Why fashion brands are going beyond discounts for this year’s ‘end of season sale’

As fashion retailers enter 'the end-of-season sale' period, discounts remain important, but brands say consumers are responding just as strongly to travel-led collections, emotional storytelling and authentic creator content. The shift comes at a time when shoppers are becoming more selective about discretionary spending, forcing retailers to work harder to remain relevant and stand out in an increasingly crowded marketplace.

The trend reflects a broader change in consumer behaviour. According to Kantar's latest State of the Nation study, only 48% of consumers expect the economy to improve this year, down from 60% in January. Concerns around layoffs have risen from 36% to 41%, while 80% are worried about rising living costs. Yet consumers have not abandoned spending altogether. Around 60% plan to take a domestic holiday over the next year and 52% intend to spend on memorable experiences. For apparel brands, that has meant building campaigns around holidays, travel, self-expression and lifestyle experiences rather than relying solely on seasonal discounts.

Travel Emerged as a Key Summer Fashion Driver

One of the biggest themes this season was the growing connection between fashion and travel. As consumers headed to beaches, resorts and holiday destinations, brands tailored collections around specific summer occasions rather than generic seasonal shopping.

Reliance AJIO Chief Marketing Officer, Arpan Biswas said, "Everything boils down to the relevant product and we have them in abundance. Starting from new summer merchandise to exclusive international brands and beauty products for summer, consumers can find everything on AJIO."

According to Biswas, understanding how consumers use products during summer became central to the company's merchandising strategy.

"It is important to understand the occasions of usage for users. Summer holidays mean a lot of travel, whether to beaches, resorts or holiday destinations. We have curated a resort collection and are promoting it through campaigns across multiple mediums," he said.

The same trend was visible at Libas, where consumers increasingly gravitated towards practical yet travel-friendly wardrobes.

Nisha Khatri, Head of Marketing, Libas said, "Summer fashion trends are being driven by a growing preference for lightweight cotton silhouettes, breathable fabrics and vacation-inspired wardrobes as consumers prioritise comfort, versatility and travel-ready style."

Summer remains a key season for wardrobe refreshes, and we typically witness a 20 to 30 per cent increase in sales compared to winter months," she added.

Marketing investments continue to reflect the growing importance of digital channels. Libas allocates approximately 15 to 20 per cent of revenue towards marketing, with around 90 per cent of the budget directed to digital platforms.

"Performance marketing accounts for 70 to 80 per cent of our digital spend, while the remaining investment goes into brand building, social media, public relations and events. Our strongest returns continue to come from owned channels, with around 40 to 50 per cent of overall business driven through our own online and offline ecosystem," Khatri said.

Emotional Storytelling Replaced Traditional Summer Sale Messaging

Brands also found that consumers were looking for more than product features and promotional offers.

"Summer strategies have moved beyond purely transactional summer sale messaging and are now rooted in cultural relevance and emotional connection," Khatri said.

According to her, nostalgia emerged as one of the strongest cultural themes shaping consumer behaviour this season.

"Consumers, especially Gen Z and Millennials, are seeking nostalgia, but not mere retro. They want the energy of the 1980s, 1990s and Y2K eras, including the music, concert culture and carefree spirit, reimagined through modern fashion," she said.

That insight led Libas to launch its "Dear Summer: A Curation of Memories" campaign, inspired by both the resurgence of concert culture and childhood summer memories.

"The collection draws from the bold glamour of the 1980s and Y2K eras while celebrating the carefree joy of childhood summers. Through contemporary silhouettes and vibrant storytelling, we wanted to evoke the emotions and memories that make summer special," Khatri said.

The strategy appears to have resonated with consumers.

AJIO also saw success in balancing emotional appeal with practical consumer needs.

"To stand amidst the clutter, campaigns need to solve for both functional attributes such as sunscreens, sunglasses, shorts and beachwear at attractive prices, as well as emotional needs associated with summer travel and holiday experiences," Biswas said.

Creators and Authenticity Became More Important Than Polished Advertising

Another lesson from the season was the growing importance of authenticity in consumer communication.

"Screen fatigue is real. Polished, interruptive advertisements are increasingly being ignored. The campaigns that resonate are those that create a sense of community, shared memories and real-world joy," Khatri said.

"Summer is no longer just a shopping season. It is a memory-making season."

The shift has accelerated the role of creators in influencing purchase decisions.

"The real drivers today are micro-creators with smaller but highly engaged communities. When they genuinely show how a summer outfit fits, moves and feels in real life, it does not come across as advertising. It feels like advice from a trusted friend, and that trust directly translates into purchase decisions," she said.

Social commerce has also shortened the path from discovery to purchase.

"A consumer can discover a product through Instagram Reels and complete a purchase within minutes. At Libas, nearly 90% of our content now focuses on original and relatable themes because authenticity consistently outperforms high production value. Trust, not reach, is the new currency," Khatri added.

Data-Led Discovery and Regional Targeting Gained Ground

Brands also used technology and regional insights to sharpen their marketing efforts.

Biswas said AJIO is increasingly organising product discovery around consumer intent and usage occasions.

"Given that high-intent GEO is picking up, we ensure our products are not just indexed for keywords but also for occasions of usage and end-use cases to improve discoverability," he said.

The retailer also adapted media spending based on regional weather patterns.

"Our campaign spends across regions are proportional to the intensity of summer, as India is extremely heterogeneous from a climate perspective," Biswas added.

As End-of-Season Sales Begin, Value Remains Critical

While brands have spent the summer building emotional connections and lifestyle narratives, value continues to matter, particularly as consumers remain cautious about spending.

According to Kantar, 39% of consumers are delaying purchases until major sales periods and actively seeking discounts, coupons and promotions. The study also found that 65% cite inflation as the primary reason for spending more carefully.

That is where end-of-season sales become critical.

Global apparel retailer UNIQLO is approaching the period through its annual Arigato Festival, a week-long customer appreciation event featuring special offers, novelty gifts and new product launches.

"The Arigato Festival is our way of saying a heartfelt thank you to our customers for the constant support and trust they have shown us. This year, we are celebrating with exciting deals and thoughtfully curated new launches, gestures of appreciation for the community that inspires everything we do," said Nidhi Rastogi, Marketing Director, UNIQLO India.

As the industry transitions from peak summer to clearance and festive preparations, brands say the season has reinforced a key lesson. Consumers may be more cautious with their wallets, but they continue to spend on products and experiences that feel relevant, authentic and emotionally meaningful. For apparel brands, the challenge is no longer simply attracting attention through discounts, but creating enough value and connection to earn a place in consumers' summer memories before the season closes.