The summer sales, go! – Point

This Wednesday marks the kickoff of the summer sales. Although – or 30 – 40% are displayed for several days in store, and traders are hoping that a little sun will catch an early season morose. “Between the shadow of the attacks that continues to hover and winter weather cut spring that has any desire to buy sunbathing and light dresses, consumers have so far very few bought summer items. Hence perhaps a catch-up desire “hopes Wertel Daniel, president of the FFPAPF, the federation of ready-to-wear.

Especially a hot and sunny weather is expected on a most of France for the opening six weeks of bargain hunting after a lousy spring which decreased by around 6% of turnover in the sector, according to the same body.

a half mast appeal to consumers

department store side as the season has so far been mixed, with the spring French customers increased by 4% but a tourist attendance berne (around 20%) following the November attacks. But its director, Pierre Pellarey, wants nevertheless optimistic. “We have a lot of inventory to meet demand, the French are still susceptible to cuts, so this could all benefit balances. If, in addition, the weather could improve, we would have chances to make good sales, “he predicted.

A state of mind that does not share Daniel Wertel. “The price will certainly not restore the poor record of the season. For even assuming that sales volumes would improve, making sales at bargain prices will anyway totally destroy the possibility of margin “for traders, he says.

consumer side, the balances are certainly still expected, but their appeal is no longer quite the same as before.

competition from private sales

This year, 77.4% of French people intend to participate in the event, an erosion of 1.4 percentage points compared to last year, according to a survey added. Many are now followers of coupon shopping all year round. So a Odoxa survey for Unibail shows that 51% of French planned to make “balances before balances” through private sales, with a budget almost equally distributed between the two events (172 euros for the sales, 160 euros for sales private).

on a positive note, however, budget forecasts appear to rise (+ 28.6% by Toluna and 22.4% according Yugov), favored by a desire to catch up purchases ‘was not made until now because of the bad weather and the urge to buy high-tech equipment, stimulated by the “Euro 2016 effect”.

in the first discounts up to – 50%

to boost attendance, reductions in stock will be particularly attractive (- 40 to – 50%). This will be supplemented various animations (free breakfast, sports classes in the corridors of BHV) to try to re-enchant the event, especially the first day. Indeed, the opening arouses less enthusiasm. Now, only 6% of French people say ask a day to go balances the early hours. Shopping is organized lunchtime, evening or the first weekend.

Moreover, the balances are also getting on the Internet, with new services such as e- reservation clothing (Socloz), which are very successful.

other actors, like MyPersonal Closet, go even further and now offer benefit balances in cocooning mode, by bringing customers clothes at home so they can try them quietly bypassing stores.