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Premium Brands Don't Do Black Friday. They Do Drops.
It's September, and your inbox and newsfeed is filling with Black Friday playbooks, countdown timers, discount ladders, "steal our BFCM sequence."
And if you run a premium fashion or jewellery brand, you might think do I really need to participate.
In this episode I break down the drop model: how premium brands get everything Black Friday promises: urgency, a buying window, a concentrated revenue spike at full price, with margin intact and the brand elevated.
Inside the episode: the two psychological levers behind all urgency and why your price point only permits one of them, why Q4 is the…
The skinny
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