11/25/2018
What is the deal with Black Friday anyway? Part 3 of 3:
So we've already talked about the industry factors behind sales, as well as the psychology that mass discounting encourages in shoppers. With all this in mind, what does it really mean for independent labels - and why do you still see them going on sale from time to time?
One scenario is that this independent designer only manufactures locally in Sydney using the highest quality silk in very small runs, in order to avoid overstocking and fabric waste; which then means that they do not play into the discount cycle necessary for getting rid of excess stock. Timeless design mean that they are not cycling through designs that are only "in style" for one season, only to become "old season" stock after a few months.
Despite this, of course independent labels do sometimes still go on sale. Sometimes designers feel that they have to, in order to compete. Often, it's to give customers an entry point to "try their brand" for the first time. Some designers do it often, some view it as a rare necessary evil, while some others never discount. It's a question of perception of value, and simply, sustainable business practices.
The point of all of this is simply to ask you to look beyond the BLACK FRIDAY headline and consider the shades of grey.
Instead of buying a whole bunch of discounted stuff from the big brands, invest in a single timeless item that will last you for years, which will yield you repeat wearability (plus a tonne of compliments along the way) - and will make one person, your friendly Australian designer, very very happy.
Here's a gorgeous example of a timeless piece, made in Australia, 100% silk and endlessly versatile. This silk slip from Lustr family label is, like most independent designer pieces, worth every dollar for quality, the wear you'll get out of it, and the proverbial blood, sweat and tears behind the business.
