Nearly half of retailers want to move sales to August: “Especially with such a wet spring, discounts in July simply come too early” (Antwerp)

The seasons are increasingly intertwined, so it would not be illogical if the sales did not start until 1 August. That is the opinion of many traders in Flanders. “At the moment, many retailers feel that the summer collection has only just been hung on the shelves and that they already have to sell everything at a discount,” says Nico Volckeryck, regional director of Greater Antwerp at NSZ.

“The rainy months meant that customers were not in the mood to buy summer clothes. It would give retailers a bit more margin to start the sales in August.” The survey does show that almost 95 percent definitely want to keep the sales period. “It gives an extra boost and also attracts shoppers from abroad.” (Continue reading below the photo)

“At the moment, many retailers feel that the summer collection has only just hit the shelves and they already have to sell everything at a discount.”

Nico Volckeryck

Regional Director Greater Antwerp of NSZ

READ ALSO. No overcrowding, but a pleasant hustle and bustle on the first day of sales: “Shoes for 7 euros, that’s not bad”

Dinah Maes, who has a clothing store with Danish fashion in the Nationalestraat with Bitta Kai Rand, is an advocate of not starting the sales until August. “That idea has been around for a long time among many shopkeepers. Now we have to discount summer clothes too quickly, while holidaymakers and tourists still like to buy summer clothes. Those who can wait until August can then make good bargains.”

For the winter, Dinah Maes would also prefer to see the sales move to February. “In the past, most people bought a costume or a party dress for Christmas and New Year, but now that is only a select audience. With sales in February, you can give the city center a boost in February.” (Continue reading below the photo)

Wim Billen of Sincerely Valentine in Kammenstraat and three other locations in Antwerp city centre would also prefer the sales period to start in August. “I would definitely give that a chance. The seasons are shifting, so it is not illogical that people buy their summer clothes later. Most customers will understand that. I do think it is important to communicate about it well, also in campaigns for foreign tourists. We do not want to miss out on the sale hunters from neighbouring countries.”

To start the winter sales a month later, Wim Billen finds that less obvious. “Whether you still sell party clothes in February? That might be more difficult. The winter collection will definitely be in the shops from October, so then you have enough time to sell them.”

“Not in favor”

Mode Unie is not in favour of postponing the sales period. “The sales legislation regulates the ban on selling at a loss and is a complex dossier that must be treated with caution. There are many factors that must be taken into account and maintaining the legislation is of great importance to maintain the level playing field between independents and large international chains,” says Isolde Delanghe, director of Mode Unie. (Continue reading below the photo)

“I think it is important that there is good communication about it, also in campaigns for foreign tourists. We don’t want to miss the sale hunters from neighbouring countries”

Wim Billen

Sincerely Valentine

At the end of last year, Mode Unie also organised a survey on this subject, which was completed by 1,334 retail outlets. “Our survey shows that 50 percent of retailers want to retain the current sales legislation, 1.2 percent have no opinion and 48.8 percent are in favour of a shift. There is no clarity about the date of the shift or the duration of the period. Due to the great division, Mode Unie maintains its position to allow the sales periods to continue as the legislation currently provides. The current legislation also offers a fairly complete ‘toolbox’ to hold commercial actions during the season, with the climax of the sales as a unique moment at the end of the season.”

“The sales legislation regulates the ban on selling at a loss and is a complex dossier that must be treated with caution. There are many factors that must be taken into account and maintaining the legislation is of great importance to maintain the level playing field between independents and large international chains”

Isolde Delanghe

Director of Mode Unie

Since when is the sale period fixed?

Between 14 July 1991 and 5 November 1993, the sales period started in the third week of July and the third week of January. The sales period had already lasted a month then. In November 1993, the start of the sales was brought forward to 1 July (until 31 July) and 3 January (until 31 January). This happened at the time after two extensive surveys showed that a majority of traders wanted to bring the sales forward.

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