Why Black Friday is a no go for watch brands!

Above the astonishing FEARS BRUNSWICK

Black Friday... The day has arrived. The typically American commercially guided day that for so many years has driven persons to shop frenzies.

For watch enthusiasts like you and me, this type of days stands as a chance to get that one watch we stalked, for most times for a whole year (you know its a crush when you stop by the boutique to check the same watch, every single time)!

You don't usually see major or group-owned brands using this marketing concept to drive sales, not because they don't like it but mostly because they don't need it.

But if we analyze smaller brands, like independent brands or micro brands, we start to see that most actually use this concept/strategies, to raise awareness and drive sales by quantity.

Is it a good strategy?

Well, that relies on several other factors, like almost everything in life.

To understand if certain brands really take advantages of using the Black Friday concept its essential to identify their target group.

Let's use a well-known independent brand, passed from generation to generation.

FEARS, it's a UK family-owned independent brand now directed by its 6th generation CEO, Nicholas Bowman-Scargill, who launched the brand at the last year Salon QP.

How can we define their target group? A person who loves a quality product with exceptional attention to detail. I personally tried their models, this includes their new Brunswick model, with cushion shaped case and hollow hands that have the signature shape of their brand.

FEARS doesn't need to take part on this outbound marketing strategy that is Black Friday, and this it's a whole another marketing move all by itself, even if not planned/intended.

Saying no to Black Friday is making a stand nowadays, making a stand that values client comfort and an honest service.

When talking with Nicholas about this, in a very professional way of sharing insights (I'm always bothering people with comments, everywhere! aha), he said: "I'm a strong believer of no sales or discounts, importantly it would upset existing, loyal costumers".

I really love to talk with Nicholas, after he explained me his story and introduced me to his brand at Salon, I started to see how much I can relate to his way of working in this industry. A way of working that includes, and transmits, innovation, creativity, and a focused-on-client-experience way of realizing their campaigns.

Let's get back to the first topic..its easy to get lost on all this interesting thematics!

One brand that is compatible with the Black Friday concept is Daniel Wellington or Invicta for example.

The target group is way wider, this results in more options regarding possible campaigns to improve sales, but less loyal clients from a long-term point of view.

We all would grab the chance to buy that watch we are all saving up for, but this is not about that, this is about the journey that consumers do before they actually purchase anything.

What do you think about Black Fridays? Because I heard that many people do hate this day!

Feel free to send me an email, comment on Facebook or even drop a message via Facebook Messenger!

Kind regards, Diogo