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Jigsaw brands Black Friday a "deception"

Lauretta Roberts
14 November 2016

Premium women's fashion retailer Jigsaw has labelled Black Friday a "deception" and had once again announced it will not be taking part in the discounting event that has been imported to the UK from the US.

The retailer has re-issued its anti-Black Friday manifesto which it first released last year called Reduced by Nothing, Standing for Something.

CEO Peter Ruis said response from consumers and the fashion retail industry to the manifesto had been overwhelmingly positive. "[...] this year we are holding firm to this strategy. New research has shown that customer cynicism is growing for Black Friday promotional activity,” Ruis said.

Black Friday warps our perception of what’s valuable and important. Has that product being offered at 20% off been designed to offset the price decrease? Has the supplier had pressure put on them to take the hit? Was it always meant to be at that price anyway and been ‘price established’ higher?

We buy products for their quality and craft, and quite simply because we love them. We want them to be ethically sourced. We want them honestly priced. As customers, that defines our perception of absolute value,” Ruis added.

This morning research released by LCP Consulting showed that more than 60% of UK retailers believe the Black Friday sales period, which takes place at the end of November and has come to signify the start of the festive shopping period, to be "unprofitable and unsustainable".

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