This GSS, IUIGA decides on the unconventional – to do away with all promotions and sales. Every year, during the months of June to August, brands around us launch massive deals to capture a share of a shopaholic’s wallet.
What is the Great Singapore Sale?
For the past 23 years of my life, I have heard the term “GSS” many times. Yet, it did not struck me as odd that we would have a massive sale in the middle of the year. After snooping around, I finally understood the origins of the GSS. GSS was inaugurated in 1994, when Singapore’s economy was growing at a tremendous pace. Hence, employers often rewarded staff with mid-year bonuses, incentivising brands to leverage on sales and attract consumer spending.
Why are we not having a sale?
At IUIGA, we thought long and hard about our GSS Campaign. Even as every brand in the market launches their own sale, we did not want to jump on the sales bandwagon. But as marketers, we find that massive price markdowns damage the brand’s value in the long term. Short term promotions tend to shift the focus from the brand’s intrinsic value, narrowing the attention on only the price of its products.
Additionally, with IUIGA’s streamlined prices, it is almost impossible for us to offer a massive markdown without operating on a loss. Hence, IUIGA exists to tell a story – A brand that streamlines and open up about their profit margins can survive without sales.
So, if not for a sale, then what are we doing this GSS?
IUIGA was made by Singaporeans, for Singaporeans. We know the pains of a small local business, striving to compete with the big players. The route to breaking even, fretting over inventory, and struggling to find the right team of employees are experiences unique to a small growing business. Thus, we find it more meaningful to extend our support to other local brands that may be going through the same struggles as us.
To celebrate this exclusive campaign, we are teaming up with our favorite homegrown brands to do a weekly giveaway. This gives our fans an opportunity to know more about our local products and services, and as well as to introduce you to the faces behind these brands.
#SupportLocal This GSS
The #SupportLocal campaign officially starts on 19th June 2018, till 15th August. Here are some of the local brands that are on board with our #SupportLocal Campaign!
- Ellysage: Stylish outfits for the fashion forward women.
2. Faire Leather Co: Luxury leather wallets at a fair price.
3. Wakemusters: Get your adrenaline fix under the sun, and on the waters.
4. Hush Candles: All-natural candles to help you relax after a long day.
5. Diving for Pearls: Glam up your outfit with these statement pieces.
Check back in every week as we will be launching a giveaway with different partners every Monday!