Fashion designer Marie-Lou Boucher decided not to succumb to the pressure to offer discounts on Black Friday.
A choice she has been making for six years.
“I am taking advantage of this day to raise awareness among people about their consumption. I have nothing against concessions. But the company’s values are to buy less and buy better,” says the woman who designs clothes under the Quebec brand Marilou Design.
The latter asks consumers to question their relationship with buying more. “It’s not because we have $20 to buy,” she says for example.
“Throughout the year, we work against it fast fashion. Why on this day? Black FridayI would put everything on discount? asks the entrepreneur, who has her workshop on the avenue Godin, in Quebec, where three seamstresses work.
However, Ms Boucher says she is aware that this is a critical time for her colleagues in the retail trade. “Right now, we’re at the biggest time for retailers. It’s a huge quarter of sales for any type of business,” she notes.
This situation can harm him. But she prefers to stay true to her values.
“Several companies sell a lot during that day. But the reason I do what I do every day is that I don’t have the best turn on November 29,” the designer maintains.
In harmony
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In business to make a difference, Donna Willet shares the vision of the founder of Patagonia, the outdoor brand she now represents.
In fact, the merchant opened the first address of this flag in Quebec in part of the grocery store JA Moisan in 2021. Since then, participating in Black Friday is not one of the options.
“We know the impact the textile industry has on the environment. That’s why Patagonia has never participated in Black Friday,” said Ms. Willet.
Instead the businessman wants to “encourage people to buy as needed”.
Even on D-Day.
Especially since the customers who accept the clothes of this brand born in California agree with this snub, she says.
“With us, customers share our values. […] We get asked from time to time if we do Black Friday. We explain why and everyone understands.”
Enterprises that sustain
Boycotting Black Friday can be beneficial for retailers, says Maryse Côté-Hamel, professor of consumer sciences at Laval University.
“Businesses would do well to encourage people to buy. But they will position themselves as companies that have consumers’ well-being at heart,” she explains.
“It can help develop a sense of belonging or connection to the company. Contribute to long-term loyalty,” the expert said.
Whether it’s No Shopping Day, Green Friday or Giving Tuesday, initiatives to eat differently before the holidays have grown in recent years.
“There are several trends going around Black Friday. More and more, we are criticizing consumer and consumer society,” explained Ms. Côté-Hamel.
This is also the case with the Small Business Saturday initiative launched by the Canadian Federation of Independent Business (CFIB). Through this, the Federation wants to raise consumer awareness of the importance of supporting local shopping the day after Black Friday.
And the message conveyed by these campaigns continues to grow.
“Consumers want to find the products they need at the right price. In return, they must feel good as consumers and believe that they are contributing well to society,” concluded the professor.
2024-11-30 06:08:00
#businesses #face #Black #Friday
This article discusses the outlook of certain Quebec businesses on Black Friday, focusing on thier decision to opt out of the sales event.
**Key points:**
* **Ethical Concerns:** Some businesses, like Marie-Lou Boucher of Atelier LOT, question the ethics of promoting overconsumption through Black friday discounts. They believe it encourages a ”fast fashion” mentality that harms sustainability and the environment.
* **Alternative Values:** These businesses prioritize long-term ethical practices and responsible consumption over short-term profit maximization. They encourage customers to buy only what they need and value quality over quantity.
* **Brand Identity:** Boycotting Black Friday helps them build a unique brand identity that resonates with consumers who share their values.
* **Consumer Support:** The article suggests that consumers increasingly appreciate businesses that prioritize ethical practices and are understanding of their decision to not participate in Black Friday.
**Quotes:**
* “it’s not because we have $20 to buy,” says Marie-Lou Boucher.
* “We know the impact the textile industry has on the environment,” stated Donna Willet of Patagonia.
* “Businesses would do well to encourage people to buy.But they will position themselves as companies that have consumers’ well-being at heart,” explains Professor Maryse Côté-Hamel.
**Conclusion:** while Black Friday remains a major retail event,the article highlights a growing movement of businesses choosing to opt out in favor of ethical and sustainable practices. they believe this approach aligns with their values and fosters a stronger connection with conscious consumers.
