Sounds backwards, right? The idea that you could make more, when your price is higher, when you stop competing.
We’re conditioned to think that discounts drive revenue. We’re conditioned to think that urgency and FOMO fuel growth. We’re conditioned to think that you have to jump on the Black Friday bandwagon, run end-of-season clearance sales, and discount prices if things aren’t selling.
But what if that’s not the only way? What if running a business that revolves around the sales calendar is actually holding you back?
What if not going on sale was the reason people trusted you more, not less? What if it actually made your brand feel more desirable, more valuable, more aligned?
Because some of the biggest, most successful, most iconic brands in the world never go on sale and they’re doing just fine.
Take Bunnings for example. Yes, the Aussie hardware store with the sausage sizzles, that one. Bunnings makes nearly A$20 billion in revenue every year. That’s billion with a B. And not once have they jumped on a Black Friday promo, or run a 3-for-2 deal at EOFY. Their whole model is built around consistency with their prices, so they don’t need to discount. They’ve earned trust, and with it, loyalty.
Then there’s Yeti. Coolers, drink bottles, and camp gear, priced three times higher than the competition. But they still pull in US$1.83 billion annually. No flashy discounts. No clearance codes. Why? Because they’re not selling water bottles. They’re selling identity. Belonging. A lifestyle. Their customers aren’t buying cheap. They’re buying into something that means something.
And Rolex. This luxury icon makes US$8.8 billion a year. Try finding a Rolex on sale. You won’t. They’ve mastered the art of rarity and restraint. Their products gain value over time. That kind of brand strength isn’t built on discount. It’s built on desire.
So what does all this mean for slow fashion? It means you don’t need to go on sale either.
I know it’s tempting when sales slow down. I know the panic. I know what it feels like to wonder if anyone is even seeing your products, let alone buying them. But discounting isn’t the only lever you can pull. And it’s rarely the right one if you're building a brand with longevity, purpose, and integrity.
Going on sale can damage your brand, and it's why sustainable labels like Merry People don't do it. Their iconic gumboots sell out, and they don’t go on sale. Not even during BFCM madness. Why? Because they’ve nailed their brand storytelling. They know who they are. They lead with values, not vouchers. They connect emotionally, not transactionally.
And Outland Denim. No Black Friday codes. No sneaky mid-season deals. They do have an archive page for leftover sizes, sure. But that’s about efficiency, not discount culture. Their focus is on human rights and impact. They’ve built something meaningful and people want to be part of it.
Then there’s Madre Natura. Timeless, handmade, seasonless pieces. No sales. No shortcuts. Just value and integrity. Their business model isn’t built on urgency, it’s built on trust. And it’s working.
These brands aren’t anomalies. They’re evidence that there is another way.
And sure, they might be bigger than where you're at now. But they all started small. They all made a decision at some point to choose values over discounts. A strong brand over bargains. Purpose over panic.
And I’ve proven it for myself too.
I built one of Australia’s largest online stores for ethical and sustainable fashion without ever relying on sales or discounts. I didn't do them. Not a single Black Friday sale in all the years I ran TFA as an e-commerce store stocking over 100 brands. And I’ve helped hundreds of slow fashion founders embody the same anti-sale mentality.
So if you want to stop running sales, you can.
You can choose to build something that’s rooted in worth. Something that respects your margins and honours your message. Something that grows slowly but sustainably.
But to do that, you need three things...
- A strong brand.
- A good story.
- The courage to do things differently.
That last one is the hardest. Especially when the pressure builds. Especially when it feels like everyone else is shouting about 40% off.
But I promise you, when you stop using discounts as a crutch, you start getting creative. You start showing up differently. You start building something real.
Because discounts might get you a spike in sales but a strong brand gets you customers for life.
And if you're thinking, okay but how...
I’ve mapped out seven key strategies that help slow fashion brands grow without going on sale. The same ones I’ve used myself. The same ones I teach to founders just like you. And no, they don't involve chasing trends or dancing on TikTok, they don't even involve Facebook ads.
It’s about clarity. Community. Content that connects. Pricing with purpose. Growth without burnout. Vision that extends beyond next week’s sales report.
Because the impactful work that you're doing to run a business built on purpose, it matters. Your brand matters. Your story matters. And I want to help you get it out there for more people to find so you don't have to feel pressured to go on sale when you don't want to.
So if you’re feeling stuck in the cycle of panic promos and last-minute discounts, maybe it’s time to try something different.
Maybe it's time to stop going on sale and start building something people would happily pay full price for.
Join my last LIVE workshop for 2025 and prep for an epic 2026 right here.
Claire x
