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How Tamaris transformed pricing across 25+ markets with 7Learnings

Tamaris dropped discounts, doubled efficiency, and scaled local pricing across 25+ markets. Here’s how they did it and why fashion’s pricing playbook is being rewritten.

A blueprint for fashion’s pricing future

Fashion retail is under pressure. Consumer confidence is shaky and customers are increasingly value-driven. Inflation is squeezing margins, and the old reliance on blanket discounts is falling short. The rules of the game have changed, and smart brands are pivoting, using pricing strategy as a lever for success. 
Tamaris
Wortmann Group’s flagship brand saw this shift coming and joined forces with us at Tradebyte and our partner 7Learnings. Its strategic overhaul of pricing across 25+ markets to reduce discount dependency, streamline operations, and unlock intelligent, localised AI-powered pricing is more than a success story. It provides a blueprint for the future of fashion commerce. 

Why pricing matters more than ever

According to McKinsey’s State of Fashion 2025, nearly 70% of fashion leaders cite consumer confidence as their top risk, and most expect volume, not price, to drive growth. That means pricing must become smarter, more agile, and more localised.

At the same time, AI and predictive analytics are opening new doors. As highlighted in our own E-commerce in 2025 report, forward-thinking brands are turning to data to:

  • Tailor price points by region, channel, and customer profile
  • Benchmark in real time
  • Forecast demand and avoid overstock
  • Support sustainable growth through smarter inventory control

Tamaris is proving what’s possible when these trends come together.

Tamaris results: precision over pressure

Tamaris didn’t just adapt, it transformed. Operating in over 70 countries and selling across dozens of marketplaces, each with its own pricing rules and consumer dynamics, Tamaris faced a level of complexity that made manual pricing management inefficient and unsustainable. Together with Tradebyte and 7Learnings, Tamaris deployed an integrated, AI-powered pricing strategy that delivered:

Atessa Dreier

Buying & Merchandising Manager at Tamaris

We are now able to manage prices in a much more targeted and customer-centric manner and in less time. The collaboration was always competent, targeted, and solution-oriented!

What does this mean for fashion retail?

The Tamaris case is just one example of strategic pricing overtaking the old model of reactive markdowns. 7Learnings’ latest report, The State of Fashion Pricing, developed in collaboration with Dealavo, analysed over 2,000 retailers and brands and uncovered a clear industry shift: average discount levels dropped by 12% in 2024 compared to the previous year, signalling a move away from aggressive markdown strategies. 

The report also showed that pricing across marketplaces and brand webshops is converging, creating a more unified and competitive landscape. Underpinning these changes is the growing adoption of AI, which is enabling brands to implement precision pricing at scale.

Indeed, AI is emerging as the key differentiator. More than half of fashion executives now rank AI-powered discovery and pricing among their top priorities for 2025, according to The State of Fashion 2025, recognising its potential to drive smarter, faster decision-making.

Meanwhile, value perception is becoming a critical lever in consumer behaviour. Even shoppers with disposable income are gravitating toward outlets and off-price retailers, highlighting the need for pricing strategies that communicate value without eroding margins.

In this environment, precision consistently outperforms blanket promotions. Leading brands are moving away from one-size-fits-all markdowns and instead tailoring assortments and price ladders to specific markets, channels, and customer segments.

Join the conversation with 7Learnings and Tradebyte at ECD Munich

As the industry moves away from mass markdowns, agility and precision are becoming the real currency. Want to hear more about how to navigate these trends? Join the ECD Munich on 21 May and explore how AI, analytics, and marketplace integrations are rewriting the pricing playbook

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