Question

Topic: Branding

Hurting Brands By Discounting

Posted by Anonymous on 12/19/2004 at 3:30 PM ET 200 Points
my ? is, should one of the finest shirt brand serving premium customers , play end of season sale game, where the premium shirts are cleard or sold off at a massive discount.

how does this affect the brand image?

Is this act called a marketing stratagy or tactics?
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RESPONSES

  • Posted by SRyan ;] on 12/20/2004 at 2:30 AM Accepted
    Agreeing with JB and D4D here...

    Discounts on premium clothing don't hurt the brand, as long as your "clearance sales" aren't happening 26 times a year.

    For customers who are already loyal to your brand, it's a good opportunity to reward their loyalty. They love getting advanced notice of an upcoming sale, for example.

    And let's face it, it's a sensible and common practice for good inventory management.

    Shelley ;]
  • Posted on 12/20/2004 at 10:33 AM Accepted
    Even ultra premium brands like Zegna and Blahnik have sales. No bad impact. In fact secret sale events create "buzz" for them and creates more demand. As for a premium brand.....that would be in the eye of the consumer. What is premium to me may not be premium to you.
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