As Black Friday approaches, some fashion brands choose alternative strategies instead of traditional sales.
- Many retailers, such as Jigsaw and Monsoon, are launching early discounts to entice consumers.
- However, some forward-thinking companies challenge the norm by rejecting discount practices entirely.
- Brands like Asket and Veja are promoting repair initiatives this season instead of offering price cuts.
- Others, including Finisterre and Lucy & Yak, decide to focus on charitable contributions instead of sales.
Black Friday, a major retail event, sees numerous brands offering enticing discounts to capture consumer attention. While brands like Jigsaw and Monsoon have begun their promotions early, offering up to 25% off, there is a notable shift among certain companies rejecting these sales strategies.
For the eighth year, Swedish brand Asket is closing its online store on Black Friday. They encourage customers to repair existing clothing instead of buying new items. Asket’s initiative underlines their commitment to sustainability and discourages impulse buying.
Similarly, Veja, a French sneaker brand, is hosting ‘Repair Friday.’ This event focuses on repairing rather than purchasing new footwear. “The most ecological sneakers are the ones we already wear,” explains co-founder Sébastien Kopp. Veja’s Paris headquarters and international stations offer shoe repairs, aligning with the brand’s ecological goals.
Meanwhile, some brands direct their Black Friday focus towards philanthropy. Finisterre is donating £2 from UK and European sales to Surfers Against Sewage, while in the US, the funds go to The Surfrider Foundation. This ‘Blue Friday’ initiative has raised significant funds over past years. Lucy & Yak, another brand, has used Black Friday as a platform for charity since 2018. The release of their limited edition collection raises funds for the Fior Di Loto Foundation, supporting education for girls in India.
Several brands have abandoned Black Friday discounts altogether, seeing the event as a driver of excess consumption. Fristads, a Swedish workwear brand, advocates for investing in durable, sustainable clothing instead of participating in mass discounting. Aligne, a womenswear brand, maintains its commitment to fair pricing year-round rather than slashing prices during the holiday season. Both brands stress the importance of quality over quantity, seeking to change consumer habits.
These alternative approaches by fashion brands reflect a growing shift towards sustainability and philanthropy, challenging the convention of Black Friday.
