Fat Face to introduce price promise ahead of holiday season

Lifestyle retailer Fat Face has introduced a new price promise to its customers. The retailer has pledged not to offer discount or cut prices in the run up to the festive season.

Fat Face aims to assure customers that it will not offer any seasonal discounting on items bought in the lead up to the holiday season and has vowed to refund customers the difference if any prices do happen to be cut. The retailer is set to launch its price promise on November 16, a week before the now global discounting frenzy day Black Friday, and will return up until December 25, according to Retail Week.

The price pledge builds on from the retailer previous decision not to engage in any promotional offerings prior to Boxing Day. Over the past 5 years Fat Face has refused to offer seasonal sales or discount before Christmas, choosing to donate money to local charities instead.

"Cynical discounting is not a sustainable model for UK retail. It leads to a lack of creativity, newness in fashion and joy," said Anthony Thompson, Chief Executive of Fat Face in an interview with the Guardian on their decision at the time.

Photo: Fatface AW16 Denim, Facebook