The question of the compatibility between ethics, responsibility and commercial practices such as sales is at the heart of the thinking of committed brands. In a context where responsible consumption is gaining momentum, sales, often associated with overconsumption and the devaluation of products, may seem out of step with sustainability values. But is this necessarily the case?
Sales: A Historic Marketing Lever
Sales have historically been used to clear out inventory, renew collections and boost sales. However, in a fast fashion system, they are often used to encourage impulse purchases, sometimes at the expense of quality and ethics.
The Challenges for a Responsible Brand
For an ethical and responsible brand, like GISEL B for example, the sales raise several fundamental questions:
- Respect for values : Is holding sales compatible with a responsible and local production approach?
- Perception of quality : Can deep discounts devalue products in the eyes of consumers?
- Encouragement of overconsumption : Do sales risk encouraging people to buy more than necessary?
When Sales Can Be Ethical
A responsible brand can consider sales provided that they are integrated into a strategy consistent with its values:
- Sell off inventory wisely : Offer discounts on unsold or end-of-collection items to avoid waste.
- Preserve product value : Offer measured discounts that respect craftsmanship, quality materials and fair margins.
- Raising consumer awareness : Communicating about the ethical approach and explaining why and how sales are held.
Alternatives to Classic Sales
Ethical brands often favor other approaches to stay aligned with their values:
- One-off offers : Offer discounts on a limited selection or for a limited period, without seeking to encourage overconsumption.
- Private sales : Reserve exclusive offers for loyal customers, in thanks for their commitment.
- End of collection : Organize sales dedicated to the sale of old collections to make way for new ones.
- Solidarity initiatives : Associate part of the profits made during these periods with charitable or environmental actions.
The Example of GISEL B
At GISEL B, we have chosen to practice very limited sales in quantity and products, in order to preserve the value of our creations and support local crafts. The jewelry on sale is archives, often available in 1 or 2 copies. We also offer alternatives such as limited editions, jewelry of the month or specific discounts on certain collections. This approach allows us to combine ethics and accessibility while respecting our commitments.
Discover our selection of jewelry on sale.
In Conclusion
Yes, an ethical and responsible brand can have sales, but on condition that this is done in a transparent manner, respectful of sustainability values and consistent with the expectations of committed consumers. The main thing is not to lose sight of the environmental and social impact of these practices.
And you, what is your vision of sales in the context of responsible consumption?