Fashion Feels Forced Sale

To go on sale or not to go on sale, was the question for retailers as they failed to see a significant pick-up trade in the last full week before Christmas. Although some were still looking to the last few days before the holidays, most were conceding that it was too late to preserve margin.

Department stores had already indicated to the market that things were tough through their additional promotion days and mega-spectaculars. This week it was the turn of young fashion chains to capitulate. Select, MK One, Etam and D2 went on full sale with their larger high street rivals going about quieter but no less aggressive discounting.

As one retailer said: "Christmas clothing sales have been blighted by the popularity of cheap DVD players. You can pick up a DVD player for as little as GBP35 or GBP40 for your child's bedroom, rather than buy them a top or winter coat for the same price.