BonneGueule is having an archive sale - and it starts tomorrow, this Tuesday, June 6. While our brand has never had sales, why did we decide to organize an archive sale?
I'll explain everything to you.
Just before getting to the heart of the matter, know that you can register at this link right here in order to have early access to the sale , one hour before its official launch.
What about the anti-sales speech?
This is typically the kind of question you may be asking yourself. I have exchanged a lot with you in recent months (via comments under our articles or on my personal Instagram) on the subject of the media and the new site. I repeat, we are not denying ourselves, quite the contrary .
We are going through a phase of transition and we must separate ourselves from certain elements of the past that prevented us from moving forward. A new site that merges media and e-shop, a new editorial strategy , an evolving style of our products, these are big structural changes that take time to think about and execute. A brand is like the important stages of a life, you have to take them one by one to evolve positively.
And this last pillar of the product is always the one that has fascinated me the most . And one that also takes a lot of time, given that we work on future new features a year in advance. We are moving forward step by step because I want, with the team, to introduce you to a more assertive style, new materials and new know-how .
Now let me explain to you the reasons which push us to make this archive sale.
1. Small stocks that accumulate that prevent us from moving forward
I think I can say that we have very correct management of our stocks, we are rather reasonable and with nine years of history, we can now have a rather fine estimate of sales.
However, we are not infallible . And casually, over several years, these coins begin to accumulate, and represent tied up cash . And entrepreneurs don't like having too much cash in their stock , so we say that we have to “turn over the stock” in our jargon, and even more so in clothing!
Indeed, this can limit us in creating and exploring new parts because we say to ourselves: “well we can't create this new reference because we still have a little stock of a fairly close part left” .
And we may also release certain pieces late, like this year the Nusco parka. These delays are not new, I already talked about them at the end of last year in this article . (Even if today we have almost caught up).
2. A desire to evolve in terms of style and bring consistency
As you have understood, the accumulation of stock is a situation that I do not appreciate because, as you may have noticed, I find that we are passing a new milestone in terms of style in our collections. And I definitely don't want people to slow down because of old stock , especially if it's several years old.
It's also a way to make room for new versions that will arrive for certain pieces! Avoid a Raini V1 next to a Raini V2 for example…
So this archive sale will make room in our stocks and in my head!
3. Surprise you again and above all thank you!
Who says less stock, says more new products and permanent items (= our flagship pieces like the Alberto jeans) reworked on certain details. Lots of great things are coming for this winter and summer 2024, whether on their own or in collaboration with other brands.
And then this archive sale is above all a way of thanking the people who followed us from the start, who supported us over the years, by following our launches, by asking us questions in the comments, by small gifts to our in-store advisors or simply with a word of encouragement by email or in our live videos.
As a reminder, if you would like to be notified by email of this sale and have early access to it, you can register right here .
Do not hesitate if you have any questions, the comments area below this article awaits you with open arms!
Concretely, what will you find in this archive sale?
There are a little over 100 pieces that will be displayed at -30%. We wanted to leave this discount displayed to show you to what extent we are making a historic effort on our margin, which does not normally allow us to make any. As a reminder or if you are new to us, we have always advocated clothing at the right price whose margin is not calibrated to sell the majority of its collection on sale .
I insist on the fact that it is ultra-exceptional , so this is the opportunity if you want to treat yourself to a few pieces, or renew pieces that you already have in our wardrobe. Some customers have told me they want to “size up” certain pieces, so this could be an opportunity to be tempted! Especially since a few years ago, we had more adjusted fits.
And the sale also includes women's pieces. Without transition, here is an extract of the parts per product family to find...
Men - An anthology of t-shirts & shirts to find
Men - An anthology of pants to find
Men - An anthology of jackets and coats to find
Men - An anthology of shoes to find
Questions/answers that you may still be asking yourself...
Does this mean that we plan to produce even more clothes in the future by saying “well it doesn't matter if we make too much, it goes into promotions”?
Of course not ! On the contrary, it is about learning from past quantities for future orders!
BonneGueule is not, and will not be, a brand whose economic model (= the way in which we earn money) is based on promotion.
Are you going to become like the others?
There are good practices to be found everywhere but our role is to continue to unearth beautiful know-how, relief, texture, and to offer it with passion and education to you.
And I repeat, this archive sales operation will give us even more latitude to welcome the new winter 2023 and spring/summer 2024 products.
In summary, it's a way to reconnect with our passion, to breathe new life into it!
Archive sale = sale of all the pieces that no one wanted?
These are in no way parts taken out of the attic or defective. 9 out of 10 pieces have stock in all sizes and the remaining 1/10 are slightly older pieces that are more than 3 to 4 years old on which there are not all sizes.
No green washing
We could have told you that this operation was put in place in order to comply with the Agiec law - the "anti-waste law for a circular economy", and its " prohibition on eliminating unsold non-food items ".
As the government website explains, before the implementation of the Agiec law on January 1, 2022, “unsold items could be destroyed by manufacturers or distributors. It was estimated that this waste was equivalent to 630 million euros of products, for example, 10,000 to 20,000 tonnes were destroyed each year. Since then, manufacturers and distributors must now donate or recycle their unsold products.
However, this did not cross our minds for a single second. It has always been unthinkable for us to destroy them , or even revalue them, because we imagine our clothes so that they are loved and worn (and for as long as possible). We put too much passion into it for it to be otherwise.
