Swedish outdoor brand Haglöfs to double prices on Black Friday
26/11/2019
Prices on all clothing and gear in their stores will double, and any revenue that does come in on Black Friday will be donated to Naturskyddsföreningen, the Swedish Society for Nature Conservation.
Using the alternative name "Green Friday", the brand will also close their online store for the duration of the famous shopping day.
“As an outdoor brand we are deeply concerned about nature, and we are aware buying things you don’t need just because it is offered at a bargain price doesn’t do it any good,” said Carsten Unbehaun, CEO for Haglöfs. “By choosing to act against Black Friday, we want to encourage our consumers to think twice before buying a new product.”
Elaine Gardiner, Haglöfs Head of Sustainability, hopes that increasing prices will draw attention to the behaviour driven by large-scale discounting. “We ask consumers to think about who is really paying for a bargain when products start to cost less than the cost of production,” she said.
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