Mastering Off-Price Fashion in an Omnichannel World: What Should Brands Be Thinking?

Off-price fashion is one of the fastest-growing segments in retail. Sales in this space are expected to grow five times faster than full-price fashion between 2025 and 2030. Already, nearly 40% of off-price purchases happen online, which is growing faster than full-price digital channels.With Amazon expanding its off-price fashion offering and more consumers seeking value, brands have a major opportunity to tap into this demand if they approach it strategically.
Off-price today isn’t just about clearing excess stock. It should be treated as a distinct channel with its own goals, pricing strategy, and customer experience. When handled well, it can complement the full-price business and attract new audiences.
Selling on marketplaces like Amazon can absolutely support this strategy. Thanks to tools like Brand Registry, brands have more control than ever over how their products are presented, how pricing is managed, and how intellectual property is protected. The focus should be on building a structured presence, choosing the right assortment, maintaining consistency, and either managing the channel directly or partnering with trusted sellers.A well-balanced off-price strategy can combine both physical and digital touchpoints. Outlet stores offer immersive, brand-controlled experiences, while online platforms allow for speed and scale. Together, they reach different customer segments and support overall brand strength.
Off-price is also a smart way to connect with value-conscious, aspirational customers. If the experience is strong, these shoppers often convert into loyal, full-price buyers. It also helps brands align with sustainability goals by managing inventory more responsibly.In today’s value-driven market, off-price is not just a way to move unsold stock. It is a strategic tool for growth, reach, and relevance. Brands that approach it with clear intent and take advantage of modern platform protections will be best positioned for success.