Why Even Luxury Brands Can’t Quit Discounting

During the pandemic, many luxury brands pledged to rein in – or even end – discounting, which had become a year-round habit in many corners of the industry. Sticking to that promise has proven harder than expected. To understand why, it would be helpful to look back at how the industry has navigated the last few years:

Starting in the 2010s, the luxury calendar morphed from two seasons to numerous drops throughout the year. Online, brands…