I still remember the first CINCO's black friday. a friend sent me a message asking me what our black friday code was. I'd never thought about it. it was almost strange. in the same year, inditex assumed it was going to do a black friday sale and so the american phenomenon spread all over europe and I thought "why not?".
in fact, for those interested in strategy, that has often our strategy. "why not?”. at same time, we had an event in lisbon. maybe one day I'll tell a large audience that we went to that event with nothing to sell, but the truth is that we went with very few units to sell because in the evening at the hotel we had to take all the stock we had already sold (we had it all with us and that's how low stock we had). the following year we thought we'd be better prepared, but we weren't. and the truth is, we hope we'll never be ready. it's a good sign!
so yes, these are also emotional days for us, we live the days many days before with a lot of anxiety and the certainty that there will be no timetables on these days and lots of popcorn flying around the office.
so let's get down to business: how should you take advantage of our black friday? we've said it before, and regardless of all our marketing strategies, at the end of the day we are a company and one of our objectives is clear: sales! we won't hide it. we work to have a financially sustainable project with amazing women working with us (yes we make a positive discrimination).
but we think you should also look at your fashion choices in this way. you should make sensible choices, including in these days when discounts are highly tempting. we know how we work when it comes to buy, so we're going to leave you with a few thoughts to help you make more conscious choices.
why buy on black friday. just because it's 30% off? honestly DON´T. our products have a significant cost and involve consuming resources from planet earth. silver is a precious metal that took millions of years to produce. spending it on an impulse is an unconscious act and we should stay away from it.
figure: grace necklace; magda earrings; tina huggies; pam earrings; filomena earrings; blake earrings; lara earrings
is it a good opportunity to complete your wishlist? it's a very good reason, and for us it's the reason why we have a black friday, which is not a opportunity sale, but a day when we sell our bestsellers and replenish our stock! what we want to do is give our most loyal customers the chance to build a collection at opportunity prices. we had some amazing news this year and I think this is going to be a thing.
figure: fiona earrings; tina earrings; gala bracelet; mini bia earrings; ginger necklace
get to know the brand? those who don't know the brand have an opportunity to get closer with a smaller investment. but the affection you'll get from us will be the same as usual. and don´t forget we give 3 years warranty to our clients. we definitely have perfect pieces for those starting a collection.
whatever your intention is on this or any other black friday, one thing is for sure: buy something you like and think about the cost of this piece over time. also, think about whether you can still imagine yourself wearing it in 10 years' time. we like to think we're designing timeless pieces, but it's important that everyone can also see themselves wearing them.
li furtado is the founder and creative director of CINCO. born in '82 in alentejo, portugal she graduated in geography from the university of coimbra. after working for 10 years as a consultant, she quit her job to follow her dream and love for fashion. with a creative and restless mind, she is driven by new ideas and her focus is to always have time to enjoy life with her family.
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