SALE!!! What does it actually mean?

It is not my thing to go and buy in the sale. I like to purchase something knowing that it has been bought at the retail price, because I know a retail price is calculated to make everyone in the production and retail chain of that particular item happy. It is the meaning that this price can offer a fair return on investment to everyone involved. And believe me, even with the simplest of clothes, there are lots of people involved.

As I am an not an impulse buyer. I tend to pop into a shop as and when I need to buy something something. Today I walked into one of my favourite independent kids clothing stores downtown and bought a simple black legging from a well known organic brand. It is a small store offering cool brands from all over the world. I had not noticed the ‘SALE’ sign and was not looking for a bargin.  As I looked through the racks of clothing the shop assistant kindly pronounced “Today we have 30% discount”. “Why?” I asked. “We are offering a mid season discount for one week of thirty percent on all items” she kindly answered. I shuddered. It is still a week to Thanksgiving and here and the winter days have not really started. Today it is 15 degrees and tomorrow it will be 18. I glanced round the shop – full with hats, scarfs and winterjackets. Wollen jumpers, cardigans and lots of layering pieces.  All discounted, even though nobody has had had the need to buy them yet.

I purchased my legging with a 12 euro saving and left the shop.

I was confused. I am still confused. I started to check the online stores worldwide. I was totally shocked as to how many had started their sale in November. Fantastic brands being offered at lower prices. When I looked further at the collections I saw that nearly every size of every item was still available. Probably the same story at the shop that I had been to today. They seemed to at least have my legging still available in every size.

So where does this come from? What consequences will that have for the future of the brands and the stores?

In another blog I will return to the subject of the production line and the people involved. For now I will concentrate on the retailer and consumer.

This evening I have read a number of articles online about why people buy in the sale. It seems that  a reduction in price makes each item irresistible. I asked myself over and over –  what makes my legging a better legging for 28 euros than if I paid 40? For me nothing. I am interested in what you think and would love via social media to read your reactions.

My worry is that  as consumers we are driving the children clothing market to a market where we wait for and expect discount. This is killing the retailers. After all they still have to pay each month their fixed prices of rent, electricity staff etc, which the set retail price is calculated to cover, leaving a little bit over as profit. That small profit is something I for one absolutely do not want to deny to our lovely, creative shop owners.

But on the other hand if the stores continue to offer these brands very early in the season at discounted prices then the consumer will demand nothing more than a lower price.  Sad but true, if you as a consumer continue to buy at a discount price at your favourite shop, then your favourite shop will not survive.

So how do we strike a balance here?

Think budget and style

Mij advice to the consumer is think carefully. If you are someone who would rather buy everything in the sale, think twice. The savvy and stylish parents have already been to the shops and paid full price for the best items. What is left at sale time is  (or ideally should be) everything that those people do not want.

It is better to think upfront about your budget and wishes for the season and buy accordingly. Look at the high street and look at the independent shops. Buy a perfect mix of the right items to make your children shine throughout the season. Buy on time and buy full price. Be savvy, with bags of style. Mix a few special expensive items with a lot of high street basics. Whatever do not assume that your child will be happier or look better in a lot of leftover sale items.

If you are lucky enough to have one in your district, think of your local kids clothes store as a service. A service to offer you locally what you want without you having to head to the big stores. Talk to them. Explain what you want from their store and what they are lacking. Believe me they will love you if you do.

Stores please buy wisely.

My advise to the shops is also think carefully. Don’t fill your shops with a saturation of items that cannot be sold. Work with your customers, listen to them and buy items in accordingly. A full shop seems rich, but when 70% of it enters the sale it is far from.

We love our independent stores. Lets work together to keep it that way.

XJo, Kids Clothing Blog.