In other cases, they discount merchandise which has remained unsold due to warm winter weather. Discount shops, outlets, supermarkets and other mass merchandisers purchase directly from licensed overseas factories. Overseas manufacturers sell them directly because they purchase them in quantities, but this is beyond our control. First of all, whether they go well with clothes. Then how attractive their patterns and designs are to consumers.
Brand names are also important.
More recently, an increasing number of consumers are taking price into consideration. In the past, silk scarves were the commonest type, but synthetic fibers too have become popular. A brand house, say, Pierre Cardin, proposes a plan to their licensees concerning the trends they hope to create. Based on this proposal, licensees formulate plans for different countries and show them to the brand house for approval. Licensees have a say in deciding the plans, and if they are not happy with them, they make counterproposals for reconsideration by the brand house.