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This is what the Albion wanted to avoid. Single season shirts slashed in price before end of January... (Situation could be avoided by making them two seasons, I know)

Yeah, but if they all still have them available in July - with a new kit weeks away - who's the genius?

Alternative view: they over-ordered and are now selling at a discount, pissing off loyal fans who bought one just a few weeks ago.

"Sorry kids - didn't look until mid-Jan. They've sold out." The end.

In fairness... when new stock arrived in December, the club announced there would be no more coming. That was effectively last chance to buy. I imagine sales would naturally fall sharply after Xmas when a kit is in its final few months. Think I saw WBA advertising 30/40% off shirts?