Peau-Ethique and the Sales

It's ambivalent, isn't it, the month of January when you're an ethical consumer. In one sense, like everyone else, you want to shop the sales, and in another sense, you think (well, I personally do, so maybe I shouldn't generalize from my own case), "I want to buy something, but does that mean the price isn't fair all year round?"

We always come back to the fair price. I think there can be different degrees of interpretation; mine is quite simple: it's fair for the entire chain. Obviously, buying at a fair price has a cost. Like eating organic. Like using organic cosmetics. Taking care of the planet has a cost, but I tell myself that many small streams make a mighty river.

To get back to the sales, as you know, we won't be having a sale. We'll be offering a promotion on a range where we no longer have all sizes, one we've had for a very long time. But in short, we don't have a big sale because, as mentioned earlier, prices are fair all year round.

We could, in essence, have a sale, increase margins, and allow ourselves to sell a product at a discount for a month, only to sell it at full price again a month later. But that would mean treating the consumer like an idiot.

It's hard to change habits. It's hard to tell yourself, "I buy less, but my underwear costs €15, well, that's normal."

I won't hide the fact that, despite everything, as a good ambivalent person, I've favorited ethical shops where I couldn't buy in December (due to finances), and I tell myself that if they have a sale, all the better for me, and if not, too bad, because I need them.