为什么我们的衣服越来越难买了？

Core Viewpoint - The fashion industry is experiencing significant challenges, with high return rates and a decline in quality due to price wars and a focus on fast fashion [1][2][24]. Group 1: Industry Challenges - The average return rate for women's clothing e-commerce has exceeded 50%, indicating widespread dissatisfaction among consumers [1]. - The industry is facing a decline in quality as brands prioritize low-cost, high-volume production, leading to a prevalence of imitation and poor craftsmanship [2][9]. - Many industry players are struggling financially, with reports of significant losses and a shrinking customer base [24][25]. Group 2: Consumer Behavior - Consumers are increasingly dissatisfied with the quality of available clothing, often feeling that good options have disappeared [1][3]. - There is a trend towards purchasing cheaper, less distinctive clothing, with many consumers expecting low prices as a norm [8][24]. - Younger generations are accustomed to shopping online based on images, leading to unrealistic expectations regarding the quality of clothing [8][27]. Group 3: Production and Design - The production process has become simplified, with many brands opting for quick, low-cost solutions rather than investing in quality materials and craftsmanship [14][15]. - The cost of developing high-quality garments is substantial, often requiring significant investment in design and materials, which many brands are unable to afford [14][28]. - A large percentage of factories are unable to produce high-quality clothing, with estimates suggesting that 95% of factories do not meet quality standards [20][21]. Group 4: Market Dynamics - The market is characterized by intense competition, with many brands engaging in price wars that undermine profitability [24][25]. - The shift towards e-commerce has changed the dynamics of the fashion industry, with many traditional retailers struggling to adapt [22][24]. - Brands are increasingly reliant on advertising and promotional spending to gain visibility in a crowded market, often at the expense of product quality [28][29].