Russian clothing brands began openly offering to buy defective items

While grocery stores are debating whether it’s ethical or not to create special “expiration” shelves, clothing sellers aren’t bothering. One of the young and ambitious Russian brands, which has already been repeatedly addressed with rhetorical questions about the hefty cost of things – they say, did we really dream of import substitution in the format of sweaters for 35 thousand rubles? — came up with a new way to increase sales. Now buyers are offered defective items, delicately called “imperfect.” But the prices for “imperfections” have been reduced quite insignificantly.

“The Imperfect model is an experimental sample or a product with nuances that are invisible at first glance, such as an uneven seam. Such models do not meet quality requirements, but we appreciate the work and resources invested in them: each can serve you for many years and become loved,” says a new section that has appeared on the website of the brand, which has already gained a very controversial reputation. The last time the store became the hero of the news was in the summer, when it introduced the option of pre-registration (thank you, at least it’s free!) for fitting.

Imperfect means imperfect. True, it is impossible to know in advance what kind of “imperfection” there will be: it is assumed that people buy online and literally get a pig in a poke.

Sometime in 2020, I bought a dress with a crooked stitch from our manufacturer. Nobody put it up for public sale, but, apparently, I too clearly expressed regret that my size was no longer available – well, marketable – so the guys cautiously offered: they say, if it doesn’t bother you… well Are you sure you don’t mind… look, the stitching here is basically crooked and isn’t even noticeable, but are you sure you don’t mind?

They gave me the defective dress at a huge discount – and they almost thanked me for saving me from the ballast. But this was in 2020, when no one had heard of sanctions yet, the exchange rate was much more favorable, and large corporations with mass-market and middle-class clothing did not even think about leaving Russia – which means that young brands had to withstand competition and build reputation in the market. This, alas, is in the past. Since “import substitution” has become either a curse word or a national idea – depending on whose lips it is! – Domestic manufacturers quickly realized: there is no need to stand on ceremony. And they picked up the principle of Vova from the Far Away Kingdom: “And so it will do!”

What do those who decide to display substandard goods in a separate section on the site offer? Let’s see. Jeans are sold for 10 thousand rubles, a synthetic evening dress for 13, silk trousers for 17 thousand, a woolen coat for 25, and a warm winter down jacket for 55. Whatever one may say, it doesn’t look like charity. At least in Russian realities – taking into account the average level of income, as well as the constantly growing costs for things more essential than silk trousers. And objectively, it’s not cheap. At the same time, normal, non-defective items in this store cost a little less: jeans cost about 15 thousand, dresses for 20-25 thousand, and they offer to buy a warm down jacket for 60-80 thousand. The discount, as we see, is not that big – 15-20%, no more.

With shoes – and they are also here, discounted sandals for 11 thousand, ankle boots for 19 – it’s even more interesting. One day I had the chance to hesitate and buy shoes “with a defect”: I really liked them, but there were only the last ones left in the store, and there was a huge discount… So what? And nothing – on the third day the strap, to which the defect belonged, simply burst. And so far, not a single shoe workshop has been able to find a way to make reasonable repairs. Remember: “And Balda answered him reproachfully: “You shouldn’t be chasing after cheap things, priest.”

It’s terribly interesting: how do young and ambitious entrepreneurs imagine this? We painted a lovely picture in our minds, in which the potential buyer so wants to own this particular item of this particular brand that he will agree to an “imperfect” one – he will still be able to buy it, but he can’t afford the full price, but he can. .. dreams and does not lose hope. And finally, after tightening his belt, he receives the treasured item! Which, by the way, can even be purchased in installments – this option is provided on the website.

A tempting picture… but to realize it, you need to be Saint Laurent. Or Schiaparelli. Or at least Yudashkin – in a word, someone whose reputation no longer requires improvement. Otherwise… I remember the old joke: “We have science fiction in another room.”

So what’s the end result? “Would you like to buy expensive defective items in installments? Just sign up for a fitting in advance,” these are the words I would like to characterize import substitution in the clothing sector. It’s somehow sad… but it will be even sadder if potential buyers suddenly scream: “We want it!”