Sales in advance, it is controversy: the complete calendar

Despite existing precise regulations on the dates ofStart of the salesthe discounts on the clothes possible twice a year, the associations of operators report that many online stores, but also some physicists, begin in advanceviolating the established regional rules.

A practice that would put in further difficulty the historical shops of the centers of the cities, always in greater difficulty due to the competition of the online store. Meanwhile, the great brands of fashion warn against possible scams.

When the 2025 sales begin

The question of sales in advance varies from region to region. The official date of the start of summer discounts on clothing, July 5thIn fact, it has several exceptions according to the various local regulations that determine when you can start applying promotions.

The regions that make exceptions for the calendar of summer sales 2025 are:

• Sicily, 1 July;
• Tuscany, 6 July;
• Autonomous Province of Trento, no date set;
• Autonomous province of Bolzano, July 16.

The duration of the sales period can also vary. In most of the regions, discounts will last 45 days, in Liguria 60.

Piedmont has a more flexible legislation, but puts a roof to the 8 -week sales period. However, there are several cases in which the shops, especially the online ones, find strategies for start in advance.

Often the sales in advance are called in another way, using names such as special promotion or by reserving the discounts for the so -called top clientwho signed a loyalty card.

The protests of sector associations

However, the phenomenon puts historic shops in difficulty, which respect the dates also for their exposure but which for years have been in difficulty. On average, in Italy, 18 physical clothing stores close every day, which do not hold the competition of the online stores and, more recently, of Chinese e-commerce such as Temu and Shein.

Valter Gianmariapresident of Confesercenti Roma, instead asks for a return of the annonaries, who controls the physical stores before the dates of the sales, but also recalls the competitive advantage of the online platforms:

In addition to this illegal discounts, our sector is attacked by 10 global platforms on the web, such as Amazon, who can allow themselves to make continuous promotions because they have a tax at 15% while we are 60% between taxes and contributions

Alerts against scams

Another warning on the sales comes from the great houses of fashion and luxury. Brands like Louis Vuitton, Hermes, Chanel and Gucci They kept remembering, in their shops and sites, which is not a corporate policy to apply discounts of any kind, not even during the sales season.

The luxury brands emphasize that finding a discount product means, in all likelihood, to buy a fake. “The idea of ​​being able to buy online Our bag on salein the hope of ensuring the famous brand quality at a discounted price, it is as inviting as unreal “says the Louis Vuitton website.

Summer sales 2025, when they start