Luxury retailers have joined together to urge fashion retailers to rethink attitudes towards discounting, once the coronavirus pandemic is over.

High-end brands, including Selfridges, Harvey Nichols and Liberty London are calling on the sector to delay end-of-season promotions until January for autumn/ winter collections and July for spring/ summer, as reported by Retail Gazette.

In an open letter, the retailers also asked the industry to also offer a more balanced flow of deliveries throughout the seasons, in a bid to transform the sector.

They said that the current situation offers an opportunity for a 'fundamental and welcome change' to simplify fashion retail businesses and make them more environmentally and socially sustainable and better meet customers' needs.

The retailers said they hope to start making changes by adjusting the 'seasonality and flow' of both menswear and womenswear starting with the autumn/ winter 2020 season.

Other improvements suggested by the group include reviewing and adapting fashion shows, less fabric and inventory waste and using digital showrooms.

Photo credit: Liberty London credit Masatake Wasa Google Maps Jan 2015