It was a surprise to have Rich Mnisi and then Lukhanyo Mdingi announcing sales in such a short time of one another but from what I’ve heard the Lukhanyo sale was a success. Sales are always tricky, for the reasons you’ve mentioned, plus when you’re positioning yourself as an ethical/sustainable alternative, you don’t want to play into mass market tactics. I think the key is being highly selective about how often and how they’re done. Like the pop-up for Lukhanyo’s sale was genius. Most of the brand’s fans haven’t been able to interact in person with the garments and it may have gone a long way towards building or further establishing trust.
It was a surprise to have Rich Mnisi and then Lukhanyo Mdingi announcing sales in such a short time of one another but from what I’ve heard the Lukhanyo sale was a success. Sales are always tricky, for the reasons you’ve mentioned, plus when you’re positioning yourself as an ethical/sustainable alternative, you don’t want to play into mass market tactics. I think the key is being highly selective about how often and how they’re done. Like the pop-up for Lukhanyo’s sale was genius. Most of the brand’s fans haven’t been able to interact in person with the garments and it may have gone a long way towards building or further establishing trust.
I like your take. Physical interaction and more accessibility in general is so important. It's good to see our industry evolve like this.