{"id":3154,"date":"2019-01-11T06:18:01","date_gmt":"2019-01-11T00:48:01","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3154"},"modified":"2023-10-19T16:29:43","modified_gmt":"2023-10-19T10:59:43","slug":"brand-insight-patagonia","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/brand-insight-patagonia\/","title":{"rendered":"Patagonia: A Brand That Says &#8216;Don&#8217;t Buy Our Jacket&#8217;"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a06510f06b7e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a06510f06b7e\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/brand-insight-patagonia\/#the-story-goes-like-this\" title=\"The Story Goes Like This\">The Story Goes Like This<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/brand-insight-patagonia\/#responsible-fashion-in-style\" title=\"Responsible Fashion in Style\">Responsible Fashion in Style<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/brand-insight-patagonia\/#anti-consumerism-in-the-era-of-fast-fashion-and-exclusive-luxury\" title=\"Anti-Consumerism in the Era of Fast Fashion and Exclusive Luxury\">Anti-Consumerism in the Era of Fast Fashion and Exclusive Luxury<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/brand-insight-patagonia\/#path-to-political-activism\" title=\"Path to Political Activism\">Path to Political Activism<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">In this cut throat world of business, we often hear about companies destroying their competitors by implementing myriad of strategies. Very rarely do we hear about companies that willingly destroy its own best-selling product, in order to save the environment. Patagonia is that rare entity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Known for its environmental activism, the California-based outdoor clothing and gear company decided to dethrone its top product because it was ruining the natural landscapes, back in the early 1970s. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-story-goes-like-this\"><\/span><b>The Story Goes Like This<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Before Patagonia became \u2018The Patagonia\u2019 that we know now, founder Yvon Chouinard had established a climbing gear company known as Chouinard Equipment in 1965. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A surfer and rock climber himself, Chouinard spent the period between 1957 and 1965 forging pitons that were reusable, unlike the soft iron ones that climbers left in the rock. With selling price of $1.50 each, word soon spread about his hand-made pitons among other mountaineers. To meet the surge in demand, he partnered with Tom Frost, an aeronautical engineer in 1965 and formed the company. <\/span><\/p>\n<figure style=\"width: 596px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.fastcompany.net\/image\/upload\/w_596,c_limit,q_auto:best,f_auto\/wp-cms\/uploads\/2018\/12\/i-1-exclusive-patagoniaand8217s-new-company-mission-is-to-save-the-planet.jpg\" alt=\"Yvon Chouinard\" width=\"596\" height=\"894\"><figcaption class=\"wp-caption-text\">Source: Fast Company<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Together, they researched, developed and manufactured hardened steel pitons and other tools. The equipments that are credited for initiating ice climbing were used by climbers in Yosemite Valley. These metal spikes went on to become one of the top selling tools and the biggest revenue generator (70%) for the company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, in 1970 Chouinard recognized the adverse effects of the steel pitons on the cracks of Yosemite. In a bid to prevent further damage, the duo introduced new tools to promote \u2018clean climbing\u2019 \u2013 mountaineering without hammering, altering and changing the rock. While the new aluminium chocks helped the company grow its business, it did end up flattening the sales of their biggest seller \u2013 steel pitons. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Simultaneously in the 1970s, Chouinard unintentionally started the trend of colourful and durable clothes for climbers, at a time when bright activewear for men wasn\u2019t a common trend. &nbsp;During his climbing expedition to Scotland in 1970, he bought a colourful striped rugby shirt, which was made to endure the aggressive push-and-pull actions of rugby matches. The shirt\u2019s enduring capacity made it a perfect fit for mountain climbers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">After seeing Chouinard wear it, demand for similar shirts started pouring in, which laid the foundation of Patagonia. By 1972, the company was selling polyurethane rain jackets, bivouac sacks, boiled-wool gloves, mittens and schizo hats sourced from different parts of the world. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 1989 after <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Patagonia_(clothing)\"><span style=\"font-weight: 400;\">filing bankruptcy<\/span><\/a><span style=\"font-weight: 400;\">, Chouinard Equipment was re-established as Black Diamond Equipment. And, Patagonia became a separate entity as a dedicated outdoor clothing firm.<\/span><\/p>\n<figure style=\"width: 2880px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.patagonia.com\/static\/on\/demandware.static\/-\/Library-Sites-PatagoniaShared\/default\/dwe6e97561\/images\/sport-pages\/climbing\/thompson_j_0643.jpg\" alt=\"Mountain climbing\" width=\"2880\" height=\"1620\"><figcaption class=\"wp-caption-text\">Source: Patagonia<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"responsible-fashion-in-style\"><\/span><b>Responsible Fashion in Style<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Chouinard might not have set out to build a clothing brand. But once the sales of Patagonia started doubling and tripling, the brand became conscious of the <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=eG3tjmqtRuY\"><span style=\"font-weight: 400;\">environmental crisis<\/span><\/a><span style=\"font-weight: 400;\"> that a clothing label could lead to and their contribution to it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the first steps that they took towards conservation and sustainability was donating 1% of the sales to the environment, right from the 1980s. This initiative led to the formation of non-profit organization \u2018One Percent for the Planet\u2019, which was created by Yvon Chouinard and Craig Matthews in 2002. As of now, more than 1200 members spread across 48 countries are a part of it. <\/span><\/p>\n<figure style=\"width: 1105px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.patagonia.com\/static\/on\/demandware.static\/-\/Library-Sites-PatagoniaShared\/default\/dw2573056c\/images\/environmentalism\/1105x622_hardy_l_0001.jpg\" alt=\"for the planet\" width=\"1105\" height=\"622\"><figcaption class=\"wp-caption-text\">Source: Patagonia<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">When the company realized the ill-effects of standard cotton, they made it a point to study organic cotton and made necessary changes to their supply chain. &nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why the founder\u2019s move to replace the revenue-generating tool with an environment-friendly alternative back in the 70s doesn\u2019t come as a surprise to those who are familiar with Patagonia\u2019s brand ethos. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even when they hire someone for their team, sitting at the top of the \u2018desired skills list\u2019 is the candidate\u2019s commitment towards saving the planet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What adds to the appeal of Patagonia, even more, is that it never compromised on the aesthetic appeal, quality and comfort of the clothes, while concentrating on environmentalism. It would have been very easy for them to design boring, uncomfortable and unfinished clothes in the garb of nature-friendly organic clothes. But they didn\u2019t. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When other brands kept active outdoor wear limited to the shades of browns, greys and forest greens, Patagonia introduced a sea of bright colours like cobalt blue, iced mocha, teal green, bright red, aloe green, and seafoam green.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consumers accept that it is a premium outdoor wear brand. But it is <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=rNuCjWF79Po\"><span style=\"font-weight: 400;\">worth the money<\/span><\/a><span style=\"font-weight: 400;\"> when compared to other brands that offer the same product minus the environmental benefits. A happy customer described the quality of Patagonia\u2019s jacket by <\/span><span style=\"font-weight: 400;\">stating<\/span><span style=\"font-weight: 400;\">, \u201cThe sweater is buttery soft and incredibly warm considering how very medium the thickness is\u2026 Somehow the outer layer of material also manages to be slightly water-resistant despite feeling like the softest cotton you&#8217;ve ever touched. Plus, it doesn&#8217;t hurt knowing that the pullover is made from organic cotton, which means no harmful fertilizers or pesticides were used in the growing process.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"anti-consumerism-in-the-era-of-fast-fashion-and-exclusive-luxury\"><\/span><b>Anti-Consumerism in the Era of Fast Fashion and Exclusive Luxury<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The seriousness of Patagonia\u2019s pursuit of global environmental sustainability can be gauged after reading its <\/span><a href=\"https:\/\/www.patagonia.com\/returns.html\"><span style=\"font-weight: 400;\">returns policy<\/span><\/a><span style=\"font-weight: 400;\"> that has neatly listed out DIY Repair &amp; Care Guides, Ironclad Guarantee, Worn Wear and Return &amp; Repair Policy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On one hand, we have brands like <\/span><a href=\"https:\/\/www.bbc.com\/news\/business-44885983\"><span style=\"font-weight: 400;\">Burberry<\/span><\/a><span style=\"font-weight: 400;\"> that burnt its unsold stock of clothes, bags and perfumes worth $36 million, because they didn\u2019t wanted discounted products of their brand to be available in the market. On the other hand we have Patagonia that runs a campaign titled \u2018Don\u2019t buy this jacket\u2019 and actively encourages consumers to get their clothes repaired instead of buying a new one. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chouinard\u2019s brand is the finest example of anti-consumerism and sustainable business model, when others are running towards fast fashion and elitism. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In that \u2018How I Build This\u2019 podcast, Yvon Chouinard talked about the brand\u2019s return &amp; repair policy by <\/span><a href=\"https:\/\/www.npr.org\/2018\/02\/06\/572558864\/patagonia-yvon-chouinard\"><span style=\"font-weight: 400;\">sharing<\/span><\/a><span style=\"font-weight: 400;\">, \u201cWe now have the largest garment repair centre in North America. We&#8217;ll repair every single piece of Patagonia, no matter how old it is, indefinitely. In fact, we have got a truck that is going around the country repairing people&#8217;s clothes, no matter whether they are Patagonia or not. And we are trying to teach people that you don&#8217;t throw things away, you repair them. And then we have committed ourselves to owning the product forever. So when we sell you a jacket we still own it. If you get overweight or you are tired of the colour or whatever, you want to get rid of it; we will help you sell it to somebody else. If it breaks down we&#8217;ll fix it. If it&#8217;s finally completely shot, you give it back to us and we&#8217;ll recycle it into more garments.\u201d <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"path-to-political-activism\"><\/span><b>Path to Political Activism<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Patagonia has always been one step ahead of it its competitors when it comes to adopting environment-friendly policies. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, in the last few years, the active-wear brand has pushed the boundaries of political activism by choosing sides and expressing its displeasure over certain policy changes made by the Trump administration without hiding behind ambiguous statements. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a brave move, considering how political opinions can affect businesses \u2013 negatively and positively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In October 2018, the company <\/span><span style=\"font-weight: 400;\">endorsed<\/span><span style=\"font-weight: 400;\"> two Democratic Senate candidates. The following November, Patagonia kept its <\/span><span style=\"font-weight: 400;\">office shut<\/span><span style=\"font-weight: 400;\"> on the Election Day so that its staff could register their votes. The company\u2019s CEO, Rose Marcario recently announced their plans to donate $10 million, which it saved due to \u2018irresponsible tax cut\u2019. Addressing this development, Marcario <\/span><span style=\"font-weight: 400;\">wrote<\/span><span style=\"font-weight: 400;\"> in her post, \u201cBased on last year\u2019s irresponsible tax cut, Patagonia will owe less in taxes this year\u2014$10 million less, in fact. Instead of putting the money back into our business, we\u2019re responding by putting $10 million back into the planet.\u201d <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result of Patagonia\u2019s political activism, liberals have <\/span><span style=\"font-weight: 400;\">expressed<\/span><span style=\"font-weight: 400;\"> an increased interest in the brand\u2019s products. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Patagonia\u2019s rapid shift towards political environment and its effect on the natural environment is reflected in its latest mission statement. It <\/span><a href=\"https:\/\/www.fastcompany.com\/90280950\/exclusive-patagonia-is-in-business-to-save-our-home-planet\"><span style=\"font-weight: 400;\">changed<\/span><\/a><span style=\"font-weight: 400;\"> from \u2018Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis\u2019 to \u2018We\u2019re in business to save our home planet.\u2019 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we have <\/span><a href=\"https:\/\/www.theguardian.com\/environment\/2018\/dec\/05\/trumps-disbelief-wont-stop-dangerous-climate-change\"><span style=\"font-weight: 400;\">leaders<\/span><\/a><span style=\"font-weight: 400;\"> who still believe that global warming is a \u2018hoax\u2019, the work of brands like Patagonia that are mindful about every chemical that they use in their products, becomes imperative. The retail industry needs more brands like this that are not only &nbsp;serious about their commitment towards the environment, but also willing to take bold moves, focus on creating high-quality products and don\u2019t shy away from demanding answers from the authorities. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As for Patagonia, if the company &nbsp;continues to invest in start-ups that are on a similar mission to save the planet, then nothing would be able to stop the growth momentum of this brand.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> In this cut throat world of business, we often hear about companies destroying their competitors by implementing myriad of strategies. Very rarely do we hear about companies that willingly destroy its own best-selling product, in order to save the environment. Patagonia is that rare entity. Known for its environmental activism, the California-based outdoor clothing and  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3155,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Patagonia: A Brand That Says &#039;Don&#039;t Buy Our Jacket&#039; | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"The retail industry needs more brands like Patagonia that are eco-friendly, take bold moves, and focus on creating high-quality products.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/brand-insight-patagonia\/\" \/>\n<meta property=\"og:locale\" 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