Summer 2022 sales: imminent kick-off!  Dates and info

The 2022 summer sales start in a few days! In the meantime, most brands are offering very interesting private sales. Here’s everything you need to know to make the most of this promotional period.

Only a few more days of patience before the 2022 summer sales. the Wednesday, June 22 from 8 a.m., stores and websites will display irresistible discounts on spring-summer 2022 collections. During four weeks, fashionistas will be able to shop the hits of the season at low prices. Pretty floral dress, slogan T-shirt, low-rise jeans, printed skirt, floaty blouse… The summer must-haves are waiting for you! For merchants, these 28 days of reductions, which will end on Tuesday, July 19, will be the time to make room on their stalls before welcoming the fall-winter 2022-2023 collections. If the most beautiful pieces are generally found the first week, the second and third markdowns make it possible to make real bargains for complete your wardrobe at low prices. In addition, since 1er January 2022, due to the anti-waste and circular economy law (AGEC), ready-to-wear labels (among others) have no no longer the right to destroy their unsold under penalty of hefty fines. In other words, they have an interest, more than ever, in liquidating their stocks. So on your marks, get set, shop!

What is the date of the 2022 summer sales by region?

From Wednesday June 22 to Tuesday July 19, the summer sales 2022 will take place in most French regions. But some French regions are not affected by these dates. These are the Overseas departmentswhere the seasons are not the same as in mainland France, and departments favored by holidaymakers during the summer, namely:

  • them Alpes-Maritimes : the summer sales will take place from Wednesday 6 July to Tuesday 2 August.
  • them Eastern Pyrenees : the summer sales will take place from Wednesday 6 July to Tuesday 2 August.
  • Saint-Martin : the summer sales will take place from Wednesday 6 July to Tuesday 2 August.
  • the Corsica : the summer sales will take place from Wednesday 13 July to Tuesday 9 August.
  • Saint Pierre and Miquelon : the summer sales will take place from Wednesday 20 July to Wednesday 10 August.
  • The meeting : the summer sales will take place from Saturday September 3 to Friday September 30.
  • The Guadeloupe : the summer sales will take place from saturday september 24 to friday october 21.
  • Guyana : the summer sales will take place from Thursday 6 October to Wednesday 2 November.
  • The Martinique : the summer sales will take place from Thursday 6 October to Wednesday 2 November.
  • Saint Barthélemy : the summer sales will take place from Saturday 8 October to 4 Friday November.

If in winter, the border departments of Meurthe-et-Moselle, the MoselVosges and Meuse align with the dates of the Belgian sales, in the summer, the promotion period is the same as in the rest of mainland France and will therefore begin, in 2022, on Wednesday June 22.

How long are the 2022 summer sales?

Between Wednesday, June 22 and Tuesday, July 19, 2022, these are four weeks that will allow fashion fans to redo their wardrobe at low prices. In fact, this duration is fixed by the decree of May 27, 2019 and is not intended to be extended except in exceptional cases. For example, the 2021 winter sales had been extended by more than two weeks to allow traders whose stores deemed non-essential had been closed during the fall to sell off their stocks. Moreover, each season before the sales, the brands that so wish organize what they call Private sales. But what is it, exactly?

What are private sales?

Generally organized a few weeks before the official sales, the Private sales allow customers to buy clothes at discounted prices without fear of out of stock. Sometimes as interesting as the first markdown in the sales, these private sales are most of the time reserved for faithful of the brand. Indicated by dots on the labels of clothing in stores or appearing in a special section on the website, they are an opportunity for real bargains.

What’s great about the sales is the possibility of affording (and offering) the season’s clothes at bargain prices. A few tips for shopping efficiently.

Know your needs to avoid impulse purchases

It is necessary, first, determine what you need. Because clothes bought on a whim because of their ridiculous price, cupboards are overflowing with them. Above all, this mode of consumption induces overproduction which is not without consequences for the planet. According to figures from the Ministry of Ecological Transition, 600,000 tonnes of textiles are put on the market each year in France, i.e. almost 10 kilos per inhabitant and per year. It is enormous ! So, you might as well try to limit impulse purchases and focus on the pieces we really want.

Always try on clothes

This is the classic pitfall. The sales have finally started, we have 30 minutes watch in hand to find good deals and… the line at the fitting rooms is endless. The temptation to buy this little floral dress at -50% without seeing how it falls on us is strong, but you have to resist. Because having to come back to the store to exchange it is one of the worst chores that can befall us. The risk : keep this piece and never wear it. Or how to turn good deals into money pits. Conclusion, during the sales, we always take the time to try.

Go snooping around independent multi-brand stores

And if, for once, you abandon the big names for go for a walk in the independent multi-brand stores ? Closed on numerous occasions in recent months due to the coronavirus pandemic, they need consumer support to continue to exist. Especially since they have advantages that fast fashion stores do not have: a wide selection of sharp brandsemployees accustomed to advising customers, singular pieces that you will not come across on every street corner. In Paris, go to Les boudeuses, Biba or The Frankie Shopin Lille, head for Série Noire, in Saint-Jean-de-Luz, go to the Vestiaire, in Arcachon and Bordeaux, direction Pia Pia… You are sure to find your happiness there.

In France, the sales are governed by strict legislation: their start dates (the second Wednesday in January and the last Wednesday in June) and their duration (four weeks) are set by the government. Exceptional circumstances, such as the coronavirus epidemic, can however upset this well-established schedule. However, unless there is a government decree, the next sales periods should take place on these dates:

  • Winter sales 2023: from Wednesday January 11, 2023 to Tuesday February 7, 2023.
  • Summer sales 2023: from Wednesday June 28, 2023 to Tuesday July 25, 2023.

This is in Paris, in the 1830s, that the sales were born. Originally, Simon Mannoury, a Norman who opened a fabric and clothing store in the VIIth capital district. Named Au Petit Saint Thomas, this shop is a place of experimentation for the entrepreneur, who displays the prices of his products, invites customers to stroll between the shelves and establishes online sale, so many uncommon practices at that time. As he finds success, he expands his sales catalog to offer ever more references to consumers, but ends up finding himself at the end of each season with a hell of a lot of unsold items on his hands. This does not help his business, since he wishes to renew the offer of his shop frequently.

The solution he finds to clear the way at the start of each season? Sell ​​off the pieces from the previous one just before installing the new collection. A real success for Simon Mannoury, who has justinvent sales. Quickly imitated by the merchant’s competitors, the concept became popular during the XXth century with the rise of the consumer society, department stores, brands and now the Internet.

For several years, the sales model has been called into question. And for good reason : while the sales only represent eight weeks in all, brands can offer their collections at reduced prices on different occasions throughout the year. The only requirement: do not use the word “sales” in their communications. They then talk about “Privilege days”, “Exceptional offers”, “Private sales” or of “Black-Friday”of “Cyber ​​Monday” and of “Boxing Day”. Enough to encourage consumers to wait for one of these many promotional periods to buy the clothes that catch their eye. Moreover in France, according to Kantar Worldpanel, 47% of clothes, shoes, bags and linens are purchased during periods of reduced prices.

These different weeks of discounts are also an excellent way for retailers to encourage the act of purchase. Sure, with 50% off, any Zara skirt becomes 1,000 times more flattering! The only problem is that if the brands play with this system of discounts for promote consumption, this means that they have integrated this sales model into their business plan. And therefore, that during the periods without reductions, they sell products at much higher prices than they should be. Another limit induced by these cascading discounts: they encourage brands to offer more and more products, collections and therefore to tend towards overproduction. Which is obviously not good for the planet, whose resources are used intensively by fashion, considered one of the most polluting industries on the planet.

It is therefore the whole system of promotions which is pointed out. In an open letter published on May 12, 2021 on the specialized site Business of Fashionmajor international houses such as Marine Serre, Thom Browne or Dries Van Noten (who is carrying out the project), were calling for a shift in the seasons previously discussed in 2016. This would notably lead to the disappearance of black friday who “erodes profitability”. In France, the 2020 post-lockdown recovery operation initiated by large groups and named “French days” is controversialconsidered aggressive for smaller businesses.

Critics of sales, discounts and discounts offer several alternatives to this model that is now out of breath. Among those, offer a limited wardrobe of immutable basics accompanied by a series of pieces that respond more specifically to the trends of the season, as Maison Standards very aptly does.

Another possibility: produce in small quantities only and renew the stock once it is exhausted, as offered by Les Récupérables. Balzac Paris applies a different principle. At the end of the season, unsold items are not sold. They will be offered at a reduced price a year later, together with the current year’s collection.

Finally, and this technique is gaining more and more followers: create to order. This is the bias of MaisonCléo or Réuni, which regularly offer new models whose production only starts once customers have purchased them. For now, this on-demand way of doing things mainly appeals to digital brands that can be agile in terms of production, but this system could well be emulated!

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