fasm 245 // Professor Dan Green // Hannah Brown, Erin Deluccia, Olivia Ruffin, Jiabao Duan //
Contents Why They Care Brand Identity Facts and Stats Product Categories Who They Care About What They Do Best
Key Words repair
reuse recycle
Patagonia Provisions
“Our goals are the same as with everything we do: We aim to make the best product, cause no unnecessary harm, and perhaps most important, inspire solutions to the environmental crisis.”
Worn Wear
“We fix our customers’ gear in our stores, on the road and at our garment repair center— the largest sewing repair facility in North America. (We repaired over 55,000 pieces in 2018 alone).”
Common Threads The initiative is “a partnership between our customers, eBay and Patagonia to make, buy and use clothes more sustainably, with the ultimate aim of keeping the clothes we sell from ever reaching the landfill.”
The Cleanest Line “The goal of The Cleanest Line is to further Patagonia’s mission by encouraging dialogue about the products we build, the sports we love and the environmental issues we’re concerned about.”
Mission //
“ We’re in business to save our home planet.
Product standards depend on function, maintainability and, most importantly, durability. Our mission is to protect the environment by producing products that can be passed down from generation to generation and recycled. �
About // Type
Private Benefit Corporation
Industry
Retail
Founded
1973
HQ Key People Products # of Employees Website
Ventura, California Yvon Chouinard (Founder), Rose Marcario (CEO) Outdoor Apparel 1000 (As of 2017) www.patagonia.com
Scope & Size
Social Media
+ 35 stores + Over 70 suppliers
+ Active Instagram
- China
- IGTV
- El Salvador
- About 4.8K likes
- USA
- Photos go viral
- Merchandising venue
Sales + $750M annually (2015)
- Wholesale retail partners
- Store sales
- E-Commerce sales
+ 2% engagement + Informational YouTube videos + Twitter + Facebook + The Cleanest Line blog
Activism
Supply Chain // Transparency Footprint Chronicles
“When we launched The Footprint Chronicles in 2007, the directive was simple and clear: Be completely honest about where our products came from and the resources required to create them.”
Patagonia is unique in being highly transparent and sharing their factory list, including addresses and contact informationpromising sustainable and safe working conditions, pay, and equal opportunity.
Through donating regularly and supporting issues and causes, Patagonia stays relevant and on people’s minds through being active in the community in more ways than their retail.
Product Categories
Climbing
Skiing
Surfing
Fly Fishing
Trail Running
Mountain Biking
Patagonia Essentials // The goods you’ll never let go of.
Workwear // Good and dirty.
Wading Boots // Built by Danner.
Seasonal Prints // Inspired by the public lands we love.
Recycled Black Hole Bags // 10 million plastic bottles.
Retro-X // Fleece by Patagonia.
Shell Yeah // Every waterproof shell we make.
Gear //
Our Consumers
20%
Robert Johnson The Thinker
New York, NY 62 Years Old Robert has very strong beliefs about right and wrong, he craves brand transparency. He plans and researches his large purchases before buying. Robert works as a corporate Accountant On Wall Street, and makes a steady income. His style is not based on trends, but what he deems is appropriate for his lifestyle. He believes in functional technology, and enjoys employing it in his everyday life. Robert only invests in products that have proven their worth in the past.
Essential Collection
45%
Cameron Oar The Experiencer Portland, OR 22 Years Old Cameron completed her education at Berkley and works as a park ranger at Crater Lake National Park. Her style is extremely trendy, but not always mainstream. She is very sociable, Cameron puts her friends and family before anything else. Cameron is very active, she loves going on spontaneous trips and excursions. She responds extremely well to visual stimulation, and is always seen in colorful prints and patterns.
Sport Collections Seasonal Prints Collections
35%
Mike Romano The Maker
Farmington, PA 35 Years Old Mike works hard at a local dairy farm five days a week. On the weekends, he enjoys fixing up his latest junker, or taking the family out to Cook Forest State Park. He has strong beliefs about his role in the family, and as a father works hard to support them. He values honesty, and strong principles, and looks for a sense of transparency in the brands he shops for. He dreams of one day owning his own mechanic shop.
Sport Collections Workwear Collections
What They’re Known For // W’s Re-Tool Snap-T Pullover.
Highest Quality
Extending the life of clothing by an extra nine months of active use would reduce carbon, waste and water footprints by around 20-30%
Sources // https://www.patagonia.com/blog/2012/04/introducing-the-new-footprint-chronicles-on-patagoniacom/ https://www.patagonia.com/footprint.html https://www.patagonia.com/our-business.html https://www.patagonia.com/blog/2012/04/patagonia-clothing-made-wherehow-why/ https://www.forbes.com/sites/danielasirtori/2017/03/20/from-climber-tobillionaire-how-yvon-chouinard-built-patagonia-into-a-powerhouse-his-ownway/#451f06df275c https://www.instagram.com/patagonia/ https://www.patagonia.com/static/on/demandware.static/-/Library-Sites-PatagoniaShared/default/dw824fac0f/PDF-US/2017-BCORP-pages_022218.pdf https://www.patagonia.com/store-locator/ http://www.strategicbusinessinsights.com/vals/ustypes.shtml