Flannels adds fuel to Grazia promotion debate

Designer mini chain Flannels has inflamed the debate about out-of-season promotional activity after it launched a 25%-off promotion with women’s glossy Grazia, just one week after York indie Sarah Coggles ran a similar 30%-off campaign with the magazine.

Flannels, which stocks brands including Paul Smith London, Luke and Vivienne Westwood and has 11 full-price multi-brand stores in key shopping locations such as Manchester, Liverpool, Leeds and Birmingham, took part in a wider Grazia promotion this week, joining high street stores such as Warehouse and Wallis in offering readers a 25% discount between October 13-21. In addition to offering the discount in its shops, it also gave shoppers a code to use on its website.

Last week, Sarah Coggles was lambasted by rival indies for offering 30% off more than 200 brands on its website, which the indies said had damaged the sector and harmed their own sales. Several indies remained incandescent that two of the leading multi-brand indies were discounting so early in the autumn season, particularly via their websites.

According to Drapers, Grazia does not charge retailers and brands to take part in its promotions. Instead, it uses them to drive newsstand sales of its magazine, which has a weekly circulation of about 228,700 copies.

Jan Shutt, owner of Sunday Bestin Rawtenstall, Lancashire, said she could understand the temptation of taking what was effectively a free full-page ad in Grazia, but added: “Where does this all end? This might be a quick fix for some retailers but it could change the shape of retailing forever. Why would anyone buy anything from a store if it can be bought cheaper online?”

Rhona Blades, co-owner of five-store north-east indie Jules B, added: “Everybody has to think cleverly but this is just wrong. This kind of behaviour is leading the industry nowhere.”

However, the attitude of some indies to the discount strategies had softened this week. One rival to Flannels said: “It’s a minefield out there and retailers have to take a realistic view. Each retailer needs to do whatever they need to do to keep their business healthy. No multi-brand retailer would choose to discount because the margins are so small, but the mild weather just isn’t shifting stock.”

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