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‘They kill brands like flies with their discount buttons’

September brings a new start in the fashion world and this year the month saw our 10-year anniversary.

If you had to ask me what has kept us going for 10 years I would say not having tunnel vision when buying, and changing our business every Monday morning by looking at it from the customer’s point of view. Tailoring is very strong at present for men, signature dresses for females, and Ugg and Hunter are still the big players in the footwear world.

Finding brands that do not sell well online is the key in retail, as the internet was going to be the death of the high street. That is, until the suppliers became switched on to the internet schoolboys that discount every Monday morning if they have had a bad week, and so stopped dealing with them. Etailers should have been thinking of ways to increase sales at full price, as they kill brands like flies with their discount buttons.

It was refreshing to see some major brands take steps to stamp this out earlier this year – my favourite saying is: “Turnover is vanity and profit is sanity.”

I’ve now altered that to read: “The internet is vanity and profit is sanity.” Discounters also ruin it for the companies that are trying to do it the right way online.

  • Danny Shiers, Managing director of young fashion indie Cube, Lytham St Annes

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