The Czech clothing brand Pietro Filipi wants to focus on sustainability and is embarking on a fundamental change in strategy. He cancels discounts and no longer wants to spew one collection after another.
The fact that the fashion industry is one of the biggest polluters of the environment is nothing new. Billions of clothes end up in incinerators and landfills every year. However, the view of slow fashion, an often despised approach to dressing, has changed relatively quickly in recent years.
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About half of Pietro Filipi’s goods were sold at full price. He simply won’t buy the other half, which was sold thanks to discounts. The company does not want to spit out one collection after another and at the end of each season reduce the price of products below their production price. In addition, according to the owner Michal Mička, the times of new and old collections and the blind following of rapidly changing fashion trends are gone.
“Most retailers count on discounts when buying goods, so the full price includes a much higher margin. So it’s actually a bit of a scam, “says Pietro Filipi owner Michal Mička.
Less is more
In addition, the company wants to support the local business with its approach. “Each of our products is made from carefully selected quality fabrics and designed by local designers. We emphasize that a large part of our collection consists of so-called basic pieces – ie clothing that is timeless and over-season. Worldwide, the segment of premium brands in the absence of any discounts is typical, the price of the product simply corresponds to its quality and a discount is not needed, “adds Mička.
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