in highly perishable goods such as fashion products that are susceptible to seasons,
gross margin is meaningless if the product does not sell as planned.
In simple terms, you make more money if you sell more, even at a lower margin 30% on sales of Rs.
100 is better than 60% on Rs. 10.
Given the unpredictablility in fashion, it is quite likely that you will end up selling a large proportion of your products at a discount. For many retailers, 35-40% of the total merchandise being sold at hefty discount is quite the norm.