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Jigsaw in Black Friday U-turn

Jigsaw has reneged on its policy promising not to discount in season and is launching its first Black Friday Sale this week.

The retailer launched a pricing manifesto in 2015 that said it would not reduce prices in season.

Jigsaw is offering 20% off selected product across women’s and men’s wear, and junior.

In a statement on its website Jigsaw said: “A lot can happen in three years. The economic, political and retail landscapes have changed dramatically. And it would be a stubborn brand that refused to adapt accordingly.

“At the heart of every decision we make is our customer. In 2015, we launched a pricing manifesto pledging not to discount in season, but instead to offer end of season sales. We kept that promise.

“We will continue to offer fantastic season-ending sales and reward our loyal customers throughout the season. In addition, we’ve listened to your feedback and stretched our pricing architecture to make our collection more accessible. We have also introduced occasional offers during the season for limited periods.

“What we haven’t done – and will not do – is compromise our quality. We value our sourcing principles, carefully chosen fabrics and great design. We price honestly. And we know you need beautiful wardrobe staples that won’t break the bank.”

Readers' comments (7)

  • If Jigsaw had enough faith in their product, they would not get involved in Black Friday. It is weak management and a decision they will come to regret.

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  • That’s unfair. Virtually the whole industry is doing some sort of discount. It’s one of the most difficult markets ever. Jigsaw are merely reacting to these pressures .

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  • Since Black Friday last year, Jigsaw has a different ownership structure (being now 50% owned by David Ross, founder of Carphone Warehouse), and a different CEO. It’s not just its discounting policy that’s changed: it’s the entire business.

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  • Virtually the whole industry is suffering. Black Friday has turned November into the January sales. Dreadful idea for fashion.

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  • Eric Musgrave

    Joining the Black Friday madness shows Jigsaw surrendering another important point of difference. The new co-owner and management should have ensured it was financed well enough to ignore the discounting frenzy. Where's the faith in itself? Where's the confidence in its own products and its general offer to the customer? Its regular customers who paid full price up to last week must be really delighted with the company.

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  • Eric Musgrave

    Ref Anonymous No 2's comment, while "virtually the the whole industry is doing some sort of discount" may or may not be factually correct, it doesn't mean it's a good idea. I certainly agree that we are seeing a very difficult market, but that's (a) because we have had 10 years of austerity and the resulting economic malaise and (b) as a nation we are MASSIVELY over-supplied with retail, before we even add in ecommerce. We are in a significant time of change but that does not mean companies should jettison the basic rules of retailing. If they produce desirable products and have them in place at the right time, consumers will pay full-price for them. Joining Black Friday is like digging yourself into a hole with a JCB. Good luck and have fun counting those missing sales in December and January!

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  • darren hoggett

    Black Friday is completely self defeating and lacks intelligence from the decision makers involved in it. It cannot be defended in our view. It can slowly destroy a brand that took years to develop, undermines the relationship between brand and retailer and has no long term benefits under the mirage of a quick buck.

    If nobody went on Sale in November and December would consumers stop spending? Of course not. If the Industry went back to a January Sale, it would be all the better for it.

    Black Friday makes the trade look desperate, bordering on incompetent. Many of the decision makers have made it that way, which begs the question, what are they doing in this Industry?

    It takes many years to build a brand up, or a retailer up. Black Friday can negate all that hard work, so why would you want to destroy it? In Jigsaw's case, it is up to them how they run things, but jumping on the bandwagon was not a wise move on our view.

    We had a successful week without the slightest murmur of Black Friday from anybody, so if Indies can stand firm, so can the big boys too.


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