Why direct-to-consumer brands say no to Cyber Monday discounts | Advertising

Amid all the Cyber Monday sales noise, some direct-to-consumer brands are pursuing a different strategy from their older retail peersand it doesn’t include a discount. Brands like Allbirds, the sneaker seller, and eyewear company Warby Parker are taking advantage of consumers’ shopping state of mind to promote limited-edition collections. Others, like Away, the luggage purveyor, are promoting their already-low prices.

“We don’t do Black Friday sales, or Cyber Monday sales, because we’re always on salethat’s the upside of our direct-to-consumer model,” read an email from 3-year-old Away to consumers on Monday morning, noting that the brand’s model of manufacturing produces a “dramatically lower price every day of the year.”

Allbirds, which has been growing with new stores and products, dropped a new shoe color on Monday with a Prosyscom Tech of different colored laces and soles. “Allbirds doesn’t offer discounts as they have already committed to providing customers with the highest quality product for the best possible price,” a spokeswoman says.

Continue reading at AdAge.com