Rei Black Friday Campaign: Brand message versus sales

Any user on the internet might have heard of Black Friday, the american tradition to have superb discounts on various items, just the right time for christmas gifts. However, you might have also noticed the immense amount of emails and social media posts notifying you of these sales from different companies. However, how can you stand out from these sales? Well, here are a few marketing strategies for you on how companies stand out during these heavily marketed times.

Rei is one of those brands that went against the grain. Rei is an outdoor gear and clothing brand that sells online and in stores. Founded in 1938, they believe that life is much better outdoors than indoors. So you might be wondering, what do they do on Black friday then? Sale on outdoor items? No, they decided to close down their stores for black friday.

Shocking right?

Black Friday Campaign

Well if you think about it, it is a pretty logical though. Stores are already indoor, and people spend more and more time on their phones, also to shop. However, this is not what Rei stands for at all. So as of 2015, they promote all of their customers to #OptOutdoor during black friday, giving their employees a day off to enjoy the outdoors.

On their website, they have a dedicated page on Opting Outdoor, showing you what you can do outside, what good locations are in your neighborhood and how you can share your #OptOutdoor experience. Last year they also had a search engine where you could find where people were opting outdoors.

If you want to join the experience, head on over to their website!

So what is your opinion on this matter? Do you think this is a smart move of Rei to do, prioritising brand message over sales? Let us know in the comments!


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