The sales start in exactly a week, but big discounts won’t be available immediately. Retailers will knock off a maximum of 30% of the price, because they have learned their lesson from the past.
The sales will officially start on Wednesday, January 3. But unlike previous years, there is no immediate juggling of mega discounts. While last year the first sales days saw up to -70%, the shop windows are expected to remain at -30% this year. “That’s already a nice discount,” says Isolde Delanghe of ModeUnie, the umbrella association of 1,800 independent fashion entrepreneurs.
The fact that the sales start more modestly is because the clothing racks are no longer packed with stock that needs to be shipped out as quickly as possible. Because retailers have learned their lesson from the past and have adjusted their purchasing policy. “We don’t have real, hard winters anymore. That is why fewer real winter clothes are purchased for the winter collection, we are organized accordingly,” says Delanghe. “We are also increasingly experiencing longer late summers, so our members are purchasing more transitional clothing, as well as items that can be combined.”
It is not yet clear what the online stores will do. They now sometimes offer identical pieces cheaper than physical stores: the same dress can cost up to 60 euros less on the internet. But according to Delanghe, the future of the brick-and-mortar stores is not in danger. “A consumer who chooses a boutique is not looking for trousers that are 10 euros cheaper. He makes his choice because he knows he will get quality and service there. Ask the saleswoman which blouse fits your pants, after which you will receive personal advice: you won’t find that online.”
Also read: Why go to big stores? Same garment online up to 60 euros cheaper (+)
Free unlimited access to Showbytes? Which can!
Log in or create an account and never miss anything from the stars.