Summer Sales Under Pressure: Ultra Fast Fashion Challenges Traditional Retailers
Parijs, woensdag, 25 juni 2025.
Summer sales began today with mixed expectations. While sunny weather is a positive signal for the retail sector, experts fear the increasing competition from ultra fast fashion platforms like Shein and Temu. With only a slight commercial growth of 0.6% this year and an explosive increase in cheap online fashion offerings, traditional sales strategies are under pressure. The rise of these platforms threatens to fundamentally change the classic value of fashion and purchasing behaviour, potentially undermining the attractiveness of traditional seasonal sales.
Market Challenges in Summer Sales
The summer sales of 2025 begin with a nuanced perspective. Despite sunny weather, the retail sector signals significant challenges. Commercial activity shows only minimal growth of 0.6 percent this year, indicating ongoing economic pressure [1]. Yohann Petiot from the Alliance du Commerce describes the sales period as ‘fairly optimistic’, while simultaneously acknowledging the underlying complexity of the current market [1].
Ultra Fast Fashion as a Disruptive Factor
The emergence of ultra fast fashion platforms like Shein and Temu poses a fundamental threat to traditional retail strategies [1]. Yann Rivoallan, president of the French ready-to-wear federation, warns that these platforms undermine conventional fashion value through extremely sharp pricing strategies. The explosive growth of these online platforms contributes to a shift in consumer behaviour, allowing buyers to purchase cheap fashion throughout the year [1].
Consumer Behaviour in Transition
Gildas Minvielle from the French Fashion Institute signals a fundamental shift in purchasing patterns. The rise of ultra fast fashion and second-hand platforms creates a market environment where consumers can obtain cheap clothing throughout the year. This phenomenon could potentially undermine the traditional attractiveness of seasonal sales [1].