Why We Sale
Some of our original Kuwaii customers (bless you and thank you for your loyalty!) may remember that in the olden days of Kuwaii, a Kuwaii sale was VERY rare. We would only ever mark down once per season, at the very end of the season, and we’d just mark down a really small percentage, only the few pieces that were literally the left over few sizes or styles that hadn’t sold yet.
We are so proud of our decisions not to mark down regularly. We choose a different path to the mainstream: we choose to produce such a small and curated amount of pieces that we essentially cut out requiring to go on sale and instead invested our energy into making a product that we could stand behind fully with our full integrity.
Our business grew, and one small shop eventually became three.
Firstly, having three retail stores and a busy online store mean that we need a lot more stock now than we did back in the old days! Our stores each hold about 200 items of clothing and 15 pairs of Shoes – then when you add in a few spare pieces in each colour and size – we’re talking about holding 500 items in each of our stores at any one time. That seems like a lot doesn’t it? But really, it’s a very, very small amount for a business of our size. We produce incredibly leanly, in small runs. So similar businesses to us that produce offshore might have triple that amount per store.
So our first point is stock: and when you have more stock, you have more chances to sell it. And being a seasonal business, our selling season is relatively short – sometimes a certain colour might not perform as well as we thought, or for a certain reason in production we may have a few pieces in excess. Having a flash sale helps us move some of those pieces, and in doing so, allows us to make valuable income which we can invest into our next season’s designs, or back into our staff, makers or improving our processes.
Secondly, while a sale is really, really important to a small businesses cash flow and stock management, the other amazing thing we see each time we run a sale is how many people wait, save up, and really plan and invest on their sale purchases with us. Everything we do is about being an alternative to fast fashion, so every person who saves up and buys from us on sale is a win for slow fashion. We know that buying locally made, quality clothing and footwear is an investment. And it’s not the cheapest option. We really value each person who makes the choice to shop consciously, and by offering them a sale to help them access our products: we don’t see this as a bad thing.
Thirdly we’d like to talk about the longevity of our product, and the secondhand resale value of it. We’ve always been so proud of the way our product wears and lasts: and the resale value that they hold. Kuwaii pieces are coveted second hand. They can sell for 30% of their retail value (something more worn) to 50% for something lightly worn. Our pieces are not throwaway fashion. They hold intrinsic value, made to last in quality but also in their timeless designs and fabrics.