August 6, 2020

The resistance against 'Black Friday' | Economy


It wanted to be an outlet and it became a fuse. "Today I have stood up for a claim and I have been thinking about the problem that faces the fashion industry and multi-brand stores regarding climate change for a long time." Beatriz Baldasano, owner of the children's fashion company Tell me Hilando, started like this a post on Instagram last October 5. The accessions multiplied rapidly and led to a large group of WhatsApp. A month later I was asking for a change, a platform promoted by small merchants, for which it is dramatic that the seasons and the fashionable seasons no longer coincide and that the big chains have imposed the permanent offer. The calendar has wanted that the first initiative of many members of this group, which brings together 500 establishments and firms – according to the organization's data -, has been not to join to the Black Friday. Decision that has been replicated without stopping in social networks.

The resistance against 'Black Friday'

"You stand up with your leg crossed and you're tired. I did not know what was going to have this repercussion, "says Baldasano, six weeks after posting that message on Instagram. This year, unlike the previous ones, it has decided to renounce the Black Friday, although he insists that he does not criticize who does it. "It's the turning point. It is a matter of coherence with what we think of I ask for a change, "she explains, while being surprised by the good reception of the decision. "I will have to take stock, but it does not do me any good to sell 5,000 euros if I throw three weeks without selling. And then, do I sell it back to the previous price? "He asks. Like her, small businesses and firms that have joined the #pidouncambio movement – mostly children's fashion and women's – believe that the strategy of continued discounts, possible since 2012 thanks to the liberalization of the sales periods and among which is the Black Friday, it hurts you.

The resistance against 'Black Friday'

"Making a discount of 10% or 15% is a lot because we work with very small margins," argues Rocío Louzán, president of the Aberta Zone Merchants Association of Vilagarcía de Arousa (Pontevedra). She, like more than a hundred colleagues from the group she heads, will not make rebates next week in her bike shop. "A lot of the blame also came from us. We let ourselves be amazed by what the greats did and we can not keep up with the pace they have, "he says. Louzán points to climate change as another of the main problems they face. "You have winter clothes in the middle of August and here, on the bridge of El Pilar, we were still on the beach. How are you going to sell warm clothes? "He says.

Mónica Cordera and her sister María, aged 31 and 26, go further. Not only have they decided not to apply discounts for the Black Friday, but they consider eliminating the sales of their sales mode. "Last year we thought that we wish we had the courage to say no," says the older of the two, while assuring that those who fear taking the step are understood. "You do not know how the customers will react. We were afraid of rejection, "he confesses. Cordera argues his decision, both for the philosophy of his brand, as for the desire to be fair with their usual clients and their opposition to compulsive buying: "The type of consumption in the textile has to change less and more consequently".

Precisely, Alejandro Arias, one of the spokesmen for I ask for a change, argues that the small trade waged a double battle: that of climate change and that of the modification of consumer habits. "The original concern of the group came from the lag of the seasons with the weather. Coats are no longer bought in September. People want to buy and put it on. You're going to have your clothes stagnant and you're going to be burning in the store window for weeks. The key is that the rebates begin when they have to start and that from the sector we autoregulemos, "says Arias. As a first step, this exconsultor of companies has begun to make a database and ask the stores for information about their suppliers so that the work, in the future, will be joint. To end the situation, the initiative does not propose an impossible return to the past but an evolution of the current model: "We want sales strategies that attract the public, but not through the continued discount. We do not intend to solve the problem in ten days or force anyone. It's a long-distance race. "

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