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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Got Consumers to Shop on Black Friday

Despite consumer sentiment reaching an all-time low ahead of retail’s biggest shopping event, brands managed to entice cash-strapped consumers with targeted discounts, new products and an emphasis on storytelling.
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Consumers turned out for Black Friday despite macroeconomic uncertainty. (Getty Images)

This year, retailers went into Black Friday with low expectations.

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Amidst the ‘Ralph Lauren Christmas’ craze, this season, fashion brands embraced traditional holiday storytelling, while celebrity casting choices helped classic themes feel fresh and engaging for younger shoppers.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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