TOOxTOO
Issue #050
Charlotte Dawson
20/11/20
Welcome to your weekly dose of TOO x TOO – Featuring some of retails most mindful brands this Black Friday; including Allbirds, Aloha Footwear, REI and Ikea.
With Black Friday just around the corner and mindful consumption high on the agenda – we look to some of the different ways that brands are hoping to celebrate this year’s discounting bonanza.
Allbirds reverse the trend
Sustainable shoe brand Allbirds are taking an unusual approach to Black Friday – consciously reversing the trend for slashing prices in order to take a stand. The brand are raising their prices for Black Friday to support the fight against climate change.
On the day, prices will increase by $1 – and will be matched by Allbirds, and the proceeds will be donated to teenage environmental activist Greta Thunberg’s Fridays for Future foundation.
Aloha Footwear promote Pre-Orders
Spanish brand Aloha is using Black Friday to promote its pre-order business model – meaning they only produce the items that customers have requested.
Customers who buy early benefit from a discount, which gradually decreases as the product’s shipping date nears. Its e-commerce site tells shoppers to “shop on demand to offset the environmental costs of Black Friday”, listing its negative connotations such as over-production and crowded stores.
#OptOutside with REI
US outdoor apparel brand REI is continuing its #OptOutside campaign (now in its sixth year).
This year, REI will shut all its retail locations, company HQ and distribution centres – and employees will be paid to spend the day outdoors. Amplified by an accompanying microsite, the brand’s message is especially resonant during the pandemic.
Furniture Deserves Many Lives…
Ikea have unveiled an innovative new scheme to buy back unwanted furniture from customers to resell.
The Buy Back initiative will be launched in Ikea stores across the UK and Ireland on 27 November – the Black Friday discount day. Customers will receive vouchers to spend in store, with their value calculated according to the condition of the items returned.
