New online archive sale: explanations

We are facing a much larger stock of products than before.

This is the result of a slowdown in sales , caused by the economic situation and the inflation that France is experiencing , which leads to a drop in traffic in stores, a longer reflection period and a reasoned choice in use. of its budget. Even luxury brands are affected by this phenomenon.

The quantities of our summer and winter 2024 collections could not be revised downwards in time because there is a phenomenon of inertia: at the time of the archive sale last spring, the quantities for winter 2023/2024 had already passed, and therefore we could not adjust our quantities to the overall trend.

So we need to create space for these parts to arrive.

Our goal is to do as little as possible . This will be a sign of an economic situation and stocks under control. Furthermore, as our product design margins are below the industry standard, we have no interest in resorting to discount sales which sometimes force us to sell at a loss.

As I have written several times, BonneGueule simply could not exist if all the prices were discounted all year round .

And determining the right quantity for a room is a balancing act, halfway between a science and… a good dose of intuition!

And again, from a certain point of view, I am grateful , because I am lucky enough to be able to discuss this subject with you , with your questions, my answers, and our exchanges. But for luxury brands that are not spared from overstock, the problem is entirely different: they are not lucky enough to have a community like you, curious and ready to take a little time to understand how a product works. clothing brand.

It is the combination of four parameters concerning our products . Our priorities are:

This concerns pieces launched 2, 3 years or more ago because there are also stylistic issues that I mentioned in my article last year : certain pieces, in small quantities, no longer really represent the direction in which we want to go. Others will welcome a version 2 or even a version 3 and there is therefore a strong risk of duplication.

Indeed, when the part has been in stock for one, two, or even three years and sales are slow, it is clear that action must be taken.

Excessive inventory which, in this context, would take years to sell. This is all the more cash that is not used for anything else: development of new parts, investments in the website, or just hoarding .

Or the distribution of remaining sizes is even, but there are just under 10 pieces left per size. We can say that this is not much except that we must put things into perspective: when you have around twenty references with 50 units remaining per part — sometimes for several years — you easily have 1000 parts which have been in your stock for way too long.

End of series whose size grid is heterogeneous does not allow for a satisfactory customer experience , to avoid the famous jeans displayed in stores of which only one size remains...

Another example: when there have only been XSs left for a year or two, we need to give this flow a boost.

On the product side, I think you have seen all the work initiated since last winter on the pieces themselves and on the image part, including a costume shoot which was very popular.

Thank you very much for your welcome and support . We have received quite a few messages from customers saying they have ordered less from us in recent years to look for stronger pieces elsewhere, and are coming back to us thanks to the latest launches.

We are continuing this momentum for next winter , pushing the cursor a little further towards more classic and elegant pieces .

However, spring is not over and summer has not even started! We still have beautiful summer pieces to present to you, including two upcoming collaborations for May/June : accessories, swimsuits, and short-sleeved shirts for example.

And finally, THE big news is that you will have a brand new website in September . We carry out a migration to Shopify , a widely used, reliable and easy-to-use e-commerce solution.

This is an investment that we really wanted to make because everyone will benefit from this migration:

• The team will have a much simpler tool to use , better sized to our size, and above all with more clarity to present our offers and more possibilities, particularly in terms of video;
• It is a very reliable solution, with fewer tasks on the IT side to resolve small everyday bugs;
• On the store side, the cash register software will be easier and more ergonomic to use , which is very practical for training new people.

And finally, the biggest beneficiaries of this migration are you ! The e-shop will be much more fluid, you will have a familiar interface if you do any online shopping, your customer account will be better informed and organized.

Here's a small selection, but the entire sale archives can be found here .

For those who like their hoodie or sweatshirt to be rather close to the body, then our Soajo and our Setubal are made (literally) for you.

There are some nuggets, and something for everyone. On the other hand, don't hang around, because even if we have almost all the sizes on the Kinvara, the Porland and the Scalpay, there are at most a few dozen pieces left.

Few references here, but we still have a few pieces of our thick knits left. My favorite is the Plockton which I wore extensively since its release, both as a cardigan or as mini outerwear.

But the Kassia is also one of my favorite pieces this winter, with a woolen cloth with a luxurious feel. It will not be a luxury given current temperatures, with use for almost 4 seasons.

Pieces to enjoy the summer: t-shirts, shirts, shirts, espadrilles, Bermuda shorts... Perfect for the temperatures that are about to rise.

So, take advantage of it and talk about it to those around you! We thank you again for your trust and loyalty.

The Bonne Gueule team

PS: A question? Ask us in the comments, we'll answer you as always. You can also take a look at the FAQ associated with this operation .