Sale or no sale?

Good question, isn't it?

For a conventional fashion e-shop, the question doesn't arise, you just have sales, full stop. That's the nature of fast fashion. You have to clear out the winter collection to make way for the summer collection, and that's in standard boutiques that only have two collections a year. Otherwise, there's pure fast fashion with many collections per year, and there, well, you have sales.

Before (meaning when I was a student, therefore a fast fashion consumer) I didn't ask myself all these questions, I loved to consume and I must say I looked forward to sales with a certain impatience, that of getting a bargain.

That was before.

I wasn't aware of the real cost of a garment. Sweatshops and all that were unknown to me. Yes, it was made in Bangladesh or elsewhere... it was pretty, fashionable, all the girls dressed in the same brand, but talking about fair trade in fashion was a giant leap to take.

Be that as it may, now things are changing, mentalities are evolving, organic cotton has entered the mainstream...

But one question bothers me: How do brands that offer huge sales (60%) manage it? Does that mean the consumer who buys at the normal price is taken for a fool beforehand?

And yes, because now I'm on the other side of the machine, and let's be honest, those who offer monstrous sales are the ones who make the most profit.

We don't have sales, primarily because we're separate from the collection rhythm; we don't have a spring/summer and autumn/winter collection. Yes, I know it sounds strange, and yet we're in cotton lingerie! However, we do offer promotions on collections that we've had for a while, where we no longer have all sizes. This is the case for our silk lingerie, which is always at -20%.

On the other hand, we practice fair prices all year round, by which I mean fair for the person who made your organic lingerie, for us who create and sell it, and for you who buy it.