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Industries · Fashion & premium retail

In fashion, the deepest discount does not win. The better timing does.

Mid-season sale, Black Week, final sale: the platforms set the pace, and whoever reacts a week late sells the same goods later at half the price. Reyo reads newsletters, push, Meta ads and websites of your competitors and tells you when they start – before your team notices it in the inbox.

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Demo view · sample data

Competitor set

Your set is bigger than your main competition.

Fashion teams watch three rings: the platforms that set the sale calendar, the multi-brand houses they are measured against, and the fast-fashion brands that set the discount floor.

Reyo sorts them into views: main competition, role models, entry-price segment – switchable with one click. Every brand comes with its newsletter history since December 2023, its push messages and its Meta ads.

The point is not to see more. The point is to see the same eight brands every week and notice on Monday when one of them breaks its pattern.

  • Platforms
    • Zalando
    • About You
  • Multi-brand houses
    • Peek & Cloppenburg
    • s.Oliver
    • Tom Tailor
  • Fast fashion & niche
    • H&M
    • Mango
    • Hunkemöller

Example set from public brands. In your demo we set up the brands you name.

The newsletter announces the sale. Push and ads tell you how serious it is.

Fashion is an email-first market – but the decisive signals are often in the channels no inbox sees.

  1. Newsletter

    The lead channel. Several mails per week in season, each with discount, code, minimum order value and the assortment it applies to. Reyo reads every one and stores the original HTML.

  2. Push

    The platforms move their sharpest offers into the app. Reyo receives push messages from 50+ retailer apps on its own devices – a channel classic newsletter benchmarks leave out.

  3. Meta ads

    Ads show which collection a competitor actually pays to promote, how long a creative runs and when the mechanic changes from new-in to sale.

  4. Website

    Sale banners and category discounts confirm whether a mail offer applies store-wide or only to a segment.

The fashion year has four sale windows. The winners open theirs one week earlier.

Discount depth in fashion barely changes across the year. What changes is who starts first – and how many mails follow.

Jan–Dec
JanFebMarAprMayJunJulAugSepOctNovDec

  • Winter & final sale

    Clearance of the autumn/winter season, deepest discounts of the year.

  • Spring drops

    New-in instead of discount: collection launches, few price mechanics.

  • Mid-season & summer sale

    The first big sale window – the one most often pulled forward.

  • Autumn collection

    Back-to-school, new-in, first early-bird offers.

  • Singles’ Day & Black Week

    Highest frequency of the year. Volume rises, discount depth mostly does not.

  • Christmas & pre-sale

    Gift mechanics, then the early start of the winter sale.

Our Black-Friday benchmark across 136 retailers, 10 industries and 3,361 newsletters shows the pattern: the season starts at the beginning of November, the median discount stays where it was in October, and what rises is the number of mails per retailer. Black Friday turns up the volume, not the discount.

Read the Black-Friday benchmark

Who starts in which calendar week

Beta

Predictions estimate, per competitor and calendar week, how likely a campaign start is – 4 to 24 weeks ahead. 84 % hit rate in the backtest (four-week horizon, beta).

Demo view · sample data

What Reyo tells you

A recommendation, not a dashboard.

Every recommendation names the action, the evidence and the next step. This is what one looks like for a fashion team in June.

Example recommendation · sample data

Pull your mid-season sale forward by one week.

Three of your six main competitors started their mid-season sale in week 25 in both of the past two years. The forecast sees week 25 as the busiest of the quarter and week 24 as the quietest.

Evidence

  1. 01Newsletter history: mid-season start in week 25 at three competitors (2024 and 2025)
  2. 02Forecast week 24: lowest expected activity in your set
  3. 03Meta ads: no sale creatives active in the set as of today
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You start ahead of the market instead of behind it.

  1. 01

    Timing with a reason

    You know the sale calendar of your set before the season – and you see on Monday when someone deviates from it.

  2. 02

    A discount that is argued, not guessed

    Median, range and mechanics of your competitors per window. Your discount is a decision with evidence, not a gut feeling.

  3. 03

    A Monday meeting that starts with a verdict

    The weekly digest arrives at 8:15 with the market situation and three recommendations. No screenshot collection, no forwarding chain.

Reyo reads other markets, too.

E-commerce & multi-brand

Several shops, several competitor sets, one platform: each team gets its own feed, management gets the whole picture. The sets run per category rather than per company – Zalando and About You for fashion, Douglas and Flaconi for beauty, Westwing and Home24 for home, MediaMarkt and Cyberport for electronics.

Specialty retail

Pet supplies, optics, kids fashion, food & wine: small sets, loyal customers, occasions that are not in the trade calendar. A set here is five to eight names, not fifty – Zooplus and ZooRoyal in pet supplies, Fielmann and Mister Spex in optics, Hawesko and KoRo in food and wine.

See your fashion competitors live.

Name three brands. We set them up before the call and show you in 30 minutes what they are sending right now – and what you do with it.

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