Department store retailer Debenhams turned the convention of the sale on its head by reducing prices at the start of the Autumn/Winter season, rather than the end of it.
The innovative move sees tens of thousands of new season lines reduced by up to 25 per cent, across new to store stock including womenswear, accessories, menswear, childrenswear, home, cosmetics, lingerie, sports and leisure and gifting.
The move will no doubt be popular with consumers, with many remaining cautious due to the continuing, challenging economic climate following spending cuts and the ‘will we, wont we’ double-dip recession debate.
So extensive are the ‘introductory offers’ that even top designers – Betty Jackson, Julien Macdonald, Jasper Conran, John Rocha, Matthew Williamson and Henry Holland – will see their exclusive to Debenhams, diffusion collection prices fall just before their mainline offerings grace the catwalks at London Fashion Week.
“Retailers discount at a time that suits them to help sell tired end of season stock,” said Michael Sharp, Debenhams deputy chief executive.
“This move turns that idea totally on its head. It offers customers discounts across the store on the very latest products, meaning they can pick up this season’s must-haves at sale prices,” added Michael Sharp.
“I have said it before and I will say it again. We are more determined than ever to deliver designer clothes at prices everyone can afford. Nowhere else on the high street can you see so many fantastic offers all under one roof.”