137 Video: REI Builds Brand by Closing on Black Friday

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.

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

This compares to Mountain Equipment Co-op (MEC) who participated in various global protests by closing it stores during the September 2018 global climate strike day or creates MEC ambassadors who speak to various issues including diversity.

https://youtube.com/watch?v=PpWfJ_-UbUE

As you watch these videos, think about how these announcements and actions might change your perceptions of the avid outdoors enthusiasts REI or MEC targets? Even if you don’t fit this target segment, how would this announcement affect your perceptions of the their brand?