Beyond Black Friday: Fashion brands that refuse to conform

As the founder of a marketing agency, I've seen all sorts of marketing gimmicks and sales tactics. But today, I want to talk about something different.

It's Black Friday, a day that's become synonymous with shopping frenzy. Yet, there are some fashion brands out there making bold statements by refusing to participate in this madness. Their reasons? Quite compelling.

First up, let's talk about Batch London. This brand offers stylish suits for both men and women, that are made - well - in batches. So customers have to wait for them, and they’re as far away from the concept of fast fashion as possible. Julian Osborne, one of the co-founders, made quite the statement on LinkedIn today:

"We'll keep this brief: fuck Black Friday. Our culture of consumerism has spiralled totally out of control." - Batch London

Instead of slashing prices, Batch London doubled them! And they went a step further. Buy a suit on Black Friday, and you're in for a treat – a personal tour of their factory and a fancy dinner. That's one way to stand up to the frenzy!

Next, there's Frahm, led by the bold and unapologetic Nick Hussey. "Black Friday can shove it," he posted. Frahm is all about sustainable, well-made jackets for men. They don't overstock and maintain consistent pricing year-round. It's a refreshing approach in an industry often driven by discounts and overproduction.

Lastly, we have Neem London, a sustainable men's fashion brand led by Nick Reed. Reed shared some startling facts on Black Friday's impact, both on the environment and the fashion industry. At Neem London, they're focusing on timeless, seasonless products, doubling donations to climate change causes, and offering secret free gifts. Their approach? No discount buffers, just quality clothing with a transparent supply chain.

These brands are challenging the status quo. They're not just selling clothes; they're making statements about consumerism, sustainability, and the future of retail. It's about controlled stock, pre-orders, rewarding loyalty, and encouraging consumers to buy second-hand or low-impact clothing. They're not just thinking about sales; they're thinking about the planet and the long-term effects of our buying habits.

As someone deeply involved in the marketing world, I find this stance not only brave but necessary. It's a conversation we need to have. We need to think about what we're buying, why we're buying it, and the impact it has. These brands are leading the way, showing that it's possible to do things differently.

So, what do you think? Is it time to rethink Black Friday and our approach to consumption?