Why do so many brands resort to discounts? The core issue lies in the lack of brand differentiation and failure to truly meet customer needs. "We rarely discount, following the principle that seasonal products shouldn’t be discounted. It’s a tough decision, but going against the market trend is difficult. In my opinion, discounts might be a temporary fix, but in the long run, both the mall and the brand will struggle to survive." Competing on price is like a slow form of self-destruction. In reality, apparel brands have always aimed for added value, relying on brand identity rather than just product quality for profit.
Clothing doesn’t need price wars—it should be about smart pricing strategies. Now, many brands start promotions earlier than others, and some shopping centers even begin two months in advance. However, the market has become more aware, and brands are gradually regaining vitality. Companies should focus on improving quality, design, image, and customer service.
Although most brands interviewed expressed dissatisfaction with discounts and promotions, they admitted that they “try to avoid discounts as much as possible†and don’t support them in principle. Yet, they also acknowledged it's hard to stick to this rule. Brands often feel forced into discounts due to market pressure. Not discounting can lead to significant challenges, and sometimes even floor managers get reprimanded by the store director.
Why are so many brands on sale? The main reason is that they haven’t achieved true differentiation or met real customer demands. Women’s fashion companies are undergoing major changes. Clothing must have its own unique identity. Relying solely on promotions to drive sales is a dead end. If a piece of clothing can genuinely spark a customer’s desire to buy, price won’t be the main concern. Designing pieces that resonate with specific audiences, building emotional connections, and cultivating brand loyalty are essential for survival in the fashion industry.
In fact, brands are learning to add more value through their promotional strategies. Flexible advertising approaches are becoming more common. For example, some designer brands use conferences as a key promotional tool. This is a widely used method among top designers and one of the most effective ways to boost brand visibility. Brands like Cocoon also collaborate with fashion magazines and TV stations.
Instead of traditional, rigid advertising, they engage in brand-building activities such as providing costumes for entertainment hosts, theatrical performances, and award shows. These initiatives may not yield immediate results, but with consistency, they subtly enhance brand value over time.
As stated by Cui Jian, director of Cocoon, these strategies are the future of brand promotion.
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