The world of fashion has become highly competitive. The development of social media and e-commerce means it’s easier than ever to start a fashion brand which has led to the market becoming saturated. For brand owners, this has increased the need to get creative when it comes to marketing and promotion. The most obvious solution is to lower prices, but is this always the right answer?
This article will explore the pros and cons of becoming a discount fashion brand.
What Is A Discount Fashion Brand?
A discount fashion brand is exactly what it sounds like, a clothing brand that relies on discounted prices to bring in customers. Discount fashion brands are especially common in the fast fashion space where stock is constantly changing and new competitors are permanently entering the market.
It’s common to see heavy discounts for new customers but also for certain items and at certain times of the year such as Black Friday and the January sales.
Pros Of Being A Discount Fashion Brand
Attracts New Customers
The law of supply suggests that as prices decrease, demand increases. While there are other contributing factors, there’s a strong chance that lowering prices will bring in new customers. In fashion, new customers usually need some convincing to purchase from brands for the first time and a sale or discount can be just the push they need.
Once a brand has pulled a customer in for the first time, it’s down to your product, customer service and overall brand to turn them into a loyal, returning customer.
Helps To Sell Old Stock
Trends come and go in the fashion world and brands don’t want piles of old stock taking up space in their warehouses. Lowering prices to get rid of stock helps to free up space for new stock that customers are more likely to buy at full price.
You may notice a men’s hoodie sale towards the end of winter or discounted swimwear towards the end of summer. This is because brands are making room for more in-demand items.
Competitive Advantage
Finally, you can view price as a competitive advantage. There are many examples of fashion brands that have stood the test of time purely because they are able to offer products at a lower price than competitors.
It’s important to consider other areas of your brand if you are trying to compete on price. A low price may entice customers but a low-quality product will quickly push them away and stop them from returning to your brand which negates your competitive advantage.
Cons Of Being A Discount Fashion Brand
Reduces Profits
If you sell the same number of items at a lower price, then obviously your profits will drop as failure to increase sales will lower revenue. This can put strain on the business from a financial point of view, leaving less funds for other areas such as marketing, branding and customer service.
However, it is worth pointing out that the increase in demand could offset the drop in price to actually increase profits.
Customers wait for discounts
Brands that constantly rely on discounts to shift items run the risk of customers holding off on making purchases until there is a sale. While discounts are extremely effective to begin with, customers get wise after a certain period and realise that the item they have their eye on will be available for a cheaper price if they are prepared to wait.
Again, this reduces revenue and makes it more difficult for fashion brands to make a profit.
Negative perceptions
As mentioned before, it’s too simplistic to just say a drop in price increases demand. A drop in price may actually have the opposite effect as a high price is often a sign of quality. You may have noticed that luxury fashion houses very rarely, if ever, turn to discount codes or sales periods. This is because their high price tag makes products less accessible and more exclusive, which subsequently makes them more desirable.
It’s virtually impossible for a brand to be seen as luxury whilst also being affordable which shows how the right approach will differ from one brand to the next.
Promotes overconsumption
More recently, the topic of overconsumption has become a major talking point in the world of business. Overconsumption refers to humans consuming more products and materials than they need.
Fast fashion brands are one of the main culprits, using discounts to push sales and often creating low-quality products that need to be replaced.
On the other hand, sustainable fashion is on the rise. There’s an abundance of brands creating garments made out of sustainable materials and focusing on eco-friendly practices which are quickly becoming more popular options.
Final Thoughts
As mentioned above, it’s important to consider that different brands require different approaches. When it comes to business, there is no one-size-fits-all approach, especially when it comes to an industry as competitive as fashion. Before contemplating becoming a discount fashion brand, consider other avenues that have less risk. Once a brand commits to becoming a discount fashion brand, it’s extremely hard to claw back any losses in reputation. A creative influencer marketing campaign, for example, may bring more awareness to your brand without your business needing to lower prices and sacrifice revenue. The most important thing is to find a solution that works for your business and your values.
