When analyzing companies and determining whether they are successful or not, we seem to stumble upon a company by the name of Patagonia. After Research we soon found out that Patagonia is not like other companies, it grew from a small company that only made tools and clothes for climbers. Yvon Chouinard, Patagonia's founder, was a active climber who would eventually change the look of climbing forever. During the late sixties, men did not wear bright, colorful clothes, because it was deemed as unmanly. According to Patagonia’s history,“climbing gear consisted of basic gray sweatshirts and pants, and the standard issue for climbing in Yosemite was tan cut-off chinos and white dress shirts”. This was the standard for many years until a trip to
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Patagonia is a private company, that seems to have done quite well for itself. It has established itself as a competitor with the more well-known brands such as North Face, and Columbia. In the past decade alone several changes in campaign strategies have taken place to help the company thrive. One campaign strategy called “ Don’t Buy This Jacket”, was a interesting idea that exercised the movement that Patagonia was trying to start. Patagonia’s campaign told customers not to buy their product vs. wearing a jacket they already own. This strategy does not seem ethical to a thriving business, however Patagonia’s “anti-growth strategy” may seem like an a “reduce, repair, reuse, recycle” hasn’t effected sales. In 2012, a year after Patagonia began appealing to consumers to buy less, as a result sales increased almost one-third, to $543 million. The following year Patagonia’s revenues increased another 6% to a record high $575 million. Since then Patagonia has undergone other campaigning strategies such as “Worn and Wear”, which is a campaign that is based blog where folks like you can share a story about your favorite piece of Patagonia clothing. This blog opened peoples eyes to this brand, because Patagonia didn’t market their products as such. Patagonia itself marketed its brand as a way of life of being simple but different, useful and durable, these blogs made people fall in love with the brand and is the reason Patagonia continues to grow
Patagonia is a private company, that seems to have done quite well for itself. It has established itself as a competitor with the more well-known brands such as North Face, and Columbia. In the past decade alone several changes in campaign strategies have taken place to help the company thrive. One campaign strategy called “ Don’t Buy This Jacket”, was a interesting idea that exercised the movement that Patagonia was trying to start. Patagonia’s campaign told customers not to buy their product vs. wearing a jacket they already own. This strategy does not seem ethical to a thriving business, however Patagonia’s “anti-growth strategy” may seem like an a “reduce, repair, reuse, recycle” hasn’t effected sales. In 2012, a year after Patagonia began appealing to consumers to buy less, as a result sales increased almost one-third, to $543 million. The following year Patagonia’s revenues increased another 6% to a record high $575 million. Since then Patagonia has undergone other campaigning strategies such as “Worn and Wear”, which is a campaign that is based blog where folks like you can share a story about your favorite piece of Patagonia clothing. This blog opened peoples eyes to this brand, because Patagonia didn’t market their products as such. Patagonia itself marketed its brand as a way of life of being simple but different, useful and durable, these blogs made people fall in love with the brand and is the reason Patagonia continues to grow