Why do so many brands resort to discounts? The core issue lies in the lack of differentiation and failure to truly meet customer needs. "We rarely discount, and our principle is not to reduce prices during seasonal sales. It's a tough and challenging approach, which goes against the common trend," said one brand representative. "Discounts may be a quick fix, but in the long run, both the mall and the brand struggle to survive."
"Price competition is like a slow form of self-destruction," they added. Apparel brands have always aimed to create value through branding rather than just selling products. "Clothing doesn’t need price wars—it should be about smart promotions. When one brand starts promoting early, others follow, and some shopping centers even begin promotions two months ahead of time. However, the market is becoming more aware, and brands are finding new ways to grow. Companies should focus on quality, design, image, and service instead of relying on discounts."
Although most brands interviewed expressed dissatisfaction with discounts and promotional tactics, they admitted that "we try to avoid discounts as much as possible and don’t support them in principle." However, they also confessed it’s hard to stick to this rule. "Sometimes we’re forced to discount due to external pressures. Not discounting can lead to a lot of pressure, and occasionally, even store managers get scolded by the floor manager."
So why are so many brands on sale? The main problem is that brands haven’t differentiated themselves and haven’t truly addressed real customer needs. Women’s enterprises are going through a large-scale transformation, and clothing must have its own unique identity. Relying solely on promotions to drive sales will eventually hit a bottleneck. If a product can genuinely spark customer interest, price won’t be the top concern.
Design that resonates with specific people, creates emotional connections, and builds brand loyalty is key for survival in the fashion industry. In fact, brands are now focusing more on value-added promotions. Flexible advertising strategies are being used, such as hosting events or collaborating with media. For example, some designer brands use conferences and events as their main promotion method, which is also the most effective way to build brand awareness.
Cocoon, for instance, partners with fashion magazines and TV stations, and instead of traditional ads, they engage in activities like providing costumes for entertainment hosts, theater performers, and award show attendees. These methods might not yield immediate results, but they gradually enhance brand value over time.
As Cocoon’s director Cuijian explained, "It takes persistence and patience, but these efforts ultimately shape a stronger brand identity."
Low Shrinkage Low Denier Polyester Yarn
Ls Yarn Below 500D,275D Ls Polyester Yarn,300D Ls Polyester Yarn,500D Ls Polyester Yarn
ZHEJIANG GUXIANDAO POLYESTER DOPE DYED YARN CO., LTD , https://www.htpolyesteryarn.com