Winter sale — Some say due to losses, others say a market gimmick

Shivani Bhakoo

Tribune News Service

Ludhiana, December 14

Many leading brands, be it domestic or international, have started selling their stocks at discounted rates even as winter is yet to become intense. A few woollen manufacturers say since winter is late and stocks are piled up at their showrooms, they have offered discounts to make up for the losses.

There are other manufacturers who feel it is a marketing gimmick. The stores first put up price tags three times the actual price on their goods and within days, they start offering discounts to attract customers.

Darshan Dawar, a manufacturer of woollen items, said he was supplying stocks to multiple stores. “It is an average season. The manufacturers are not in real losses. Big showrooms put up exorbitant price tags on their goods and within a few days, they start offering discounts. The tags carry prices generally three times the actual ones. Customers find these sales very lucrative. They feel they will get good stuff at cheap rates. But this is a marketing trend to lure customers,” said Dawar.

Another manufacturer, having multiple showrooms not only in India but also abroad, said: “We put stocks on sale this time in December. The reason being the biting cold has still not arrived and there are piles of stocks dumped in my stores. The discounts attract customers and we are able to clear stocks.”

He said international brands, such as Zara and H and M, start clearing stocks at much cheaper rates than that offered by the local brands.

Meanwhile, a salesmen at a retail showroom said customers were not buying heavy stuff, such as overcoats or warm jackets. “They are buying light stuff in jackets and pullovers. There is no fun buying heavy woollens, especially when the biting cold lasts just a few days,” said Sonu, a salesman.