Apparel brands announce mid-year promotions

Apparel brands continue to struggle with low consumer sentiment and impact of heavy online discounts. To drive sales, they have announced another unseasonal mid-year promotion and discounts. Retailer and brands are offering schemes such as Rs 1,000 vouchers on purchase of Rs 4,000 and above or flat 30 to 50 percent discount as well as ‘buy one get one free’.

On the other hand, while ecommerce players are considering full-price model to turn profitable after gaining a foothold in the market with their deep discount strategies, physical retailers too have decided to shorten the discount season. Retailers such as Shoppers Stop and Madura Fashion and Lifestyle, in association with the Retailers Association of India (RAI) are talking to other leading names in the industry to shorten the discount season from around eight weeks a year to six to six-and-a-half weeks, over two editions.

Rise in inflation and continuous to impact economic slowdown and has tremendously affected consumer spending and they are visiting retail shops less frequently.