Autumn is here, and so are sales. Not everybody's happy with that.

Here we go again: it's not even October and the big online retailers already opened the sales battle. Up to 25% off on the new autumn/winter collections is the bargain they offer to consumers. Nothing new to that - we have been wondering and complaining many times in the past about how fashion retail destroys itself by agreeing to constant reductions all during the year. Great strategy, guys. Really.

So far sales directors reacted to unwanted sales by approaching their key accounts with threats to cut deliveries, a means that usually stayed between both parties and within the business, but with an article published a few days ago in Britain's Telegraph the whole madness seems to reach a new dimension with brands complaining about the constant sales policy-in public.

In the focus is UK's online retailer Asos who currently tries to attract consumers with "25% Off FW14 Awesomeness" and who according to The Telegraph is "facing concern from its suppliers...about the discounts". One retail chief executive who claims not to be named is quoted with saying that "Asos was damaging their brand", and some other labels seem to have "prevented the company from selling their products overseas". Obviously Asos is just one example, in fact pre-sales are happening at many other retailers as well.

Even though I doubt that we will soon see an end of early reductions it might have an impact that a wider public gets to know about the misleading price politics and that this is not a development that should be taken for granted. Don’t you think that consumers might find it strange one day that sales have become the rule and are not the exception any more? They might ask themselves about the true value of a piece of clothing when its price drops three to four times a season.

Of course, consumers look for bargains, but experience constantly shows us that any must-have of a brand will be purchased-no matter what the price tag says. The latest proof for this has just been adduced by a non-fashion company that dropped their latest version of a smart phone last week. Very close to the public, but far away from discounts.