Icebreaker, the New Zealand company that pioneered the merino wool adventure apparel category, has adopted a Minimum Advertised Price policy to prevent its wholesalers, retailers, agents and distributors from advertising discounts on in-season products.
Advertising our products at prices discounted below retail prices undermines the integrity of our brand and our reputation of quality in the eyes of consumers, said Lisa Thompson, president of Icebreaker USA. Weve created this MAP Policy to ensure that Icebreakers partners benefit from the strength of the Icebreaker brand.
The policy states that Icebreaker wholesalers, retailers, agents or distributors may not publicly advertise Icebreaker in-season products at prices below suggested retail prices. The policy defines advertising as: Print (inserts, magazines, catalogs, newspapers, flyers, direct mail, etc.), Broadcast (radio, television, web cast, caller-on-hold recordings, mobile applications), Broadcast email, instant message, and messages transmitted via social media, Internet and online advertisements (banner ads, pop up ads, paid search results, ad words, website home pages, destination pages, and individual product pages, third-party sites,) sponsored, placed or funded by the reseller, Internet and online content soliciting consumers to click to see price or hover to see price, and Billboards, windows or other outdoor advertising.
The policy does outline some exceptions, including sales around Memorial Day, Black Friday and Cyber Monday. It also details the consequences for violations. A full copy of Icebreakers MAP policy can be downloaded as a PDF online.
