Anti Black Friday? POV of a sustainable dancewear brand
Help the Black Friday anxiety is real!
This is our 5th Black Friday as a small sustainable dancewear brand. It is always one of the biggest challenges for brands wanting to avoid promoting over- consumption that feels at odds with our ethical values. We're here the new wave of #underconsumption core and taking care of the planet.
But Imperfect Pointes has still got to complete!
Over the last few years, we've thought long and hard about how to participate in Black Friday, sensibly. The environmental impact of Black Friday is staggering. The fashion industry's carbon footprint during Black Friday is estimated to be around 70% higher than the rest of the year. We know that sales like Black Friday and Cyber Monday can seem to make the leotards and tights you buy seem more affordable. But it is driven by an intense wave of needless over consumption, driven by big brands need to meet end of year profit targets.
This year, and last year, we're participating in our own way and on our own terms. This year we've made 20 styles available to buy this week at 20% discount.
Call it the
'No Panic SMALL FRIDAY SALE'
No rush, no landfill...... just the same premium quality, responsibly-made dancewear, and year-round sustainable after-care, briefly available at a reduced price. This our way of saying thanks for all your support throughout the year and getting us to this key milestone of being in business for 4 years.
USE CODE SMALLFRIDAY and get 20% off the Small Friday Selection
Please shop with us this week.
You can SAVE 20% on our Convertible Ballet Tights when you buy 6 pairs - any size, any colour. Not a Black Friday Deal - this is on-going, every week!
Each year, there is increasing pressure for tiny independent brands (also known as micro businesses) to keep up with expectations and offer some pre-Christmas mega deals on ballet leotards, convertible ballet tights and men's dancewear. So we will be offering you the opportunity to get some special offers.
This is how it works in the dancewear industry:
Big Dancewear brands price their products with sales built in!Yes! It’s true!
Founder, Helen Banks worked in the fashion and sportswear industries for many years before Imperfect Pointes. Helen studied sustainable fashion during her time at the University of Cambridge Centre for Sustainable Leadership
We want it to be known that, even when offering HUGE discounts on their dancewear, big brands will absolutely still be making a profit.
For a lot of small business - if we offered those discounts, it’s likely at best we’ll just break even, meaning we don’t make a loss, but neither is there any profit left in the price. So effectively working for nothing.
Sometimes, it may seem you’re paying more for a leotard or tights from Imperfect Pointes... WE ARE OKAY WITH THAT! That’s because it costs more when things are made ethically in the UK and garment workers get paid properly - that’s just a fact! We've all seen what goes on in fast fashion giants like Boohoo (where Helen worked) Pretty Little Thing and Shein. Fast dancewear is just the same! That ballet leotard marked down by 50% is bad news for garment workers & bad for the planet.
As we start our 5th year of sustainable dancewear, we want to thank you all for sticking with us and supporting change for good in the dancewear industry 💚🙏🏽😊
This year we are promoting our SMALL FRIDAY SALE throughout Black Friday Weekend to encourage you to choose independent and ethical dancewear brands. It’s a choice - so opt for brands made with love and purpose💞.
We are using Black Friday to allow us to make our stunning pieces more accessible whilst maintaining our ethical & environmental standards (the workers making your leotards are paid a proper UK wage).
We take this short term hit on our own profit because we know that once you've owned, danced and felt amazing in an Imperfect Pointes piece, you understand why our ballet leotards and tights are worth the investment. Just checkout the 5 star reviews.
We want you to shop with us all week in a slower more considered way, rather than in a panic about what to buy. We don't want you to buy things you don't want or need. In fact - it's expensive for us when you do this (think of the costs of return postage, packaging, cleaning and restocking items and so on)!
As always, please check our size guide for help selecting the right size for you. Want style advice? Email hello@imperfectpointes.com and Helen or Charlie on customer service can advise on the right style for your shape.
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