The Secrets of Running a Successful Sale

Lessons from a Direct-to-Consumer Success Story [View on Web]( [Add to contacts]( [New reader? Subscribe]( [BoF]( THE DAILY DIGEST THE UPFRONT Dear BoF Community, Discounts are everywhere, and yet a few retailers, including Chanel and Nordstrom, still find ways to work customers into a frenzy around their sales. What's their secret? [Chavie Lieber has the answers.Â]( Also, Dôen, a Los Angeles-label that has had its share of setbacks during the pandemic, came up with a winning strategy that ensures its prairie-home-companion-style dresses remain a just-won't-quit object of desire. Chantal Fernandez [talked to the founders about what they've learned](. Brian Baskin, News and Features Editor TODAY'S MUST READ [Intelligence]( [How to Make Your Sale Stand Out]( BY Chavie Lieber [From once-a-year events to private access, retail experts and consumer psychologists share the best discounting strategies for getting customers to shop sales.]( NEW YORK, United States — Luxury shoppers often spend weeks biting their nails in anticipation of the day that Chanel’s private sales event arrives. Once or twice a year, select customers receive invitations to book appointments at boutiques and department stores to shop the prior season’s shoes, jewellery, read-to-wear, scarves and accessories at 40 percent off. Those not on the VIP list have to hope rarely discounted pearl brooches, tweed blazers and cap-toed square heels are still available when the sale opens to the public. At department stores, sales associates don’t always indicate which jewellery and accessories are marked down, so if you aren’t in the know, you might miss out entirely. Chanel’s discounting strategy would be hard for most brands to replicate – few can count on the same fervor from their customers. Many labels take the opposite approach, offering near-continuous sales that may boost revenue but at the expense of profit margins and reputation. But holding the right kind of sales can also boost profits and get shoppers excited. Now that fashion consumers are hesitatingly trickling back into stores, it’s crucial for brands to figure out how they can make their sales events pop. Retail and shopping experts say there’s an art to balancing frequency, price and merchandise. [Read More.]( Try BoF Professional for 30 days for $1/£1 [JOIN]( TOP STORIES [Intelligence]( [Lessons from a Direct-to-Consumer Success Story]( BY Chantal Fernandez [Dôen is in the rare position of having built a profitable business actually selling clothes. But the pandemic upended its production capabilities and ambitious goals for the year. BoF finds out what that means for the community-driven label.]( Try BoF Professional for 30 days for $1/£1 [JOIN]( [News & Analysis]( [#BoFLIVE: The Future of Physical Retail]( BY BoF Team [Watch Warby Parker’s Neil Blumenthal, leading retail analysts Sucharita Kodali and Sarah Willersdorf, and BoF's Lauren Sherman and Cathaleen Chen discuss how brands and retailers should redefine the importance of brick-and-mortar stores.]( Try BoF Professional for 30 days for $1/£1 [JOIN]( [News & Analysis]( [Live Blog: H&M Bets on Quiet Luxury, Vogue Joins the 15% Pledge]( BY BoF Team [Follow our live blog for continuous updates from the frontlines of fashion.]( [IN OTHER NEWS]( [Nordstrom Reports 53% Dip in Sales]( [J. Crew Wins Bankruptcy Exit Approval]( [DAILY DIGEST Fashion News from Around the Web]( 1 [The Fashion Industry Echoes Colonialism]( [THE GUARDIAN]( 2 [The Gap Between Retail’s Haves and Have-Nots Widens]( [CNBC]( 3 [Welcome To the Season Finale of Streetwear]( [HIGHSNOBIETY]( 4 [The Great Diet Crash]( [THE NEW YORK TIMES]( 5 [The Only Constant in Life Is Celebrity Beauty Brands]( [THE CUT]( BoF CAREERS - FEATURED JOBS  [Director of Growth Marketing]( [Harley-Davidson](  Milwaukee, United States  [Sustainability, Environmental and Social Compliance Manager]( [Zimmermann](  Sydney, Australia  [Wholesale Manager]( [Erdem](  London, United Kingdom [View All Jobs](  [Subscribe Were you forwarded this email? To subscribe to this newsletter, click below.]( for Free]( Follow Us [The Business of Fashion]( [Sponsorship & Advertising]( [About]( This email was sent to {EMAIL} [Add to Address Book]( | [Unsubscribe]( | [Edit Newsletter Subscriptions]( The Business of Fashion Moray House - 6th Floor · 23-31 Great Titchfield St London W1W 7PA · United Kingdom