A pair of beige trousers from Marks & Spencer, sold at a 25 per cent discount, sports a damage description card that boldly states ‘Sold as seen: Pen mark on left leg'. As a consumer, would you dump this piece or buy it anyway? The choice is yours, says Marks & Spencer, which was selling the above garment at its exclusive retail store in an upscale mall in Chennai.
Marks & Spencer says this global practice is part of its efforts to reduce the impact on the environment. “We ensure the products in our stores are of the highest quality. We are also committed to limiting the amount of waste going to landfill. On the few occasions when our products are damaged, we will clearly display them with décor so that customers can differentiate them from our other products. The final decision is left to the consumer's discretion,” says Mr James Munson, Head of Retail and Marketing, Marks & Spencer Reliance India.
Marks & Spencer says it has two discount cards for damaged products — “a stained garment that can be easily washed off goes at a 25 per cent discount, whereas sets of twos/threes in which one part is missing go on a 40 per cent off.”
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Is Marks & Spencer's decision a sign of its confidence? “We believe in building consumer confidence through a transparent approach,” says Mr Munson.
Mr Shripad Nadkarni, Director, MarketGate, says: “India is not alien to seconds goods. But rarely do we see them at mainstream stores. As long as the brand demarcates defective goods distinctly, its brand equity will not be dented.”