Inside a marketer's mind

    When we talk about Black Friday, the typical image that comes to mind is queues outside electronics, sports, video game, or beauty stores. But the situation is changing: fashion has gone from being secondary to becoming the star of the show on this day. Clothing, accessories, and the fashion world itself are also joining this campaign with gusto. Why should we look at it from a fashion perspective? Because behind every sale, every discount strategy, every click, there are trends, consumer behaviors, and increasingly relevant issues such as sustainability. Black Friday in fashion is no longer just about “buying cheap”; it's also about knowing how and why we buy. In this article, I'm going to talk about what this big date means for the fashion industry from four points of view: brand-fashion trends for Black Friday (how brands prepare), the rise of online/mobile fashion, the challenge of returns, and the ethical/sustainable dimension that is gaining ground. Based on th...

Black Friday has become one of the most important shopping events in the world. What started as a single day of discounts in the United States is now a global phenomenon that influences businesses, customers and entire markets. For companies, Black Friday is not only about offering big discounts, but it is also a key moment to use analytics, improve marketing strategies and understand customer behavior. In this article, we will explore the history of Black Friday, why it is important for businesses and how data and marketing help companies succeed during this intense shopping season. A Short History of Black Friday Black Friday takes place the day after Thanksgiving in the United States. Traditionally, this day marks the unofficial start of the Christmas shopping season. The name “Black Friday” has several explanations. One popular story says that the term was used by police in Philadelphia in the 1960s to describe the heavy traffic and crowded streets during the shopping rush. Another...

In recent weeks, Madrid was the scene of one of the most talked-about brand activations of the year: a spaceship crashed in the middle of Sol station, with futuristic lights, alien signals and an atmosphere that turned the underground into a portal to another universe. The installation, created by PlayStation, not only transformed an everyday space into an immersive experience, but also demonstrated the extent to which urban experiential marketing is entering a new phase: that of phygital marketing, where the physical and digital worlds are no longer separate. But this campaign had an additional ingredient that amplified its impact: the role of TheGrefg, one of Spain's most influential content creators, who not only talked about the action, but also integrated it into a broader narrative through a short film that extended the story of the ship beyond Sol. This combination of urban intervention and digital expansion is precisely what makes this case a perfect example of the rise of ...