Über den (Un-)Sinn von Rabatten in der Textilbranche - NIKIN EU

About the (non)sense of discounts in the textile industry

Sale, clearance, last chance and other buzzwords light up when we stroll through the shopping streets or visit the online shops of various fashion manufacturers. Most of these offers promote the desire to buy and encourage consumers to make a purchase even though they do not need the product. Discount battles have a bad reputation – usually rightly so. We'll explain to you here why reduced prices aren't always pointless.

Sale, clearance, last chance and other buzzwords light up when we stroll through the shopping streets or visit the online shops of various fashion manufacturers. Most of these offers promote the desire to buy and encourage consumers to make a purchase even though they do not need the product. Discount battles have a bad reputation – usually rightly so. We'll explain to you here why reduced prices aren't always pointless.

SALE-Text an einem Schaufenster

 

Fast fashion and the seasonal discount wars go hand in hand. It is the principle of many fashion labels to only offer their products for one season and - as soon as the season comes to an end - get rid of them as quickly and cheaply as possible. There are also good reasons for sustainable fashion labels to drop prices. We would like to show you here why NIKIN also reduces the prices of certain products. And how you can benefit from the price advantages without feeling guilty.

The logic of fast fashion

Large fashion labels in the fast fashion sector bring new collections onto the market every week or every other week. Some of the new products are even offered directly as sale items. This is with the aim of enticing bargain hunters to make a purchase. The fact that resources are put into every piece of clothing is completely forgotten. Such products often lack longevity - this means that they end up straight in the bin after a maximum of one season. Today the stars' looks are often copied and reproduced cheaply. Just days after a celebrity wears a particular look, the outfit can be found in stores. In the textile industry we speak of “quick response”. The manufacturers hope to always meet the needs of their customers. But it also means that the lifespan of certain looks is only a few weeks.

How NIKIN develops collections

While fast fashion brands, as already mentioned, design and launch collections at a horrendous pace, we at NIKIN take a different approach. We put a lot of love into every new product, tinker around with new ideas for months and pay attention to every detail. The finished product is a sum of many work steps and many people involved - inside and outside NIKIN. This will not change even if you purchase the product at a reduced price.

Our product team begins developing their new treasures six months to a year before release. To do this, they talk to the marketing team, look for materials, discuss with manufacturers, develop designs, discuss colors, decide on sizes and so on. Until the finished product is available in our online shop, practically the entire NIKIN team is involved in the process and does everything to be able to offer the best possible product.

The downside of the long development process

The long path from the idea to the finished product is necessary in order to meet our own standards and to produce as sustainably as possible. The downside, however, is that we cannot react as flexibly to current events. This means that in warm winters, for example, our winter hats sell worse than expected. The calculation of edge sizes is also particularly difficult. And we admit, from time to time we overestimate or underestimate our customers' demand.

Sustainable design too

NIKIN has always preferred simple designs and colors. Of course, we could also pack crazy cuts, wild patterns or the latest trend colors into our collections - our product team would easily be creative enough to do that. However, NIKIN consciously decided against it. We want our products to be able to be worn for as long as possible. It is important that they never go out of fashion. That's why our products are timeless classics and can be used for a long time even by trend-conscious people.

Not just discounts

Throwing away is not an option for us. That's why products that we can't sell at a discount don't go into the bin. We sell these products at our outlet sales, pass them on to outlet partners or donate them. For us, discounts are not the only option for bringing products to men and women.

Slow fashion also has to make financial sense

Of course we could donate all of our products that we don't sell to those in need. But NIKIN must also act and function sustainably as a company. Our employees expect fair wages, the rent for our premises must be paid on time and supplier invoices must also be paid on time. When we donate products, we make a loss because our purchasing costs are not covered. We enjoy doing this every now and then, but we can't do it all the time for economic reasons.

From T-shirts to more sustainable living

Sustainable fashion has its price, we are aware of that. Even if we can make sustainable fashion affordable, our products are still more expensive than the cheap goods of some large fashion houses. Discounts are a good opportunity for lower earners and students to have their first experience with fair and sustainable fashion without putting too much strain on their wallet. And our experience shows: Some customers start with a TreeShirt, find out more about NIKIN and a more sustainable lifestyle and take small but steady steps towards a more sustainable lifestyle. We are therefore convinced that discount battles make little sense. However, it can definitely make sense to reduce prices in a targeted manner without forgetting the resources and work behind the product.

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