Final Sale

Let’s put it mildly: sale is not our thing. Huge discounts, especially when done every few months, contribute to the devaluation of products a lot of people put their hearts and hard work into. That’s just not fair for all the parties involved. Because what is the effect of the sale on the different parties in the supply chain? What does it do to you as a consumer? And why did we stop with the seasonal sale?

Sale or discount?

Let's first explain the difference between sales and discounts, as we've noticed people need clarification. We don’t often offer discounts, but sometimes we make exceptions if it is part of a collaboration. A small discount can motivate consumers to try sustainable products over fast fashion and hopefully make them Kuyichi fans. Sale, on the other hand, is trying to get rid of 'old' styles to make space for the new styles.

How seasonal sale affects you

Now that we've cleared the air, we'll start with you as a consumer.  We believe you deserve to always pay the right price. For us, the value of our Pure Goods doesn't change over time. Therefore, we put effort into calculating the true value of our products. If a product is sold for, let's say, 50% of the original price, chances are the original price was too high to begin with, which seems unfair to us.

Sales also drive you to make more mindless and impulsive purchases. The concept of sale is based on the feeling of scarcity. The sense of ‘now or never’. But, how often did you buy something because it was a good bargain and didn't wear it at all? We’ve all been there. A good discount also temporarily makes you feel good. It almost feels like you saved money. Shopping sale gives you satisfaction in the short term, but it is often not a well-considered choice. In short, the sale concept taps into some default ‘flaws’ of our brains and drives us to make bad purchasing decisions.

How seasonal sale affects the retailer

From the consumer, we move to where you often buy your clothes: the retailer. Sale forces retailers into a financial squeeze. The consumer will simply buy a product at the lowest price possible, after all. So to sell their products, retailers are forced to drop their prices. For smaller stores, it becomes impossible to compete with the big players. If the retailer has to sell a product with a 50% discount, its margin is almost completely gone. We value all of our retailers, and by keeping our prices the same, we not only ensure them a fair margin but also encourage a fair game.

If you think about it, the sale means that the clothes are worth less after only a few months. It supports the belief that clothing is a disposable product that can be consumed only a couple of times before we throw it away.

Huge discounts contribute to the devaluation of goods that many people put their hearts and hard work into.

How seasonal sale affects the supplier

To have a sale season, you must have a temporary, seasonal collection. You have to make a few each year to keep up with the system and people’s buying habits. When you do temporary stuff, you squeeze yourself – and everyone you work with – into a fast-consuming mindset. Driving up the pressure deeper into the supply chain. 

Besides, the huge discounts result in the devaluation of goods that many people put their hearts and hard work into. It does not reflect the true value of a product. If a brand can sell its products for only 30% of the original price and still makes a profit, there's a big chance that the margins on the suppliers' end are unfair. To the supplier and the workers making your clothes.

These shorter seasons pave the way for the fast fashion concept, while slow fashion is the way to a sustainable future.

Why we stopped with seasonal sales

The sale season starts earlier every year, making the ‘fashion seasons’ shorter and shorter. These shorter seasons pave the way for the fast-fashion way of thinking. We want people to slow down instead. We, at Kuyichi, work very hard to perfect our pure goods and make them as timeless and durable as possible. We only launch them when they’re ready for it, and we keep them in our collection as long as people wear them with love. This isn’t always easy because our industry demands the opposite. But it’s what we stand for, and that’s why we’ll keep doing this.

— Buy something because you love it, not because it’s cheap. —

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Nachhaltiges Kleding seit 2001