The writer sheds light on the relentless cycle of sales that is eroding the essence of fashion brands. With constant discounts driving down quality and creativity, the industry faces the challenge of reclaiming its identity amidst a sea of bland and disposable fashion.
In today’s retail landscape, it’s rare to pass by a shop without seeing the familiar, “SALE” sign plastered in mall windows and on websites. What once marked a seasonal clear-out has now morphed into a perpetual marketing tool, raising critical concerns about its effects on the fashion industry. Sales are no longer occasional—they are constant. This has reshaped not just consumer behaviour but the very essence of fashion itself, leading to a race to the bottom in terms of quality and creativity.
The Delulu of a Bargain
Fashion brands, whether big or small, have conditioned consumers to expect discounts as a given rather than an occasional treat. But the truth is, these sales are often less about clearing inventory and more about manipulating consumer psychology. Prices are inflated beforehand, allowing brands to offer a so-called “discount” that still ensures healthy profit margins. The illusion of getting a bargain drives consumers to buy more, and faster, filling their wardrobes with disposable pieces.
For the average Pakistani customer, it’s increasingly difficult to differentiate between mass-market or high-street or luxury designer brands. This confusion only adds to the pressure for brands to compete on price rather than on quality or design, with many consumers making price comparisons based on their personal perceptions. But this short-term gain for consumers comes at a long-term cost to the industry.
Questionable Quality
As discounts become more prevalent, quality takes a back seat. Mass production has accelerated, with brands churning out cheaper garments at faster rates to meet the demand for frequent sales. The result? Lower-quality fabrics, subpar craftsmanship, and garments that barely withstand a few washes before showing signs of wear. We all saw images of clothes literally falling apart right on the first day of Eid. Yet, because the initial price was low, many consumers overlook this degradation, reasoning that they can simply buy a replacement during the next sale.
This cycle is perpetuated by the constant availability of cheap fashion (often imported from China). Brands that fail to differentiate themselves find it harder to resist slashing prices to clear excess stock, creating a vicious circle. As Henk Hofstede, a retail expert, once mentioned, “If you’re doing the same as your competitor, the only thing left to compete on is price—and you’ll never win on that.” We all remember what happened to cellular services brands early in 2010s.
The “Blandification” Era
This obsession with discounts has contributed to what can only be described as the “blandification” of fashion. Once an industry defined by innovation, daring creativity, and fine craftsmanship, fashion has now become homogenous. The same trends, colours, and designs repeat endlessly, as brands focus on “producing what sells” rather than pushing the boundaries of style.
For example, the endless variations of block prints for women or the monotone co-ords seen everywhere in Pakistan last season are now joined by another repetitive look for men—roomy linen pants and polo shirts for men, passed off as “old money” aesthetics. The result? Fashion, instead of inspiring individuality, feels like it’s stuck in a loop of reruns.
Missing: Fashion Editorials
Another casualty of the sales-driven mindset is the demise of fashion editorials and campaigns, once a cornerstone of the industry. As print magazines have dwindled, particularly in markets like ours, brands have shifted their focus to social media, relying on algo-guided and influencer-driven content. However, the depth and narrative power of fashion storytelling have been lost.
Where once a carefully curated editorial told the story of a collection or a designer’s vision, today’s fashion marketing is fragmented, reduced to single images designed to spark a quick purchase. The clothes themselves have taken a backseat to the lifestyle they supposedly represent. As fashion becomes a prop in an influencer or celebrity’s (if you are a big brand with money) Instagram post, the artistry of the garments themselves is often overshadowed. Mind you, the influencer has another post of a pretty shalwar kameez from another brand lined up the next day.
The Price of it All
The constant drive to sell more at lower prices is not sustainable. Brands not only run the risk of becoming “deal busters,” conditioning consumers to believe their products are not worth full price but they also risk becoming “another brick in the wall”. Once that perception sets in, it’s incredibly hard to reverse. The real cost of perpetual discounts is the erosion of brand value, the flattening of creativity, and the homogenisation of products.
As the Pakistani fashion world moves forward, it’s essential for brands to ask themselves the hard questions: What makes us stand out? How can we offer products that are not only unique and of quality but also tell a compelling story? Without a clear answer, brands both big or small risk being caught in a downward spiral, losing not just their identity but their future viability in an ever-crowded market.
In a landscape dominated by sales and bland brands, the real challenge now is to break free from the hamster wheel and rediscover the creativity and quality that once made Pakistani fashion more than just a jora in a packet.
P.S. Having stampedes and overcrowded retail stores is nothing to be proud of. These scenes do not serve as indicators of a brand’s desirability. If you’re selling clothes at the price of a cup of coffee in a hyperinflation-stricken country, people will naturally flock to your stores. But as marketing practitioners, we need to do better—and think better. It’s time we elevate the conversation, moving beyond price wars to focus on genuine value, craftsmanship, and meaningful brand stories.