"We tried everything and we came up with nothing." Go on to Patagonia's website right now and you'll be greeted by a slideshow with this bold message as its title slide. Scroll to the right and you'll be greeted by more bold print, asking the familiar folk lyrics, "This Land Is Your Land?" Below it, a small box that you can click on that reads, "Speak Up for Public Lands." Scroll right again and you'll find a woman sitting high atop a rocky mountain, staring off into a background of snow capped summits and a hazy yellow sky. It has no title. It doesn't need one. The title is whatever the viewer wants it to be; "Adventure", "Outside", you name it. Scroll through the whole slideshow and you'll see captivating pictures of nature and people from all over the globe. What do all of these awe inspiring photographs have to do with Patagonia, a clothing company, though? Marketing.
Started in 1973, Patagonia has built a brand that is recognized globally for exceptional quality and environmental stewardship. Quality is obviously a main selling point for Patagonia, but its long track record of dedication to the preservation of the environment gives them a competitive advantage that sets them apart. Many brands have quality gear, but few can point to decades of environmental activism and awareness.
Founded by Yvon Chouinard, a rock climber and environmentalist, the company always had responsible roots. Its mission statement reads, " Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." Two thirds of that mission statement has to do with activism, rather than actual product. In addition to that, half of their website is dedicated to providing information on how the company has taken on its moral responsibility to the planet.
To start, it provides a brief history. In this history it openly admits that Patagonia is, "not the model of a responsible company." It follows that admission up though with a list of steps its taken in pursuit of its goal to become one. These steps include the following: switching to only organic cotton for all of its cotton based clothing in 1996, publishing its environmental impacts publicly in the Footprint Chronicles, and its work with a Vermont nonprofit, 1% For The Planet. This admission of guilt followed by a list of accomplishments in attempt to achieve corporate responsibility establishes a key principle in its marketing strategy, trust.
Being honest to itself and to its customers, builds trust. It makes the company feel more personal to customers. Everyday people are bombarded with phony claims of exceptionalism and generosity. Patagonia acknowledges its part of the problem. It then gives a list of what its done to mitigate the problem, and provides a road map of where it would like to go to solve it.
In another tab, Patagonia breaks down into six categories what it is doing currently to help fix the problem.
Patagonia's beautiful photographs and carefully worded slogans are all meant to tap into this feeling of belonging to a larger goal. Their careful placement begs you ask more, and they have the story to back them up. Next time you're in a Patagonia store or you visit their website, look around and pay attention to the pictures and inspirational signs, they're all there for you.
Picture from slideshow on Patagonia's website 9-7-17
Started in 1973, Patagonia has built a brand that is recognized globally for exceptional quality and environmental stewardship. Quality is obviously a main selling point for Patagonia, but its long track record of dedication to the preservation of the environment gives them a competitive advantage that sets them apart. Many brands have quality gear, but few can point to decades of environmental activism and awareness.
Founded by Yvon Chouinard, a rock climber and environmentalist, the company always had responsible roots. Its mission statement reads, " Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." Two thirds of that mission statement has to do with activism, rather than actual product. In addition to that, half of their website is dedicated to providing information on how the company has taken on its moral responsibility to the planet.
To start, it provides a brief history. In this history it openly admits that Patagonia is, "not the model of a responsible company." It follows that admission up though with a list of steps its taken in pursuit of its goal to become one. These steps include the following: switching to only organic cotton for all of its cotton based clothing in 1996, publishing its environmental impacts publicly in the Footprint Chronicles, and its work with a Vermont nonprofit, 1% For The Planet. This admission of guilt followed by a list of accomplishments in attempt to achieve corporate responsibility establishes a key principle in its marketing strategy, trust.
Being honest to itself and to its customers, builds trust. It makes the company feel more personal to customers. Everyday people are bombarded with phony claims of exceptionalism and generosity. Patagonia acknowledges its part of the problem. It then gives a list of what its done to mitigate the problem, and provides a road map of where it would like to go to solve it.
Protest event outside Patagonia
In another tab, Patagonia breaks down into six categories what it is doing currently to help fix the problem.
- "Reducing environmental impact of our company & supply chain
- Supporting grassroots activists by paying an Earth Tax
- Using our company voice to advocate for systemic change
- Empowering our customers by making quality products that can be repaired
- Supporting regenerative practices in ranching and agriculture
- Envisioning a new approach to business"
Patagonia's beautiful photographs and carefully worded slogans are all meant to tap into this feeling of belonging to a larger goal. Their careful placement begs you ask more, and they have the story to back them up. Next time you're in a Patagonia store or you visit their website, look around and pay attention to the pictures and inspirational signs, they're all there for you.
Interior of a Patagonia store
-Benjamin Guilmette 9-7-2017
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