing brands want to take the high-end line, simply relying on prices and international standards is obviously not enough, quality and design is the key to synchronization, otherwise it may lead to the loss of customers, after all, "Costumes are not necessarily purchased every day like food, and prices go up when prices go up."