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At Veja’s “Repair Friday” event hosted at its Paris headquarters from November 29-30, 300 people attended and 500 repairs and diagnostics were completed. Focused on fixing damaged items, from sneakers to furniture to electronics, the event aimed to boost customer loyalty and reinforce its sustainability message. And it served as a sharp contrast to Black Friday’s shopping frenzy.
“Black Friday is 24 hours of crazy promotions on anything and everything,” said Sébastien Kopp, co-founder of Veja. “There’s the ultimate rush and then nothing. The money is gone, the joy is gone, and the purchased items become useless.” Since 2017, Veja has refused to partake in Black Friday sales — and, with the exception of its outlets, it doesn’t discount throughout the year.
For Repair Friday, Veja enlisted other brands, NGOs, and repairers from Vitra, Repair Café, Cyclocare, Anti_Fashion Project, Aurélie Chadaine, À la Ville à la Montagne and Recyclivre. Together, they offered leather repairs, clothing mending and electronics diagnostics, among other services. Items they fixed included Eames chairs and damaged clothes. Veja repair services typically range from €10-€100 ($10.50-$105), depending on the service, but for Repair Friday, fees were waived. Veja, which paid for the other repairers’ services, declined to share its investment in the event. It promoted Repair Friday in social media posts, on its website and in email marketing.
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English (US) ·