Indies have hit out at My-Wardrobe.com’s decision to offer a 20% discount on spring product, with some stores saying they will drop brands included in the promotions.
The premium etailer launched a promotion in February offering consumers the chance to “snap a spring/summer steal”, with 20% off new season stock.
In an email to My-Wardrobe chief executive David Worby and seen by Drapers, Julian Blades, co-owner of Northeast designer mini-chain Jules B, expressed his “anger and frustration” at the situation. Blades told Drapers that as a result of the discounting he was “seriously considering” dropping Farhi by Nicole Farhi and culling other brands if the discounting continues.
Janine O’Keefe, co-owner of contemporary womenswear indie Okeefe in Esher, Surrey, said another promotion in which My-Wardrobe offered £50 off purchases over £250 had prompted her to drop Paul Smith Black after one season.
“It puts me off stocking similar brands,” she told Drapers. “For autumn I am dropping most of the big names.”
Steve Cochrane, owner of Middlesbrough indie department store Psyche, said: “I was flabbergasted to see they were already discounting.”
However Worby defended the campaign. “We’re committed to offering our customers the best value we can through a number of ways and, like a lot of other retailers around, we do acquisition campaigns periodically,” he said.
“This spring campaign was a good way to start the season off by attracting customers and it is very short term - as a luxury retailer we don’t offer blanket discounts.”