As Black Friday nears, fake apologies from brands are all over Instagram

This story was first published by Digiday sibling ModernRetail

Call it an untraditional apology tour.

In the days leading up to Black Friday, brands like Tower 28, JVN Hair and Material Kitchen have taken to social media to ask followers for forgiveness and to say “sorry.” The catch: They’re apologizing for their products being too good.

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