What has long been a winter handicap due to a lack of cold, this year will invert that pattern in summer: a lack of heat. Yet, curiously, few of the players in this fashion dance known as the sales season hold pessimistic forecasts for the campaign. From five sources polled by a regional publication, all five converge on a summer discount period characterized by a wider assortment, unusually generous offers, and a consumer prepared to respond to such a favorable lineup. One executive summed it up this way: the advice to loved ones is to take advantage this year, especially at the season’s start, because there will be plenty of product and many discounts.
What makes this summer campaign slightly different from recent years is the weather. With spring temperatures lingering, shoppers have delayed buying beachwear and sandals, so stores that have already displayed these items arrive at the campaign with ample stock. In many cases, sellers may have little choice but to reduce prices more than they would prefer. Still, considering that the heat is expected to coincide with the moment when major sector players like Inditex, El Corte Inglés, and Mango roll out their discounts, it seems more likely that any price drop will be offset by higher overall sales.
“We are a sector that is influenced heavily by the weather, much like beer or ice cream,” explains David García Uslé, the executive director of Modacc, the Catalan textile industry cluster. “When warmth arrives in May, many more beers are sold than when it comes at the end of June, and unsold bottles cannot be recovered. The same happens in fashion: if the climate does not align with the season’s entry, stock can pile up. That is what will happen this time,” he notes. While acknowledging that this harms brand profitability, he also emphasizes a benefit for customers: “It is a good moment to gear up because there will be numerous opportunities.”
Regardless of heat or not, consumer activity has remained robust for months. In May and June, shoppers have been active, and retailers report solid demand for their own product ranges. A spokesperson from the Catalan retail association states that spring and early summer shopping will resume, while also noting that earlier months included some slow periods. The official adds that while a few months were disappointing, merchants remained hopeful that the summer sale would attract broad participation and that the assortment and discounts would be compelling.
The perspective of family-owned comercio
Grassroots perspectives from the Catalan family business sector align with some uncertainty, as expressed by the regional Retail Family Association. The vice president explains that the traditional summer sale typically served as liquidation after the season ended. In the past, sales began on August 1, then shifted to July 1 under market pressure, but that date has blurred again. From their view, it feels contradictory and a poor move to discount summer garments that have barely been tried in the market, though they feel compelled to participate because staying out is not an option.
What they have gained is an extra week of margin. Although it initially appeared that the unofficial start of the season would trigger sales last week, most retailers have synchronized to begin offerings after the Saint John festivities. Some sources interpret this as a strategy to extend summer wear sales without discounting too early and to distance themselves from a holiday that could pull people away. In any case, two of the interviewed firms share a common message: they anticipate a campaign with meaningful, strong, and powerful discounts and a wide array of products to offer shoppers.[Source: El Periódico]