Leading apparel brands focus on full price sales during festive season

By

Maverick Martins

Published
Sep 28, 2016

Leading apparel brands Biba, Arvind Lifestyle Brands, Spykar said there will be no major discount in the upcoming online festive sales as firms focus more on full-price sales during this period.

Biba managing director, Siddharth Bindra said Diwali is a full price season for apparel, and variety and new collections would drive sales. "Online retailers are seeking exclusive tie-ups more than discounts," he told the Economic Times.

"We have a strict policy of not taking back unsold goods and we now see online companies ordering more prudently. We have also asked them not to use our brands for promoting discount days or deals as we are selling them at full-price," said J Suresh, managing director of Arvind Lifestyle Brands, which sells brands such as Gap, US Polo, Arrow and Calvin Klein.

The company also has an exclusive tie-up online with Amazon for its brand Aerpostale.

While there will be substantial price cuts for online exclusive apparel brands and private labels, which in any case have bigger margins, other brands aren't keen to sell their products with markdowns.

"It's not like we will miss the bus if we don't sell on discount. Online channel is here to stay and discounts will be mostly on old season merchandise or liquidation stock," said Sanjay Vakharia, director at Spykar Lifestyles.