ONLY: Fast fashion brands discount too fast to beat preemptive consumers

Discounts are a good thing for women who like shopping. The sudden price cuts also make it impossible for "preemptive" consumers to stand. On December 14, 2011, Ms. Wei purchased ONLY down coats for 1,799 yuan at a shopping mall. May start on January 10, the brand half price sales, Ms. Wei asked the mall to refund the difference. “In the beginning, I let him repay the difference. They did not agree. I negotiated with their manager for 2 hours and they finally agreed to brush money into my card through the pos machine.” This small victory made Ms Wei Not happy. First of all, she believes that the staff's service attitude is not good. "I talked to them for 2 hours before they fought for a refund. What about those consumers who do not claim refunds?" Second, she felt that clothes were sold too quickly, giving consumers a bad psychological feeling. “It’s a 50-percent discount, and it’s the season’s clothes. It makes people think that this dress is worth 50% off.”

On November 12, the reporter contacted ONLY's domestic direct sales company, Zhichi Fashion Co., Ltd. Jinan Branch. A staff member said that according to the company's regulations, the price of the clothes in the month before the discount can be refunded. “The premise is that the clothes are not obviously damaged, stained, and do not affect sales. In fact, it is equivalent to consumer returns.” So why is the decline in such a short period of time? The staff said that this is an activity launched by the head office nationwide. As for the reason, she is not sure.

So how much is a piece of clothing in the end worth? An industry source said that the cost of clothes, including fabric costs, labor costs, transportation costs, corporate management and storage costs, shopping malls rent, sales of staff. General domestic brands get the price is 3 fold or 3.5 fold; international brands are 4 fold, the highest not more than 5 fold.