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"This proposal of the Athens commercial union follows the example of the American model and it will facilitate the faster capitalization of money," says Antoniou. The businessmen who take their own initiative will benefit from the measure. Within the period of sales, everyone should make his or her own campaign to increase sales. "The commercial representations that expect to increase their turnover because of the officially announced sales do not benefit from it. It takes extra work in order for the period of promotions to have a positive impact on trade," Antoniou is adamant.

We can surely say that now more than ever, the Greek fashion retailers rely more on creativity than on high consumption compared to the period before 2008. Like in Andersen’s fairy tale "The Emperor's New Clothes", it is now a matter of presenting your goods rather than of their diversity in order for you to be able to attract new customers.