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9.19: Video- REI Builds Brand by Closing on Black Friday

  • Page ID
    48074
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    Organizations build their brands through all the ways they communicate and interact with consumers. Sometimes a company takes specific actions to demonstrate what a brand stands for, attract attention, and hopefully deepen customer loyalty because of what their brand represents.

    That’s exactly what outdoor retailer REI did when it announced in October 2015 that their doors would be locked on one of the biggest shopping days of the year. Its CEO, Jerry Stritzke, told employees in an email, “While the rest of the world is fighting it out in the aisles, we hope to see you in the great outdoors.” In the following video, Stritzke joins CBS This Morning to explain the company’s decision and how it reflects on the REI brand.

    As you watch this video, think about how this announcement might change your perceptions of the avid outdoors enthusiasts REI targets? Even if you don’t fit this target segment, how would this announcement affect your perceptions of the REI brand?

    A link to an interactive elements can be found at the bottom of this page.

    You can view the transcript for “REI Closing on Black Friday” here (opens in new window).

    Contributors and Attributions

    CC licensed content, Original
    • REI Builds Brand by Closing on Black Friday. Provided by: Lumen Learning. License: CC BY: Attribution
    CC licensed content, Shared previously
    • REI Closing on Black Friday. Provided by: BBC. Located at: youtu.be/eEiDcAkEs6I. License: CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives

    This page titled 9.19: Video- REI Builds Brand by Closing on Black Friday is shared under a CC BY 4.0 license and was authored, remixed, and/or curated by Lumen Learning via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.