Most people who enjoy the outdoors prefer clothing that is long lasting and durable. Patagonia is an upscale outdoor clothing brand that is known for its various environmental sustainability efforts. The confidentially owned business has been known to favor used wear and ask purchasers to think twice before buying new products. Although, this strategy may seem as an anti-marketing intention, Patagonia has seen an increase in revenues. Patagonias target audience seems to be geared toward the environmentally conscious and upscale consumers. This category of consumers appreciates the concept that they will be purchasing a product from a company that is extremely caring of the environment. Patagonia has been extremely successful, since its founding
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The company uses stories to sell their products, using personal experiences from consumers that admire the products of Patagonia. Patagonia recently released a short film called, “Worn Wear”, this film is a compilation of people who have kept some article of clothing, from Patagonia, that they have had for a long period of time without replacing it. Patagonia is trying to push the idea of “Worn Wear” because of the possible positive impact it will have on the environment. The film used a lot of emotion by connecting these used articles of clothing to personal stories The main point of this film expressed what Patagonia is trying to focus on, which is for people to not purchase new clothes and just repair the clothes that they already own. This is a bold and risky move in the marketing world, because people might steer clear of the brand. In fact, this was a very successful marketing strategy, showing that the company 's apparel is long lasting and durable. When Patagonia started to ask people to buy less, the company 's sales increased. But, Patagonias revenue was just shy of six hundred million dollars. Which, in comparison to Patagonias big competitors is a mere fraction. This is possibly related to the lack of advertisements of
The company uses stories to sell their products, using personal experiences from consumers that admire the products of Patagonia. Patagonia recently released a short film called, “Worn Wear”, this film is a compilation of people who have kept some article of clothing, from Patagonia, that they have had for a long period of time without replacing it. Patagonia is trying to push the idea of “Worn Wear” because of the possible positive impact it will have on the environment. The film used a lot of emotion by connecting these used articles of clothing to personal stories The main point of this film expressed what Patagonia is trying to focus on, which is for people to not purchase new clothes and just repair the clothes that they already own. This is a bold and risky move in the marketing world, because people might steer clear of the brand. In fact, this was a very successful marketing strategy, showing that the company 's apparel is long lasting and durable. When Patagonia started to ask people to buy less, the company 's sales increased. But, Patagonias revenue was just shy of six hundred million dollars. Which, in comparison to Patagonias big competitors is a mere fraction. This is possibly related to the lack of advertisements of