In an era where consumer discernment is sharper and brand loyalty increasingly influenced by value-driven narratives, fashion consultant Kenchen Bharwani is at the forefront of redefining how shoppers view and trust off-price fashion.
By industry standards, the off-price fashion segment has long been perceived as an afterthought, where surplus garments go to be salvaged. Yet, over the last decade, a quiet shift has taken root, transforming this secondary market into a primary driver of consumer engagement and the numbers tell a compelling story. According to The Anchor, visits to off-price chains grew in Q1 2025. Burlington saw visits grew 6.5% year-over-year, followed by T.J Maxx and Marshalls with increases of 3.8% and 3.3% respectively. At the centre of this evolution is Kenchen Bharwani, whose consulting work with leading retailers and manufacturers has helped reposition off-price from clearance bin to cultural cue.
Consumers today are not just bargain hunting, they’re making what Bharwani calls “value-validating decisions.” As a fashion consultant in Empire Apparel LLC and through her work with various global manufacturing partners, Bharwani has advised on styles, fabrics and assortments that reflect trend cycles in real time, allowing off-price retailers to offer garments that feel current, not discarded.
“Off-price can no longer be viewed as what didn’t sell,” she explained. “The most successful players are the ones creating intentional second-channel strategies, and the consumer is responding.”
Her influence can be seen in how brands now treat their excess. Rather than dumping bulk unsorted stock, retailers are working with Bharwani to segment product by fabric type, colour story, and seasonal relevance. This curated approach has played a critical role in encouraging full-price shoppers to adopt off-price purchases as smart and intentional, not compromising.
One of Bharwani’s game changing strategies lies in the way she guides assortment architecture. Her consulting mandates often involve analysing high-performing silhouettes from full-price retail and cross-matching them with regional stocklot availability. By introducing tighter curation that align with what customers are already conditioned to want, only now at a value, she helped shift the customer perception from leftover to limited-edition, creating a sophisticated distribution strategy.
Another one of Bharwani’s most notable contributions lies in shaping how the industry understands consumer behaviour. The psychology behind fashion purchases has shifted dramatically. Where once luxury was synonymous with exclusivity and high price points, today’s consumers equate luxury with conscious choice.
Based on the recent survey from Coherent Market Insights, 70% of off‑price shoppers report seeking branded goods at a discount, while 40% cite sustainability as an influence in their purchasing decisions. This dual motivation, desire for quality and demand for accountability, has propelled the off‑price category into mainstream relevance.
Against this backdrop, Bharwani’s approach offers a real solution. Over the past decade, she has facilitated the redirection of millions of unsold U.S. garments into off‑price channels, preventing massive waste while unlocking significant recovery value for fashion brands. This has enabled companies to salvage profitability without relying on deep markdowns, preserving brand integrity while addressing growing consumer concern for sustainability.
“The deal is emotional,” she says. “Consumers feel achievement when they buy something stylish, responsibly sourced, and aligned with their budgets. It’s no longer just about saving money, it’s about saving face with the planet.”
At its core, Bharwani’s work responds to a seismic shift in how consumers rationalize fashion. No longer driven by novelty alone, shoppers now seek meaning behind the price, be it environmental responsibility, craftsmanship, or insider savvy.
Today, many off‑price retailers bring product to market within weeks of its full‑price debut, often priced 30–60% below retail. This enables consumers to access current trends without the premium, reinforcing the idea that smart shopping is part of modern status. For younger consumers, the thrill of discovery has become integral to the shopping experience. Based on The Anchor’s 2025 analysis, off‑price shoppers not only browse longer but return more frequently than full‑price buyers, with store loyalty tied to both affordability and the perception of conscious luxury.
Bharwani understands this nuance, and her strategies cater to it. By aligning off-price with contemporary values, without sacrificing product appeal, she has elevated the segment’s relevance to the modern consumer.
“Today’s shopper wants to feel like they outsmarted the system,” Bharwani says. “They want quality, but they also want to feel clever. The new luxury isn’t just the label,” Bharwani observes. “It’s the knowledge that your choice is chic, ethical, and economically wise.”
Bharwani’s impact is being noticed beyond buyers and supply chain executives for her innovative approach to surplus strategy. Her influence touches every tier of the retail experience, from manufacturer to merchandising to consumer psychology. And in doing so, she is definitively reshaping one of fashion’s most misunderstood sectors.
With the U.S. resale and off‑price sector now capturing a majority share of apparel foot traffic and projected to grow steadily through the years, Bharwani’s work is central to its trajectory. Her unique combination of consumer insights, sustainability leadership, and global supply chain expertise demonstrates the kind of extraordinary ability that redefines industries.
By converting waste into opportunity and influencing how Americans think about value, Kenchen Bharwani has proven that off‑price is not a compromise, it is the future of responsible fashion.
