As many people may know, ³§¨¦³ú²¹²Ô±ð does not rely on discounts. The above chart informs us that average?discount rate over the last semester was only 5%. It¡¯s in fact price adjustments to optimize sales rather than traditional discounts.
Recently, ³§¨¦³ú²¹²Ô±ð offered unsold products under the name?Archives. This is one of the few tricks the brand cleverly uses to maintain desire, a core?knowhow.
The drop strategy
³§¨¦³ú²¹²Ô±ð¡¯s offering strategy is based on a mix?system of product delivery?:?a permanent collection and regular limited-edition drops.
The limited-edition drops are products on a discount available for a short period of time. The message is clear?:?buy it while it¡¯s hot, soon it will be gone !?The brand uses this strategy to quickly sell remaining stock and bring new products to customers. ?
This strategy is familiar to luxury brands to help maintain desire. In that sense, ³§¨¦³ú²¹²Ô±ð is unique compared to direct competitors by applying a successful strategy from other markets.
The color palette
One might think that black would be a significant share of?³§¨¦³ú²¹²Ô±ð parisian fashion?color identity for its products. But interestingly, this is not the case. The French brand¡¯s collection is colorful with only 10% of black compared to an average of 30% for other brands.