Brand storytelling in a discount age

Jigsaw shared imagery of its production process to tell a different story on Black Friday.From Black Friday and Cyber Monday to the January sales, the near relentless pace of discount culture is piling increasing pressure on brands and retailers to slash prices in a bid to stay ahead.
Some brands, however, are viewing these high profile discount events as an opportunity to reaffirm their identity, putting a spin on the trend in order to tell stronger stories.
Take Jigsaw. The fashion retailer no