In Brands, Insight, Retail

Not all retailers and brands play the deep-discount game on Black Friday and Cyber Monday, but they certainly want to capture the traffic from consumers’ desire to shop during this window that traditionally kicks off holiday shopping. There are three businesses betting on feel-good purchases that reinforce their brand DNA, differentiate them in all the discounting noise, and hopefully capture consumer dollars.  Black Friday has become shopping as sport with a mercenary undertone. The concept of charitable giving is certainly more in the spirit of Thanksgiving then a stampede at Walmart when the doors open. Patagonia, Net-A-Porter and Zappos are three brands focusing their marketing initiatives on a refreshing new take on doing good this weekend.

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