Kent indie Bagga Menswear has launched an innovative promotion to fight back against department store pre-Christmas discounting.
Shoppers buying from the store’s website at www.baggamenswear.co.uk between November 26 and December 4 will receive a full refund if it snows on Christmas Day this year.
As Drapers went to press, the first day of the promotion had already caused a 15% uplift in hits on the site. Weekly sales were also up 25% on the same week last year and owner Dave Lomax said he expected that to escalate as word of the promotion spread.
Lomax decided to run the offer to remain competitive during the pre-Christmas period when department stores, some of which sell the same brands as Bagga Menswear, go on Sale.
He said he had worked out a strategy to protect the business if it did snow but declined to give further details.
Lomax said: “Christmas used to be a great time for retailers but high street stores are ruining that as they deliberately buy too much stock to go on Sale earlier and earlier. Independents now need to do something quirky and with viral potential to boost sales without resorting to discounting.”
Bagga Menswear, which stocks brands such as Adidas Originals, Evisu and Luke, now does 90% of its business via its website.