“The offer is very dense”: how ready-to-wear became the star of Black Friday

Many French people will take advantage of Black Friday that starts this Friday to try to get good deals. And as for several years, it is the ready-to-wear sector that should concentrate the largest number of purchases.

According to a study* by OpinionWay for Bonial, 37% of French people who will participate in this massive commercial operation will resort to these products (42% for women). This is two points more than last year. Textiles are far ahead of household appliances (28%) and toys (22%). Why this madness?

Competition wreaks havoc

“Especially because the offer is very dense, very competitive with ultra-fast fashion players like Shein, which lower prices throughout the year, many brands are forced to do so,” continues the specialist.

And it is true that most players in the sector are betting a lot on Black Friday, in particular by bombarding their customers with incentive messages (SMS, newsletters, etc.). “Consumers, contacted throughout the year through special operations and private sales, in the end buy promotions, less a product,” laments Yann Rivoallan.

For the manager, the phenomenon is accentuated by other factors: “Sales are strong because they are mixed with Christmas shopping, but ready-to-wear is traditionally offered at Christmas.”

Greater discounts than in other sectors

An analysis completed by Laurent Landel, president of Bonial:

However, who will benefit from this windfall? It is the online commerce platforms that will attract more consumers.

Even so, according to Bonial, 72% of respondents (among those who plan to make purchases during Black Friday) will go to Amazon, that is, 5 points more compared to 2022, while purchase intentions on Amazon websites brands fall year after year. : 29% of respondents compared to 45% in 2021, according to another Havas study.

A nuanced observation by Yann Rivoallan: “Amazon is the volume of purchases and gadgets, brand sites also attract promotional purchases of high added value, especially for Christmas, but be careful with the destruction of value and image,” warns the specialist .