2023-06-28 07:47:11
Aurélien Fleurot, edited by Yanis Darras 9:47 a.m., June 28, 2023, modified at 9:49 a.m., June 28, 2023
The sales make their big comeback this Wednesday. For a month, customers will be able to indulge themselves at low prices. But not all stores are playing the game anymore. Faced with changes in customer behavior, more and more companies find it unprofitable to reduce the prices of their clothes.
Here we go ! The sales begin this Wednesday. Four weeks at reduced prices that allow the French to have fun without breaking their wallet too much. But is this still really the case? In recent years, consumers have changed their habits. Between discounts and private sales, sales attract less and less. Many brands even refuse these promotions deemed artificial.
Obviously, this does not concern the big brands which still need to destock. But dozens of young entrepreneurs have thought regarding their economic model without a promotion period, betting on a more responsible approach, like Thomas Huriez, founder of the 1083 brand.
Dozens of brands are following the movement
“You have stores that fill up like crazy during the sales or Black Friday, with great promotions. But the prices have certainly been inflated before the sales. We prefer to sell the same jeans at the same price all the time. year rather than artificially inflate prices ten months out of twelve”, he explains to the microphone of Europe 1 the entrepreneur, and thus, not to do “during the months of the winter and summer sales, of false promotions”, he judges.
If the price remains the same all year round, Thomas Huriez observes a slight jump in sales during these periods, which are more conducive to purchases even without a discount. Whether it’s Sézane, Asphalte, Basus, Hast or even Belledonne, all these brands will once more skip the sales this summer, like more and more customers elsewhere.
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