Green Friday - A Friday under the sign of solidarity

2017: A CLASSIC BLACK FRIDAY WITH 20% DISCOUNT

Two years ago, like many French brands, we copied the mechanism of the famous "Black Friday" of our American neighbors. This price-breaking shopping experience one month before Christmas takes place every year at the end of November. Originally, these "sales" were only reserved for the Friday after Thanksgiving. Over the years, the discount day became a weekend and then a whole week (see more depending on brand), bringing together bargain lovers in shopping malls and on the Internet. Black Friday is a global phenomenon and also marks the start of Christmas advertising campaigns. Widespread in France since 2013, we have been able to monitor the impact on our sales. In fact, with discounts of -20% on our website and in our Paris stores, many of you were able to do good business and do your Christmas shopping. But our environmental and social awareness has had a big impact on us.....

2018: A BLUE FRIDAY WITH 10% SALES DONATION

It should be noted that, prior to all these promotional events, dealers only launched two collections a year from which they sold unsold items during the two regulatory periods, winter and summer sales. Today, many of the major retailers launch a new collection every week, supported by discount promotions such as private sales, flash promotions and much more. Welcome to Fast-Fashion! In addition to the negative impact on the environment, this process leads to a spiral of over-consumption, causing brands to artificially raise their prices throughout the year to be able to offer such discounts. By just seeing that prices on labels are crossed out, we can no longer make out the original prices. Then it is almost impossible to distinguish a good deal. Last year we decided to organise a Blue Friday: no promotions, but to donate part of the profit from the long weekend to Surfrider, an association responsible for protecting and improving lakes, rivers, oceans, waves and coastlines. Result? A drop in new orders compared with the previous year, but a calmer conscience.2019: ein Green Friday im Zeichen der Solidarität

2019: A GREEN FRIDAY IN THE SIGN OF SOLIDARITY

Again this year we say no to Black Friday! And to make our voice more effective, we have joined Faguo's collective, which unites more than 450 brands under the motto #MakeFridayGreenAgain. Together, we are committed to a rational and responsible approach to the environment and the sector's stakeholders by encouraging them to sort, recycle and resell unnecessary products and promote the quality of long-lasting clothing and accessories. It is a big initiative supported by many big and small brands and we are proud to be a part of it.

But that's not all. On the last weekend of this November, a long-term partnership will also begin with a French association to help with professional reintegration.

We will tell you more about it later this week.