We have all experienced that annoying moment when you buy an item then two weeks later see it reduced in the sale section of the store – worst of all you haven‘t even used/worn the product!
Many high end designers choose not to put their products on sale so their brand will be interpreted as exclusive. Some consumers can be suspicious of discounts as it makes them question why it is on sale and wonder if it is undesirable and does not sell well. Customers often believe they get more for their money so reductions make them question the item‘s quality.
Designers such as Louis Vuitton, Rolex and Hermes rarely feature their products on sale. This is to remain exclusive and reinforce the brand values. Classic Chanel bags such as their iconic recognisable 2.55 bags never go on sale, in fact these bags overtime increase in value. However seasonal Chanel does go on sale possibly due to their style being more trend lead which could result in the design being dated. Their timeless designs which are also their most popular are seen as investment pieces and go up in value so having even a seasonal discount to the product could make it lose its appeal. The majority of shoppers associate sales with manic crushes, long queues and disorganised mess of clothes and accessories, not exactly appealing. When planning on making an extravagant purchase you want the atmosphere and interior to match the price tag you are paying.
Buying a product from stores such as Louis Vuitton, Chanel and Hermes is not simply ‘shopping‘ but an event. The effect of the brands choosing to not have sales often gives their customers a sense of security that their precious new purchase won‘t be available at a slashed price anytime soon.
