Sales in the apparel industry decreased by 50 per cent

KATHMANDU

The festive season is around and it is time for retail outlets to display their best apparel.

However, this year the festive season seems lacking in cheer as sales are yet to pick up unlike previous years. The retail apparel industry has been hard hit by the earthquake and its aftermath followed by the Tarai unrest. Businesses also report that the monsoon was a dry season for sales in the clothing industry.

With the arrival of the festive season, retail clothing and apparel outlets in the valley are offering attractive discounts to lure customers and push sales. Sale schemes and price reduction offers are common in almost every store around the valley. Enterprises have implemented minimum pricing strategies and indulged in promotional campaigns to increase footfall.

However, despite all this sales are lower than expected and have traders worried about how to increase sales.

Raj Bikram Shrestha, Owner of Belleza Kloths, Durbarmarg says, “We have offered upto 50 per cent discount on 90 per cent of our clothes and accessories.”

She shared that she herself hand picks the outfits from Bangkok and China. Posh also offers reasonable prices on apparels, Tops ranges from Rs 1200 and go up to Rs 1800. Similarly dresses range from Rs 1800 to 3500, shoes from Rs 1500 to Rs 3500 and bags from Rs 1400 to Rs 3500 according to Bajracharya.

Most retail outlets in the valley are also actively marketed on social networking sites. They display their latest arrivals on their official Facebook pages. The footfall at clothing stores have also decreased significantly due to the shortage of new arrivals. Most store owners are cautiously hopeful about the festive season. They plan to introduce new schemes, promotional activities through social media and huge discounts to attract more customers to at least meet overhead costs.