Les soldes face à la fast-fashion : vers la fin d’une tradition ? “Il faut donner envie aux gens de revenir dans les centres villes”
Shop | Products in Glass 07/15/2024
Autrefois perçues is a unique opportunity to achieve good things, as soldiers have to spoil permanent promotions accessible online. These panels suggest long-term prices throughout the year, encouraging continued consumption and reintroducing the idea of “sale periods.” – Face this conformity without pity, and the traditional shops, déjà missis mal par la crise sanitaire de 2020 et la The economic crisis of 2022 will lead to a decrease in its frequency, even with a decline in sales. They are also suffering from the pressure accumulated by digital giants that are able to produce and offer unbeatable prices. “Historically, January and July were the only periods when people could buy at a low price. Nowadays, this is present all the time, but there are other moments of promotion such as Black Friday. Sales are ongoing all the time for the reason that there is, however, people’s behaviors have changed During the pandemic, as some people have gone online, independent traders have become inventive and creative to win back their customers., Explained by Isabelle Morgante, Porte Parol de l’UCM.
Fast fashion is the queen of promotions
Concepts such as Shein and Temu have revolutionized the concept of accessible fashion with their collections renewed on a clear beat. Where traditional brands suggest two out of four collections, e-commerce giants have recently reached over 50 series annually. This convenient model for rapid and mass production is eligible for “airplane mode”, which allows to follow social media trends and respond instantly to consumer opinions in real time.
Thanks to these gigantic production volumes, these brands can offer very competitive prices, by physical store standards. These classic promotions, such as sales cells, provide a great deal of appeal to consumers, as they can obtain all articles per year at low prices online. These prices are not just a result of water economies: they are also benefited by very high quality land practices or labor rights that are not protected.
In addition to basic prices, these platforms use aggressive marketing strategies to entice buyers, including ongoing sales, customized promo codes, and limited offers while creating a sense of urgency. Users are also incentivized to buy quickly and frequently, providing a consumption spiral that strengthens their control of the market.
Evolution of living behaviours
Consumer behaviors have changed radically in recent years, due to the impact of new technologies and economic booms. The experience of online commerce has contributed profoundly to the adjustment of attention: the immediacy and variety of offers available at every moment are a disruption of basic standards. With just a few clicks, consumers can compare prices, discover new products, and complete their trade without leaving their home, a convenience on par with physical commerce.
In the face of croissant inflation and a general level of livability, consumers have become more price-rational. They systematically search for the best offers and privilege alternatives that offer the minimum and ease of access. Online platforms, with their permanent promotions and personalized algorithms, respond to this interest by suggesting products adapted to each user’s profile. This model creates a form of dependence, whereby buyers are constantly exposed to attractive offers, which reinforces their support for benefits.
Reading speed is another factor behind this development. Services like quickbooks or like “same day book” were created with new standards as well as disruptive consumers. This immediacy enhances the appeal of online panels, which continue to invest heavily to speed up logistics chains.
In parallel, consumers are adopting more impulsive behaviours, encouraging marketing practices such as timely limited offers, flash or incentive outlets. These strategies increase the sense of scarcity and urgency, prompting buyers to pass on without too many surprises.
Is there a discrepancy in traditional sales?
With the advent of permanent promotions, accessible throughout the year, traditional sales, and other moments for consumers, which may increase their appeal. This phenomenon is amplified by fast fashion technologies and online boards, which offer regular sales and competitive prices without attending legal sale periods. As a result, other sales became a unique opportunity to market a good business, which today seems to be valuable to enthusiast buyers.
In order to survive in this new context, physics shops must innovate and reinvent. This is a revamp of the customer experience, providing new, modern and interactive spaces. Initiatives, such as organizing in-store events, offering workshops or made-to-measure services, or promoting exclusive collaborations with brands, can motivate consumers to return to boutiques.
Proposing high-quality, durable and ethical products, as well as a key strategy to attract a more rational audience through environmental and social gamification. Consumers look for transparency and prefer to invest in articles that align with their values, even that are cute and fun. By capitalizing on these interests, local commerce can break away from fast fashion and create a premium on trust with its customers. “The independent merchant is every artisan. This is an argument that needs to be false on the front foot. Fast fashion is not just settling on the belts of the merchant, it is also on the cells of the customers, who need to be sensitive to this.” Covid problematic, some people are heading to stores to buy clothes, as well as buying online, resulting in a lost sale through Toutefois, assuming that consumers continue to show up in store for good advice., poursuit-elle.
An opportunity for transformation
Finally, skimping on personal service is key. Fitness stores should exploit their ability to provide advice, human assistance and individual accompaniment, through elements that online boards can equally demonstrate. Services such as personal design, made-to-measure revisions, or the addition of custom-made software can enhance customers’ connection to their favorite ideas.
Despite these efforts, it is clear that conventional soldiers will likely not retreat for a few decades. The flexibility and immediacy offered by online commerce redefines consumers’ attention, at the expense of seasonal promotions. However, if fitness stores seek to adapt to new trends and offer a unique experience, they can turn this into an opportunity to revamp and revitalize local trade. For UCM, it is also key because public forces help traders in the attractiveness of urban centres. “It is wrong to envy people’s return to city centers.” Conclusion by Isabel Morgante.
