Black Friday and Spanish fashion: How to survive the discount storm?

Black Friday has become an unavoidable event for retailers, and Spanish fashion is no exception. However, for many artisanal brands, with tight margins and limited production, this date can be a double-edged sword. Participating in the discount frenzy may be necessary to compete, but it can also jeopardize the brand's profitability and perceived value.

The challenge of maintaining the essence of slow fashion on Black Friday

Imagine Ana, a young designer with a small sustainable clothing brand. Ana creates unique garments with organic fabrics and natural dyes in her Barcelona workshop. She puts her heart into every design, taking care of every detail and striving for the highest quality. But Black Friday is approaching, and Ana faces a dilemma. She knows she must participate to avoid losing sales, but how can she do so without sacrificing the profitability of her business and the essence of her brand?

This is the reality for many Spanish fashion brands. Black Friday forces them into a race for discounts that they often can't afford.

The Black Friday dilemma for Spanish fashion:

• Reduced margins: Artisanal brands often work with high-quality materials and more expensive production processes, which limits their profit margins. Offering large discounts can negatively impact their profitability.
• Fierce competition: Black Friday intensifies competition, not only among Spanish brands, but also with international giants and fast fashion, which can afford more aggressive discounts.
• Perception of value: Excessive discounts can affect a brand's long-term perception of value. If customers become accustomed to buying at discounts, it may be difficult to return to full-price sales.

Tips for surviving Black Friday for both your physical store and your e-commerce:

• Strategic Discounts: Instead of applying across-the-board discounts, consider offering discounts on specific products, past collections, or creating special bundles.
• Alternative promotions: Offering free shipping, gifts with purchase, or exclusive access to new collections can be a good alternative to discounts.
• Value-based communication: Communicate your brand's value beyond price. Highlight the quality of the materials, local production, exclusive design, or the story behind the brand.
• Customer loyalty: Take advantage of Black Friday to attract new customers, but also to retain existing ones. Offer special discounts to your subscribers or create a loyalty program.
• Black Friday "with a purpose": Consider donating a percentage of your Black Friday sales to a social or environmental cause. This can attract a concerned audience and create a positive impact.

E-commerce strategies to strengthen sustainable fashion brands in the long term

• Diversify sales channels: Don't rely solely on Black Friday. Explore other options such as online sales through your own website, marketplaces, pop-up stores, or collaborations with other brands.
• Strengthen brand identity: Create a strong, recognizable brand that stands out through its value proposition, style, and philosophy.
• Commit to sustainability: Sustainability is a growing value. Communicate your sustainable practices in production and material use.

Black Friday can be a challenge for Spanish fashion, but it's also an opportunity to connect with new customers and strengthen the brand. The key is finding a balance between participating in the event and protecting the brand's long-term profitability and identity.