Are sales still part of our culture in the future?

How relevant are the bargains and accompanying overconsumption when we need to move towards a climate-neutral society and at the same time Europe is allocating more and more budget to military targets?

Sales on sale are a symptom of overproduction by companies that feel the need to fill retail premises at excessive rents. Totally distressing is that we have been saying this for 5 years, as I wrote in 2020 – in the midst of the corona period – sales and selling clothes below the right price put pressure on the supply chain and are a contributing cause of humane conditions in the production chain and overconsumption in affluent countries.

On the other hand, seasonal sales or clearance sales are useful to get rid of unsold sizes or the chance to attract new customers who would otherwise not be able to afford the products, but they should not be an excuse for overestimating the purchasing policy and/or “in order to have enough sales in July to pay the rent when others are selling out”. For the sake of that duality, we do want to offer tools to help you shop sales in a more positive way. Here we explain with 5 tips how you can handle sales more sustainably and still consciously score a bargain.

Moving seasonal sales?

In addition, more sustainable and slow fashion entrepreneurs have been calling for a shift in sales for years. Because to have summer dresses or shorts on sale mid-June or during sales promotions in early July when summer has only just begun, has been too crazy for years and encourages overconsumption among consumers.

Ideally, this “end-of-season” would follow climatic realities more closely but that is out of our control. The entire chain has to adapt to this reality. We do believe that this is gradually happening and that brands are adjusting the timing of their deliveries and the content of their collections accordingly.As an industry organisation, Mode Unie will continue to have discussions with brand manufacturers so that our members increasingly have the right products in the shops at the right time.

- Isolde De Langhe, Director Mode Unie

A good sales period is a sign of a systemic problem.

At the start, middle or end of a sale, it is often highlighted that it was a good sale. This should encourage shoppers to continue looking for bargains. The media also has a role to play here. Why don’t new collections or the weather during a particular shopping season receive equal media attention? If the media only covers retail during sales, it reinforces the culture of sales instead of being part of the change.

If, at the end of the sales period, there is again talk of ‘good sales’, this merely means that fewer items were sold during the season as an ever-growing foreign direct-to-consumer platform takes market share. The numbers don’t lie: in 2019, Europeans bought an average of 19 kg of textiles; now it’s 22 kg (source: European Environment Agency). When you consider the growth figures of ultra-fast fashion alongside the sales figures of local retailers, shops, and any local fashion entrepreneur (sustainable or not), it is genuinely nauseating.

But why then do we all buy so many sales?

How is this embedded in our culture and how can we change it?

Belgian and Dutch families see shopping as a social activity. We mostly compliment each other when someone is wearing something nice and new, but we need to change the narrative. Social outings can become upcycling workshops, craft classes and/or repair options. Our compliments should encourage each other to start wearing that dress that looks so good on you as much as possible.

Purchases give a momentary feeling of happiness and a little dopamine shot, but this “happiness hormone” linked to a new garment expires very quickly. And it’s addictive too. But how do you get rid of this addictive behaviour?

What is Dopamine:

Dopamine as a reward system:
Dopamine is a neurotransmitter involved in reward and motivation. When we do something fun, such as shopping, dopamine is released, giving a feeling of pleasure and reward.
Short-term spike:
This dopamine release is usually short-lived. The euphoria of a new purchase diminishes quickly as the excitement about the purchase subsides.
Other factors:
- Social comparison: The feeling that others will appreciate or approve of your purchase.
- Self-image: The purchase can contribute to a more positive self-image.
- Background: An individual’s expectations and needs come into play.
Self-image: The purchase may contribute to a more positive self-image.
Background:An individual’s expectations and needs play a role.
Long-lasting effects:
Long-term positive effects on your mood or well-being from clothing purchases are unlikely. You may feel the same afterwards as before, or even worse if you regret the purchase.
‘Shopping therapy’:
Although some people feel better temporarily by shopping, it is not therapy and does not have a long-term positive effect on mood.
In essence, the dopamine boost after a clothing purchase is short-lived and subjective. It is not something you can rely on long-term for feeling good.

How can you get rid of addictive behaviour, fuel the happiness hormone in a different way?

Now, you can also get those little shots of dopamine by teaching yourself new behaviours: Get the COSH! app as a counter signal to overconsumption, it does not only help you find more sustainable local and ethical second-hand shops, but you can also digitise your own wardrobe.

The COSH! Digital Wardrobe app is designed so that if you interact with it you will create new outfit combinations with clothes you already have, and it also makes a daily outfit recommendation with an item you haven’t worn for some time.

In top of that you plan or track your outfit(s) daily or weekly and/or indicate in the COSH! app when your clothes break down, this additionally collect valuable data that can shape local & European policies.

This is data that can reward quality brands whose products achieve more than 30 wears. For the ultra fast-fashion items that only last 3 wears, producers should have to pay more for the cost of recycling.

Niki de Schryver

Just because measuring the durability and actual lifespan of clothes is important, several online shops and local shops have already been linked to the COSH! cash register system:

Supergoods Antwerp
Supergoods Mechelen
Infantium Victoria from Brussels
Atelier Content women’s shoes with shop in Ghent and Antwerp
Wolvis knitwear from Ghent
My Melonade region Hasselt
Godfriends affordable tailor-made jeans from Wakken
Abelone Wilhelmsen Slow Fashion Antwerp
Terra Cotta second-hand kids clothes from Ghent region
Binti african slow fashion design shop from Antwerp
Wesen in Berlin
Chlues children’s clothes that grow with you
Julahas from Amsterdam
Spica Lifestyle from Arnhem
Udiri artisan jewellery directly in Uganda

Moreover, if you first download the app (click here for iphone and here for Google Play Store) and then log in to their webshops with the same mailaddress, you can also see your items in your shopping basket appear in your app, so you can see if it matches the clothes you already have.

If you, like more than 1,000 other weekly users, use the digital wardrobe frequently, you will be contributing to large-scale research.

The initial data speak for themselves, with over 1,000 active users we find that fast-fashion brands are worn 3 – 5 times on average, with quality shoes by Atelier Content getting at least 10 wears but reaching extremes of 185 wears (and counting) or sustainable bags by Lies Mertens getting 150 – 492 wears, which is evident with a handbag you use daily.

That’s why we think it’s important to take actual wear data into account before Belgian brands are taxed equally on recycling fees, when they put much less pressure on the system that fast fashion.

Brands or entrepreneurs interested in participating in the large-scale study from Belgium or the Netherlands can contact us at info@cosh.eco or schedule an appointment in our calendar.

The benefits of using a digital wardrobe

1. CO₂ reduction

Estimate: Using a digital wardrobe app can lead to a reduction of about 150 – 300 kg of CO₂ per year per user.

Basis of calculation: Since each garment avoided is estimated to save an average of 25 kg CO₂, and users with a digital wardrobe app report wearing existing clothes more often and postponing new purchases, this could prevent the purchase of 6 – 12 new garments per year. By avoiding these purchases, we achieve: 150 – 300 kg of CO₂ saved, which is comparable to taking a car off the road for about a month.

12 digital wardrobe users save as much CO2 as one less car on the road for a month.

- COSH!

Concrete example: Suppose you normally drive 20 km a day, 5 days a week, with a car that emits 150 g/km of CO2. That’s 150 g/km * 20 km/day = 3000 grams of CO2 per day, or 3 kg. Over 5 days, that’s 15 kg of CO2. If you don’t drive this for a month (about 20 working days), you save 20 * 15 kg = 300 kg CO2. If you then also use a bicycle, the savings can be much bigger.

2. Water savings

Estimate: If a digital wardrobe app can save around 24,000−48,000 litres of water per user annually.

Basis of calculation: Each garment requires about 4,000 litres of water (based on averages for jeans and T‑shirts). If you avoid buying 6 – 12 garments a year, you will save between 24,000 and 48,000 litres of water. This amount can cover the water consumption of an average household for 1 – 2 months.

One digital wardrobe user saves as much water in 1 year as an average household uses for 2 months.

- COSH!

3. Reduction in new garment purchases

Estimate: Users of digital wardrobe apps tend to buy 20 – 30% fewer new garments annually.

Basis of calculation: Studies show that once people are aware of their wardrobe inventory, they become more conscious in their shopping habits. For someone who used to buy 40 items a year, a digital wardrobe app could reduce this to around 28 – 32 items a year, making users consume less and reuse more effectively*.

We at COSH! recommend spending the same, but on better quality and/or more sustainable brands, so you can start wearing them for longer too.

- Niki de Schryver

*Note: this is still well above the recommended maximum of 5 new pieces per year.

4. Increased wardrobe usage (% increase)

Estimate: The use of a digital wardrobe app can increase wardrobe use by 20 – 40%.

Basis of calculation: Many consumers only wear around 20% of their wardrobe regularly. The COSH! digital wardrobe app improves visibility on your closet and provides outfit suggestions, encouraging users to rotate more of their items. This can increase wardrobe usage to 24 – 28% on average, with some users even reaching 30 – 35% usage, allowing users to fully utilise their wardrobe.

5. Improving cost per garment

Estimate: The average “cost per wear” per garment improves rapidly from €10-€15 per garment to €5-€8 per garment, per wear.

Basis of calculation: Before using a wardrobe app, items may be worn irregularly due to a lack of oversight or need for dopamine (and new shopping), leading to a higher cost per “cost-per-wear” per garment. For example, if a €50 item is only worn 5 times, the cost per wear is €10. A digital wardrobe app encourages more frequent use of each item, which can double or triple the number of wears and reduce the cost per wear by as much as 50 – 70%.

These specific statistics indicate that a digital wardrobe app can have a significant impact on both individual consumption and the environment. The app supports more sustainable fashion habits by reducing unnecessary purchases, maximising wardrobe use and reducing the carbon footprint per user.

PS: This article has been fast-tracked to publish online due to accute demand for TV interview by VTM news on 28.6.2025. We will add all sources and appropriate linking during the working week.