Why sale time sucks!

Major retail chains have transformed sale time into an art form by massive discounting strategies and sale after sale.  And they wonder why consumers are big time confused?  Consumers are refusing to pay full price because retailers have trained us to wait for their constant sales where they import junk from Asia at reduced prices.  yes they do and we fall for it time and time again.  Incredible isn’t it?  Of course there are some genuine reductions but most of it is marketing hype designed to get you in the door and get emotional about buying stuff you simply do not need.

Don’t get me wrong.  I’m all for a genuine sale when it actually is a genuine sale.

Fashion designers in Europe have two genuine clearances a year.  They go on sale for a week, make a big deal of it and then the new season stock is on the rack and the sale items are gone.  Banished into a big black hole never to be seen again.  So you need to be quick.  Savvy European shoppers know the system and know it’s a real bargain.  They queue up for it.  European fashion designers are amazed at how high Aussie retailers mark up their stock.  How do we do it?  Well guess where it's coming from and you'll get your answer.

It's a Clayton's sale (pretend!)

Pretend Sale

Australian retailers are looking constantly for a new excuse for a sale just to get customers in the door.  As consumers we have become distrusting of our retailers.  50-70% reduction indicates that the prices must have been hideously inflated to begin with.  Consider all the times you see sale signs in the stores apart from end of financial year and new year sales?  Heaps of them. 

And there goes the designer's intellectual property ........

You’ve seen the sale that has genuine Prada handbags for $50 right?  Well, come on sunshine.  You’ve gotta know that this is not for real!  We live so close to the country known as the great knock off for copying labels and ripping off the designer’s intellectual property.  Here’s the deal:  it is not cool to rip of a music artist or a fashion designer.  Save up and own the real thing or don’t bother.  It’s fake and it looks fake.  You deserve better.

Less is MORE!

Save money - shop smart!

You see a sale sign and you start to tremble with excitement!  I know the feeling.  But if it’s not on your list as an essential or a new season item that will go back with at least three things in your current collection, you can’t have it.  You are wasting your money.  Regardless of how cheap it is, it’s still a waste of money if you don’t wear it and wear it well with confidence.   Less is more.  You do NOT need more stuff to be stylish.  You just need the right balance of great pieces that will create a story.  I have seen too much stuff over the past 10 years in wardrobes purchased on sale and 3 years later the swing tag is still hanging off it.  You know you’ve done this eh?  I know it too!

If you are in need of retail therapy for a feel good fix, avoid the fashion stores and head to a spa for a facial or a manicure.  You'll never regret that experience.  I had the facial of my life at Natskin in South Melbourne last week.  Best gift a gal can receive!  But if you go shopping when your emotional pot is low, you will end up with orphans in your wardrobe.   They are the garments with no family, no one wants them! 

Let’s face it, sales are messy, good luck finding your size and most of the garments have been picked over, are pilled or covered in make up by some disrespectful soul who thinks the world owes them a living.

Genuine brands rarely go on sale.  Most of them don't have to.  And if they do, it's for a short time only and then it's over, like the Europeans do it. 

Aren’t you worth more than that?  I think you deserve the best and are 100% worth full price.  Choose wisely.  Consider your cost per wear and you are right out there in front when you pay full price and get your money’s worth!  You won’t compromise on your life partner, so don’t compromise on your clothing selection either!

So what now?

Happy with great service!

Get in at the start of the season and strategically add to your collection.  I recommend replacing your basics and then add a minimum of 2 new pieces each season that will work back with what you already have.  So you need a plan.   Yes, you do.  And you need a budget too. 

In for some great service?  Two of my favorite retailers for great service are Etal for women's smart casual and some innovative business pieces and McClouds shoes for men in Melbourne.  They have it nailed and don't subscribe to a sale mentality.

My two bob's worth for Australian retailers?  Get your focus off price and sales and get on with some great service.  Many of you are letting good customers slip through the net because you don't care.  The price is quickly forgotten but we NEVER forget how good the experience was or how good we feel when we wear that amazing garment.  Think about that retailers!