Workshop: Inside True Classic's BFCM Strategy
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In this interactive workshop, True Classic, one of Shopify's largest apparel brands, Shopify and Kimonix shared how they prepare for Black Friday Cyber Monday, followed by an open discussion with a small group of Shopify Plus brands across fashion, footwear and accessories.
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Held Thursday, October 8, 2026
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The speakers
Daniel Gurevitch
Co-Founder & CEO, Kimonix
Jorge Correa
Director of Ecommerce & Growth, True Classic
Neely Cox
Senior Merchant Success Manager for True Classic and BYLT, Shopify
What we covered
Jorge Correa
A BFCM calendar with no dead gaps
A pre-sale or warehouse sale, BFCM, gifting with shipping cutoffs and an end-of-year sale, chained together, with spend paced by the hour and discount discipline underneath it all.
Neely Cox
Go in with a Plan A, B and C
A baseline launch offer, a pre-approved markdown if sell-through falls behind, and a plan to hold price when demand is strong.
Daniel Gurevitch
Move dead stock without giving away margin
The two kinds of non-moving inventory, discounting slow movers in steps, and ranking the BFCM collection on more than stock level.
Open discussion: what Shopify Plus brands are weighing this year
Whether a pre-Black Friday sale hurts the weekend, keeping full-price products visible during a sale, and judging promotions on margin dollars, not margin percentage.
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