In the realm of ecommerce, Black Friday and Cyber Monday aren’t just dates on the calendar; they’re opportunities for businesses to shine. Crafting the perfect marketing strategy for these shopping dates has become an art form of its own.
Let’s take a look at how 100 of the world’s leading fashion brands have promoted their Black Friday deals in the past couple of years. In this blog post, we’ll cover it all—from fast fashion brands to luxury fashion houses, and indie brands to industry titans.
Scroll through these Black Friday promos one by one or click straight to the brand that interests you the most!
Black Friday marketing campaign examples
ABLE
This slow fashion brand greeted visitors with a promo code and a sitewide sale.
Source: ABLE
Alternative Apparel
Alternative Apparel sells “fashion basics for a sustainable future.” During Cyber Weekend, the brand avoided discounts and promoted its new leisure collection instead.
Source: Alternative Apparel
Anthropologie
This popular clothing retailer welcomed shoppers with an adorable animated banner, and a sitewide sale.
Source: Anthropologie
Apple
The tech giant kept things classy with stylish visuals featuring Apple products. The deal advertised was an Apple gift card that the shoppers would get for purchasing eligible items. The offer was valid for 4 days, starting from Black Friday.
Source: Apple
Armani
Armani went for a sophisticated color combo and invited visitors to browse the website for holiday gifts.
Source: Armani
Asos
Asos welcomed shoppers with bold colors and didn’t hold back in terms of their offer.
Source: Asos
Bath & Body Works
The retailer stuck to classic winter holiday visuals and invited shoppers to mix and match the whole store, offering a “buy 3 products, get 3 free” deal.
Source: Bath & Body Works
Benefit
Benefit looked pretty in pink and hosted a site-wide sale with a cheerful promo code.
Source: Benefit
Bobbi Brown
The skin and makeup brand’s website popped with a bold red banner offering a sitewide sale as well as a free gift for spending more than a certain amount.
Source: Bobbi Brown
Boden
Boden made Black Friday its own by calling it Technicolor Friday Event. The offer was a sitewide sale with a promo code.
Source: Boden
Boohoo
The fashion retailer went into party mode with neon lights and bold typography. Boohoo offered a generous sitewide sale, and put a special emphasis on £1 product offers.
Source: Boohoo
Burberry
The luxury brand encouraged visitors to explore festive outfits and look for holiday gifts on its website.
Source: Burberry
Calvin Klein
This oldie-but-goodie brand kept things simple with clearly stated discounts and buttons leading to each of the product categories.
Source: Calvin Klein
Cartier
The luxury brand greeted visitors with a futuristic video reel and promoted extended returns.
Source: Cartier
Caudalie
The skincare brand went for a classy single-color banner and offered a sitewide discount for the entire Cyber Week period.
Source: Caudalie
Chanel
Just like the majority of other luxury brands you’ll see on this list, Chanel didn’t offer price reductions. Instead, visitors were invited to discover the holiday collection and gift lists.
Source: Chanel
Converse
The Converse ad featured Chucks, their staple product, and offered a discount on selected styles with a promo code.
Source: Converse
Deciem
Deciem, the umbrella company for beauty brands like The Ordinary, Hylamide, and NIOD, repeated what it did last year and closed their website and offline stores “for a moment of nothingness.” Although Deciem urged people to shop slowly, the brand didn’t leave customers without a deal—the discounts were available for the whole month of November.
Source: Deciem
Drunk Elephant
Nothing black about this Black Friday campaign. The brand used a beaming color scheme and offered a sitewide discount. It offered free shipping and promoted holiday gift kits.
Source: Drunk Elephant
Eileen Fisher
This clothing brand offered no price reductions or special deals. Instead, the whole homepage was dedicated to curated gift selections for every taste. Eileen Fisher also promoted extended holiday returns.
Source: Eileen Fisher
Equa
The reusable water bottle brand went for a green design with an eco-conscious message, and offered a bundle deal with free shipping.
Source: Equa
Escada
The luxury brand featured a model wearing a chic black outfit and offered a voucher code for selected items.
Source: Escada
Estée Lauder
The skincare brand opted for a festive red-and-gold look to its visuals and kept things simple with a sitewide sale and a themed voucher code.
Source: Estée Lauder
Everlane
Everlane—a fashion brand known for its sustainable wardrobe staples and pay-what-you-want sales—skipped Cyber Weekend. The website promoted seasonal must-haves and first-order discounts.
Source: Everlane
Fendi
The luxury brand didn’t advertise any discounts on its page, but invited visitors to browse the holiday gift guide.
Source: Fendi
Fenty
Fenty Beauty by Rihanna went for sparkly animated visuals to promote a sitewide sale. Free gifts were also available with certain purchases throughout Cyber Week.
Source: Fenty
FILA
The cult sportswear brand offered a discount on selected products, advertised in small print.
Source: Fila
Fjällräven
Instead of launching a sale, Fjällräven promoted their fall/winter collection and put a special emphasis on product customization.
Source: Fjällräven
For Love & Lemons
The Los Angeles fashion brand launched a sitewide sale. It’s also the first one on this list to use a countdown timer to build urgency.
Source: For Love & Lemons
Free People
This boho clothing brand invited visitors to make a “purchase with a purpose” and pledge to donate proceeds to a non-profit organization.
Source: Free People
Learn more: How to Start a Clothing Brand: A Complete Step-by-Step Guide
French Connection
The retail fashion brand offered a sitewide sale, free shipping on certain orders, free returns, and a chance to win back your Black Friday spending.
Source: French Connection
Function of Beauty
This personalized hair, body, and skincare brand used neon colors in its ad and offered a sitewide discount.
Source: Function of Beauty
House of Versace
The luxury fashion house invited shoppers to discover Versace’s holiday gift guide and offered complimentary shipping and returns.
Source: House of Versace
GAP
The clothing and accessories retailer offered free shipping for some orders, free returns, and a generous sitewide sale.
Source: GAP
Glossier
Gen Z’s beloved makeup brand launched its “only sale of the year” and stuck with the color black for the ad.
Source: Glossier
GUCCI
No price reductions were offered. The brand promoted bags as the ultimate gift for the holiday season and doubled down on the campaign with a recognizable brand visual.
Source: GUCCI
Gymshark
Gymshark’s ad celebrated life in motion and offered shoppers generous discounts in addition to curated gift guides.
Source: Gymshark
Hermès
Hermès’ video reel created a winter fairyland starring the brand’s products.
Source: Hermès
H&M
The retail giant kept things simple, offering a sitewide discount on the website and in offline stores, plus free shipping on certain orders.
Source: H&M
Hugo Boss
Hugo Boss used shades of gray and black in its Black Friday Event visuals, and promoted extended returns and free shipping.
Source: Hugo Boss
Kat Von D
The vegan beauty makeup brand steered away from their signature dark and deep color palette and invited shoppers with a vibrant ad, a sitewide discount, and free gifts for certain purchases.
Source: Kat Von D
Kate Spade
The luxury handbag brand greeted the holiday shoppers with a classy black banner over a confetti-sprinkled background that pushed a daily deal on top of a sitewide sale.
Source: Kate Spade
Kiehl’s
The skincare brand showcased their Black Friday deal with vibrant colors and offered a sitewide discount.
Source: Kiehl’s
Kosas
Kosas offered three levels of discounts for different order minimums and was the only brand among the 100 listed here to use emojis on their website.
Source: Kosas
Lancôme
Lancôme offered discounts and gifts for various purchase minimums, nudging shoppers to sign up in order to receive all the perks available.
Source: Lancôme
Levi’s
Levi’s was yet another brand to rename Black Friday. Their “Indigo Friday” event offered half off hundreds of styles.
Source: Levi’s
Louis Vuitton
The luxury brand sought to elevate shoppers’ spirits and surrounded the holiday campaign around the “journey home.”
Source: Louis Vuitton
Lululemon
The athletic apparel retailer decorated its promo visuals with festive gold foil lettering.
Source: Lululemon
Marc Jacobs
Marc Jacobs offered no markdowns and promoted a gift selection with a fun confetti-filled product video.
Source: Marc Jacobs
Marks & Spencer
Home goods and fashion retailer M&S brought all the holiday vibes with wintery visuals and snowflake decals. The brand invited visitors to explore a variety of offers in different product categories.
Source: Marks & Spencer
Morphe
Morphe Cosmetics went for a simple (but impressive) discount for select items and added free shipping for a variety of orders as the cherry on top.
Source: Morphe
Moschino
Moschino knew what most shoppers are after and went for a classic Black Friday ad + an offer without any fluff combo.
Source: Moschino
Murad
The skincare brand offered a sitewide discount with a free gift for orders that met a purchase minimum.
Source: Murad
Nasty Gal
Nasty Gal went all in with a generous discount on most popular product categories, an additional discount for app users, and a selection of daily deals.
Source: Nasty Gal
Nike
The sportswear and athleisure giant went for neon lights and the inspo: “outshine your excuses.” Notice how Nike reminds shoppers to place orders asap to receive them in time for gift wrapping.
Source: Nike
Neutrogena
The skincare brand offered a sitewide discount, free shipping, free samples for certain purchases, and wrapped the offer up with a gold bow.
Source: Neutrogena
Nordstrom
The department store displayed a happy Thanksgiving message at the very top of its website, and then went on to promote a 50% off sale.
Source: Nordstrom
The North Face
The North Face ran a 4-day discount campaign and added a sense of urgency by mentioning “while supplies last” throughout the website.
Source: The North Face
Old Navy
The clothing and accessories retailer offered half off online purchases, free shipping on certain orders, and special in-store deals.
Source: Old Navy
Ole Henriksen
The skincare brand launched “the juiciest Cyber Week ever” with a sitewide sale.
Source: Ole Henriksen
& Other Stories
& Other Stories offered shoppers the option to pre-select their shopping bag, which is a great way to hook their attention, and give customers time to browse the catalog. On Black Friday, the brand launched a sitewide sale to seal the deal.
Source: & Other Stories
Pact
The sustainable clothing brand Pact ran a sitewide sale and promoted sustainable gift giving.
Source: Pact
Patagonia
Instead of launching a sale, the brand urged shoppers to “give a damn”—shop responsibly, repair existing clothing pieces, and donate to good causes.
Source: Patagonia
Peach&Lily
The skincare brand greeted visitors with juicy colors and an eye-catching product display as well as a sitewide sale with a promo code.
Source: Peach&Lily
People Tree
This sustainable clothing brand was yet another one to rename Black Friday. People Tree’s Fair Friday offered a sitewide discount and showed examples of eco-friendly gift wrapping.
Source: People Tree
Pixi Cosmetics
Pixi Cosmetics welcomed visitors with a buy-one-get-one deal, a timer to motivate shoppers to seize that deal, and an on-brand color scheme.
Source: Pixi Cosmetics
Prada
Prada dressed in black and showcased its holiday gift catalog.
Source: Prada
Pretty Little Thing
The fashion retailer renamed the biggest sales event of the year to Pink Friday and offered a curated selection of “steals”—items under £8.
Source: Pretty Little Thing
Puma
Puma wass the only brand on this list to specify the exact discount range.
Source: Puma
Ralph Lauren
The luxury brand gave a nod to the holiday season with a pine tree background, and promoted a single deal to all shoppers.
Source: Ralph Lauren
Ray Ban
Ray Ban combined a generous sitewide sale with the brand’s sustainability message, stating: “When you buy a timeless original you love it forever, not just because it was on sale.”
Source: Ray Ban
Reformation
The sustainable clothing brand offered a sitewide sale, free shipping, and reminded visitors to shop responsibly.
Source: Reformation
REI
Similar to other eco-conscious brands, REI shut the door on Black Friday and invited visitors to #OptOutside instead of going on an online shopping spree during Cyber weekend.
Source: REI
Revolve
The fashion brand stuck to black and offered impressive discounts that followed a generous pre-sale.
Source: Revolve
River Island
The fashion retailer didn’t experiment with colors and made its ad clear and to the point.
Source: River Island
Samsung
The tech giant offered a selection of 6 Black Friday deals that were valid exclusively during Cyber Weekend.
Source: Samsung
Sephora
Sephora went for black with a splatter of color and offered shoppers a discount on selected products, a promo code, and free shipping.
Source: Sephora
SKIMS
Kim Kardashian’s brand renamed their Black Friday sale to “Bi-Annual sale” and offered savings on their best-selling collections, plus free shipping for orders over a certain amount.
Source: SKIMS
Steve Madden
The company designed its Black Friday ad in the brand’s signature style and promoted a sitewide discount with a promo code. Steve Madden was also among the brands to promote afterpay.
Source: Steve Madden
Swatch
Swatch skipped Black Friday altogether and highlighted its versatile product customization features instead.
Source: Swatch
Tarte
Tarte Cosmetics promoted Feel-Good Friday with the help of a sitewide sale, an additional sale on selected items, and—best of all—a cozy mug of hot chocolate and fluffy slippers.
Source: Tarte
Tatcha
The Japanese skincare brand invited shoppers to look for gifts for themselves and others with a sitewide sale and a promo code.
Source: Tatcha
Thought Clothing
This sustainable brand offered a deal that would warm most shoppers’ hearts—Thought Clothing donated 50% of Thoughtful Friday proceeds to charity.
Source: Thought Clothing
Tiffany & Co.
Tiffany & Co. joined many other luxury brands in avoiding the Black Friday shopping craze. No special deals were advertised. The brand invited shoppers to explore gift selections and offered complimentary shipping.
Source: Tiffany & Co.
Tom Ford
The clothing brand ran no promotions at all and only promoted holiday gifts.
Source: Tom Ford
Tommy Hilfiger
Another brand that avoided any mention of Black Friday, yet still offered sitewide discounts. Tommy Hilfiger introduced a “Happy Thanksgiving” campaign during Cyber Weekend and offered a promo code to all shoppers.
Source: Tommy Hilfiger
TOMS
TOMS welcomed shoppers with “the merry everything Black Friday sale” that was sitewide.
Source: TOMS
Too Faced
Bedazzled from head to toe, the Too Faced ad offered a sitewide sale and free shipping. Plus, it promised a new deal every day.
Source: Too Faced
Ulta Beauty
The beauty store gave customers a heads up to keep their eye out for deals, and offered free shipping on orders over a certain amount.
Source: Ulta Beauty
Under Armour
The sportswear and athleisure brand chose a red and black color scheme and didn’t beat around the bush in their offer description.
Source: Under Armour
United Colors of Benetton
United Colors of Benetton greeted customers with a sitewide discount, vivid colors, free shipping, and extended returns.
Source: United Colors of Benetton
Urban Decay
The makeup brand featured their iconic eyeshadow palette in their Black Friday ad, and offered a sitewide discount with no promo code needed.
Source: Urban Decay
Urban Outfitters
The fashion retailer welcomed shoppers with a one-day-only discount and went on to promote gifts in its signature boho photography style.
Source: Urban Outfitters
Valentino
Luxury brand Valentino invited visitors with a stylish illustration and guided them to the holiday product catalog.
Source: Valentino
Victoria’s Secret
Victoria’s Secret used every opportunity to promote its loyalty program by offering members-only access to special deals and promo codes.
Source: Victoria’s Secret
Yankee Candle
Yankee Candle went for a sitewide Buy 3, Get 3 Free deal.
Source: Yankee Candle
Zaful
The fashion retailer favored by Gen Zers offered three levels of discounts for different purchase minimums, a promo code, and a giveaway.
Source: Zaful
Zara
Zara dressed in black for the occasion and offered a discount on selected items.
Source: Zara
ZipTop
The reusable ziplock bag brand went for the classic hues of black and red and offered a sitewide sale with free shipping for orders over a certain amount.
Source: ZipTop
Which Black Friday promo stood out to you? What are your takeaways from these BFCM campaigns? Share in the comments!
Check out these 100 Black Friday sales campaigns and take notes for this year’s BFCM marketing strategy!
Amazon’s Impact on Global Supply Chains and Logistics
Amazon, the global e-commerce behemoth, has transformed not only the way consumers shop but also the intricacies of global supply chains and logistics. Since its inception in 1994, Amazon has grown from a small online bookstore to a trillion-dollar enterprise that has disrupted industries across the globe. Its influence extends far beyond retail, profoundly impacting supply chains, logistics, and even the environment. This article explores Amazon’s multifaceted impact on global supply chains and logistics, examining how the company has reshaped these industries and what this means for the future.
The Evolution of Amazon’s Supply Chain
Amazon’s supply chain is one of the most sophisticated in the world, characterized by its efficiency, speed, and scale. The company has invested heavily in technology and infrastructure to build a supply chain that can deliver millions of products to customers in a matter of hours or days. This rapid delivery is made possible by a vast network of fulfillment centers, sophisticated inventory management systems, and a logistics arm that rivals traditional carriers like FedEx and UPS.
One of the key innovations Amazon has introduced is its Fulfillment by Amazon (FBA) service. FBA allows third-party sellers to store their products in Amazon’s fulfillment centers, with Amazon handling the picking, packing, and shipping of these products. This service has not only made it easier for small businesses to reach a global audience but has also significantly increased the volume of goods flowing through Amazon’s supply chain. As a result, Amazon has become a central hub in the global supply chain, connecting manufacturers, suppliers, and customers across the world.
Disruption of Traditional Logistics
Amazon’s influence on logistics is equally profound. The company’s relentless focus on speed and efficiency has forced traditional logistics providers to rethink their strategies. In many cases, Amazon has bypassed traditional logistics networks entirely by building its own. Amazon Logistics, the company’s delivery arm, has grown rapidly in recent years, with a fleet of planes, trucks, and delivery vans that allow the company to control every aspect of the delivery process.
This vertical integration has enabled Amazon to offer services like same-day and two-hour delivery in many urban areas, setting a new standard for speed in the industry. Traditional logistics providers have struggled to keep up, leading to increased competition and innovation in the sector. For example, companies like FedEx and UPS have had to invest in new technology and infrastructure to remain competitive, while others have formed partnerships with Amazon to leverage its vast logistics network.
Amazon’s logistics network has also expanded globally, with the company establishing regional hubs and fulfillment centers in key markets around the world. This global expansion has allowed Amazon to offer faster and more reliable delivery services in regions where traditional logistics infrastructure is underdeveloped. In many cases, Amazon has played a role in building out this infrastructure, partnering with local logistics providers or investing in its own facilities.
Impact on Global Supply Chains
Amazon’s impact on global supply chains extends beyond logistics. The company’s demand for speed and efficiency has rippled through the entire supply chain, from manufacturers to suppliers to retailers. This has led to significant changes in how companies operate, with many adopting new technologies and strategies to keep up with Amazon’s pace.
One of the most significant changes is the increased reliance on automation and technology in supply chain management. Amazon has been at the forefront of this trend, investing heavily in robotics, artificial intelligence, and data analytics to optimize its supply chain operations. For example, the company’s use of robotics in its fulfillment centers has reduced the time it takes to pick and pack orders, while its AI-driven demand forecasting tools help ensure that the right products are always in stock.
This emphasis on technology has influenced other companies to follow suit, leading to a wave of digital transformation across the industry. Manufacturers and suppliers are increasingly using data analytics and AI to optimize their operations, while retailers are adopting new technologies like blockchain to improve transparency and traceability in their supply chains.
Another significant impact of Amazon on global supply chains is the shift towards a more customer-centric model. Amazon’s focus on the customer has forced companies to rethink their supply chain strategies, with many now prioritizing speed, convenience, and flexibility over cost. This has led to the adoption of new fulfillment models, such as just-in-time inventory and dropshipping, which allow companies to respond more quickly to changes in customer demand.
The globalization of Amazon’s supply chain has also had broader implications for international trade. By connecting sellers and buyers from different parts of the world, Amazon has made it easier for companies to access global markets. However, this has also led to increased competition, with companies now competing on a global scale. This has put pressure on manufacturers and suppliers to lower costs and improve efficiency, leading to changes in how goods are produced and distributed around the world.
Environmental and Social Implications
While Amazon’s impact on supply chains and logistics has been largely positive in terms of efficiency and convenience, it has also raised concerns about the environmental and social implications of its operations. The company’s emphasis on fast delivery and the constant movement of goods around the world has contributed to increased carbon emissions and environmental degradation. In response to these concerns, Amazon has committed to achieving net-zero carbon emissions by 2040 and has invested in initiatives like electric delivery vehicles and renewable energy projects.
However, critics argue that these efforts are not enough, and that Amazon’s business model is fundamentally unsustainable. The constant pressure to deliver goods faster and cheaper has led to concerns about the working conditions in Amazon’s fulfillment centers and the treatment of delivery drivers. Reports of long hours, high injury rates, and low wages have sparked protests and calls for better labor practices across the company’s global operations.
The Future of Supply Chains and Logistics
As Amazon continues to grow and evolve, its impact on global supply chains and logistics is likely to deepen. The company’s investments in technology and infrastructure will continue to set new standards for speed and efficiency, forcing other companies to innovate and adapt. At the same time, the environmental and social challenges associated with Amazon’s operations will require the company to rethink its approach to sustainability and labor practices.
In the future, we can expect to see more companies adopting Amazon-like supply chain strategies, with an emphasis on speed, technology, and customer-centricity. However, these changes will also require a greater focus on sustainability and ethical practices, as consumers and regulators increasingly demand more responsible business operations.
Conclusion
Amazon’s impact on global supply chains and logistics is undeniable. The company has reshaped the industry in its image, setting new standards for speed, efficiency, and customer service. While these changes have brought many benefits, they have also raised important questions about sustainability and labor practices. As the world’s largest online retailer, Amazon will continue to play a central role in the future of global supply chains and logistics, driving innovation and change across the industry.
