1. The first thing is fabric

The most important value expression of brand clothing is its brand value. The most important quality standard for a single piece of clothing is fabric. The fabrics used by each brand have their own consistent characteristics. The fabrics of each style of clothing are custom-woven and dyed, and are basically non-replicable. Even if the brand owner wants to produce a second batch of the same fabric, the color cannot be completely consistent with the previous batch. This is due to the characteristics of the dye vat.

For online shopping, it is really difficult to tell the authenticity of the fabric from the pictures, but a good photographer can capture the texture of the fabric. The main reference points are: whether the feel of the fabric matches the composition of the fabric; the color fastness of the fabric, you can rub dark fabric on light color to see if it fades; whether the fabric is environmentally friendly, and you won’t smell brand-name products that irritate your nostrils Formaldehyde smell; whether fabrics of different colors are consistent, etc.

Of course, there are specific identification methods for some functional fabrics. It is recommended that friends who shop online should further judge the fabric after receiving the goods.

2. Secondly, accessories

Garment accessories are also an important part of embodying the value of brand clothing. Accessories mainly include the following parts: trademarks, wash marks, buttons, zippers, seals, leather tags, logo embroidery, rivets, rivets, pocket cloths, sewing threads, etc. Different brands of excipients will have their own characteristics. For online shopping, being familiar with the characteristics of excipients will be a great reference for judging authenticity.

Trademarks are commonly known as main marks. Each brand’s trademark has a specific weave and a specific color, which is generally difficult to copy. The key to wash water labels depends on the material. The same brand will use consistent practices and the same material. , most of the wash water labels are now made of environmentally friendly materials, which are not easy to fade and irritate the skin. For example, everyone is familiar with the materials of CK and Levis wash water labels, which are imported from Spain;

Button materials also pay attention to environmental protection, and many Big brands no longer use plastic buttons. Common button materials include metal, resin, rubber, shells and other natural materials;

Zipper is an important factor in judging authenticity. Big brands usually use zippers. Basically, they are YKK and Ideal zippers. Friends who are good at buying and selling should be familiar with the characteristics of real zippers. Fake products generally do not use real zippers because the cost is several times different;

Generally, you should pay attention to the quality of seals and leather tags. and materials; embroidery is very important, each brand has its own characteristic weaving method;

Pay attention to the color of rivets and rivets, high-end ones are usually natural and black, not shiny; after washing the pocket cloth There must be no pilling, etc.

Fur and real animal fur are very shiny. In the pictures you take, you can see the light and dark changes of the light, which is full of layers. Artificial fur is light-absorbing, dull and looks very dead. , everyone will understand after more comparisons. Don’t believe in worsted or high-simulation fox fur

3. Workmanship

A good dress must have good fabrics in addition to good fabrics. Only craftsmen can complete it, this is workmanship. Compared with small factories, there is a huge difference in workmanship due to differences in equipment and worker skills. This is where the truth lies. I think buyers generally pay attention to these things, such as smooth and well-proportioned stitching, clean tailoring, etc.

Many buyers think it is a fake when they see the cable ends and jumpers when they get the product. In fact, it is a defective product at best. The main thing to look at when looking at the workmanship is the edges and corners, such as edge closing, joints, chest openings, plackets, etc.

4. Washing water quality

The so-called washing water refers to industrial washing water with chemical agents before the garments leave the factory. Generally, pure cotton garments are washed with more water. Before cutting the fabric for this type of clothing, one task is to test the water. The purpose is to see the warp and weft shrinkage of the fabric, so as to ensure that the finished garment reaches the predetermined size after washing. A good washing effect can keep clothes in shape for a long time, look natural, and make them more comfortable to wear. The yield rate of heavy washing can sometimes only reach 70%, so the cost is very high and the price is relatively expensive.

Looking at the washed condition of clothes is an important criterion for judging the authenticity of clothes, but there is no standard to follow. Generally speaking, based on experience, when you look at the washing water of a certain style of clothing, you will often compare it with the real thing you have seen before. If you feel that the washing water is too dull and the color is unnatural, or the washing water is too fancy and does not show class, etc., you can confirm that it is not. Genuine.

5. The specific style and fixed practices of the brand

Each mature brand has its own specific style and traditional fixed practices, just like a big brand car if you buy it all the time. You can tell it's a certain brand just by looking at it without looking at its logo.

Understanding the brand style and tradition can help determine the authenticity of the goods. For example, a casual brand is unlikely to produce formal clothes, a hip-hop brand is unlikely to produce slim-fitting small-size clothes, etc.

The traditional practices of some brands are also very important. I will list a few brands that I am familiar with for your reference. For example, Columbia’s logo is always embroidered on the left chest or left arm; Jeep’s non-metal buttons are all resin buttons; Lyle&Scott’s buttons are all shell buttons; AF and Polo’s polo shirts are very similar in style, but their open chest and hem The slit hemming has its own fixed method; the buttons and rivets of Ckj jeans are all made by Italian hardware factories, and the logo of the hardware factory can be seen on the back of the main button; etc. These require accumulation over time, and the longer they take, the more they will be understood.

6. Brand anti-counterfeiting

Mature big brands have many anti-counterfeiting designs to prevent their products from being copied. Brand anti-counterfeiting design usually focuses on two aspects, namely the trademark (main mark) and logo embroidery. The general method used in trademark anti-counterfeiting design is computer digital dot matrix weaving and fixed materials. This weaving method is only known by the trademark holder and cannot be mastered by processing plants. Logo embroidery also has a set of weaving procedures and specific threads to achieve anti-counterfeiting purposes. It is difficult for other embroidery factories to be completely consistent.

Let me share with you a few familiar brands. For example, Diesel’s wash water mark has an anti-counterfeiting silver thread, Columbia’s main mark has an anti-counterfeiting gold thread on the reverse side, and the vertical line on Jeep’s main mark is double-stranded for anti-counterfeiting. Lyle&Scott's Golden Eagle uses imported Japanese gold thread, TNF's logo embroidery has a specific direction, etc.