Fat Face has launched a price promise to reassure its customers it will not slash prices in the build-up to the Christmas period.
The retailer wants to guarantee customers that the price of anything they buy over the festive season will remain the same and has promised to refund customers the difference if prices are lowered.
Launching on November 16, a week before discounting phenomenon Black Friday, the price promise will run until Christmas Eve.
CEO Anthony Thompson has previously spoken out against widespread discounting in Drapers, warning that the constant cycle of lowered prices risked ‘making zombie retailers out of us all.’
He urged retailers to invest in young talent in the industry and called for greater leadership and courage from those at the top of clothing businesses.
“So, rather than engaging in a discounting price war with each other, imagine a retail world where we put our energy into figuring out how to differentiate by designing new, innovative, quality products that people really want and get excited about again. We could then start to measure the health of our market with full-price like-for-like sales and the discounting zombies will wander elsewhere.”