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Black Friday: Why many fashion firms will not join this event in Spain?
It is no secret to anyone that Black Friday or Black Friday is one of the most anticipated dates by consumers, to make purchases with optimal discounts.
Being a period of promotions imported from the Anglo-Saxon culture that stimulates purchases during the Christmas season and coincides with Thanksgiving in the United States.
In the case of Spain, this trend of sales has been promoted for many years and there are many brands that have been integrated to satisfy the needs of their customers.
He more than 63% of Spanish buyers wait to take advantage of Black Friday promotions and make their Christmas purchases.
Despite the fact that many brands have joined this promotional event on the last Friday of November, what is certain is that there are many firms that have dispensed with this event. In other words, they have inaugurated an opposite current in defense of a moderate and conscious consumption to support sustainability, thus ensuring a "slow fashion" that is increasingly present.
Black Friday tends to have a serious environmental impact
Faced with this new initiative, many Spanish firms have questioned the frenzy or disproportionate exaltation that the famous Black Friday generates in buyers, in search of bargains to celebrate this day.
In effect, the Spanish brand The Extreme Collection, regarding said day, points out that senseless consumption is encouraged that produces a serious environmental impact, and even negatively intervenes at a social level, as well as in consumption and in production processes.
Another of the firms cataloged "mande in Spain" that joins this movement and chooses not to participate in the discounts, is Coming. Since it prefers to support social and environmental responsibility, instead of encouraging mass consumption that, ultimately, is not aligned with the values of the brand.
In this sense, Is Coming is characterized by being a brand that promotes responsible consumption through its "Buy Back" system in which a garment repurchase system is managed with the aim of obtaining 25% of the value of the garment to discount on the next purchase.
The new alternative movements to Black Friday
With a concept similar to that of Blanck Friday, new movements have emerged in Spain as an alternative to create consumer awareness and provide visibility to the need of human beings to stop compulsive consumption.
Thus, Sepiia together with the non-profit association "Your image, your opportunity", have proposed an initiative called "Transparency Friday" to raise awareness about consumer responsibility and its important impact on society.
With this, they encourage the donation of a garment to this association for each garment sold on Friday, November 26; being an organization that helps people at risk of labor and social exclusion.
In that sense, Federico Sainz de Robles, CEO of Sepiia, declares that they prefer to offer a fair price throughout the year, instead of inflating their prices to offer promotions once a year.
In this way, it is easier for clients to understand the costs that the firm handles and the impact of the garments to be obtained.
On the other hand, it is also pertinent to emphasize the movement known as "Green Friday" which is led by Weleda in its faithful commitment to nature.
Based on this, they highlight that unnecessary purchases during Black Friday generate a high volume of waste in factories, consume numerous liters of gasoline in transport and add CO₂ emissions.
Therefore, they motivate people to reflect on responsible consumption and invite them to avoid compulsive or abusive purchases on said business day.
To compensate for the loyalty of their customers in order to raise their awareness, they promote other strategies than definitely avoiding unnecessary or impulse purchases.
The big luxury houses have always been unmarked from Black Friday
Luxurious fashion houses have always been inclined to dispense with Black Friday and any marketing action that must use the word "promotion", "offer" or "discount".
Their products go much further than that and are not targeted for bargain hunting, or unlimited-time sales, and they are not intended for compulsive shopping.
In effect, they promote the idea that "When a firm offers rebates, the customer's perceived value deteriorates and can lead to frustration".
In addition, they know that their luxury products are ideal for customers who are willing to pay the necessary price for the product they wish to purchase. With what they enjoy the desired exclusivity.
This is how in the other days of Black Friday, some of the brands that do not join this initiative and put their brand values above all else are:
Dior.
Louis Vuitton.
Chanel.
Cuttlefish.
Loewe.
Cartier.
Carolina Herrera.
Hermes.
Mutita.
Weleda.
Now that you know the social and environmental impact that Black Friday generates, you better choose to become aware to avoid being an impulsive consumer. This could trigger other harmful practices.
