It's summertime, and it's also an intense period for fashion retailers and consumers in general. The streets are crowded and a high quantity of people are searching for low prices and good deals. For us, this period is an opportunity to explain why we are not "in the mood for "sales. Does this means that we don't practise discounts? No, we have a Sample Sale collection, always on sale, composed by last items and samples  and sometimes we offer small discounts that work as thank you treats to our community. They are huge for us, though, and you will understand why later. The fast fashion brands already have in count the "sales discount months" when developing and pricing their products. It means that even when the discounts are applied, they still have some profit on it…