The autumn-winter discount season this year has been shorter and a muted affair compared to last year. Apparel brands are not complaining as they strive to sell more at the full price, but analysts warn it won’t be any easy task.

Last year, after sales suffered during Diwali, winter inventories piled up and apparel retailers ran the end-of-season sale for 50 days till the first week of March.

This year, the discount period, which began around January 15, is largely set to wrap up by this weekend itself.

Jacob John, Brand Director, Louis Philippe, says, “We had a good festival and wedding season. So, our winter discount inventory has fallen by 20 per cent over last year. We are also offering lower discounts than last year.”

Indian Terrain’s Senior Vice-President, Amitabh Suri, too says there is less of discounted stock and discounting than last year. Last year, Indian Terrain offered discounts of 40-45 per cent; this year it is 30-35 per cent, barring the occasional flat 40 per cent off.

inventory planning

This is also a result of better inventory planning, says Ankur Bisen, Associate Vice-President, Technopak Advisors.

“Last year, retailers were relentlessly focused on discounts which ran almost through the year. Now, retailers, especially big players, are realising the need to retail at full value price. But it is not going to be easy, especially for smaller retailers,” says Bisen.

Brands have already started rolling out spring-summer merchandise at their stores. “The discount period is when footfalls are better than usual. So, it is a good opportunity to showcase our upcoming range so that we woo discount shoppers with fresh full-price merchandise too,” says Suri.

Even as apparel retailers hope for a good run this year with the promise of peppier and slimmer outfits, the economic indicators are still not upbeat, caution analysts. “Growth is still slow. I don’t see a dramatic change in spending this year,” says Bisen.

swetha.kannan@thehindu.co.in

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