Why we don't do flash sales
No countdown clocks, no compare-at theatre, no discount games. One price, shown before you choose. Here is why.
Every fashion site runs the same play: inflate the compare-at price, run a perpetual sale, add a countdown timer, and make the customer feel they are getting away with something. It works once. It does not work twice, and it does not build a brand.
The cost of the game
A customer who buys on a countdown is not buying the piece. They are buying the discount. Next season they wait for the next sale, and the brand has trained them to never pay full price. The margin goes to the promotion, and the product is never the point.
A price you can trust is worth more than a price that's low.
— the studio
What we do instead
One price, shown before you choose. It is the price we think the piece is worth, and it is the price it stays at. When a piece leaves the edit, it leaves at that price. There is no sale because there is nothing to discount from.
The honest exception
Pieces that are genuinely at the end of their run, in limited sizes, may be marked down once. That is clearance, not a sale, and it is labelled as such. The distinction matters: a sale implies the original price was inflated; clearance implies the piece has reached its natural end.
The result
A customer who buys here knows the price is the price. That trust is worth more than any conversion bump a countdown timer could produce, and it compounds every time they come back.
More from the journal.
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