Réductions, soldes ou promotions... un grand piège pour les consommateurs !

Discounts, sales or promotions... a big trap for consumers!

Posted by Marketing Melissa on

The sales are here, the bright and colorful posters in shop windows, the advertisements on social networks, the whirlwind of people coming and going with shopping bags. Why are we such easy prey to buy more during sales?

With so many advertisements and information, how can we expect the brain not to feel tempted and not want to buy?

Discounts advertised by stores, especially clothing and shoe stores, although they appear prominently on festive occasions, and occupy most of the windows, and banners appear, some of which indicate huge discounts, sometimes reaching 75% and 80%, but a lot of people consider it all fake discounts, and a method to trick people, when they find out the increase in the value of the goods being sold, then advertise the reduction, or bring in goods from lower quality and lower price.

Sale and ecology: two opposing practices?

Even if you've followed a few simple tips for having a green New Year's Eve, some people are probably wondering how to behave during the winter sales, does it really make sense to buy during this period?

Concretely, walking the streets of our cities and shopping centers to renew your wardrobe and offer gifts of all kinds contributes to the economy of countries, helps merchants to sell and improve their products.

But at the same time, all these new purchases increase the pollution of the planet! Indeed, they are no longer satisfied with a Spring/Summer collection and a second Autumn/Winter novelty. The irresponsible practice of “Fast Fashion” causes brands to release new collections every month or more on a regular basis. This marketing ploy naturally pushes customers to spend more, as they are increasingly tempted by the products that come to refresh store shelves. It's not uncommon for people to buy clothes and products of all kinds that they only use once or twice. None of this is good for the planet.

Is it possible to apply a balance strategy that respects the environment?

When you look at the damage that the textile industry has caused to our waterways, it is almost impossible to think of promotions and ecological sales.

However, a growing number of brands are advocating a more ethical relationship with fashion and greater transparency with their customers, they are rethinking behind the scenes of production to transform their relationship with consumption, including fair prices and end-of-season discounts. year.

The strategy of the Melissa France brand and its position vis-à-vis the sales

During the sales, it is the unsold that are put forward. However, unsold items are by definition items that brands have struggled to sell in sufficient quantities. So, in order to get rid of them, their only recourse is to create a need in the consumer.

At Melissa , we produce only two collections per year, these collections are launched respectively in spring and autumn each year. This means that we don't have to get rid of the products since they are still part of a new collection.

Moreover, being a vegan and eco-responsible shoe brand, this overselling practice does not go with our brand ethics.

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