Patagonias "Worn Wear & Don't Buy This Jacket"

"Patagonia provides a great example of how brands with purpose create win-win scenarios for society and for their bottom line." (Wind, Hays. 100)

Patagonia has been known it's marketing campaigns that not only promote their products, but also are economically driven. Providing a purpose for buying their merchandise, an exceptional and memorable experience, all the while making the consumer feel good while doing it. Accompanying the move to have their "Worn Wear" pop up events become a permanent part of their online retail, their "Don't Buy This Jacket" campaign has furthered Patagonia environmental commitment that brands are starting to have. With the need to address the worlds problem of overconsumption, these two campaigns are a great example of the power and impact brands can have.

"Don't Buy This Jacket" launched in 2011 encouraging its customers to recycle and reuse their current Patagonia gear instead of buying new products. Along with their fleece jackets being made out of recycled bottles, their headquarters running on solar power, and their regular donations to eco friendly causes; Patagonia's campaign resulted in an increase in sales (in a 9 month period) by almost one third. At this time the company also opened doors on 14 new locations.

The message was simply, ..."to encourage people to consider the effect of consumerism on the environment and purchase only what they need." This approach is a risky one but in the end it helped establish a strong community that appreciate and value the brand and its products. Accompanying "The Common Threads Initiative," Patagonia furthered themselves into the niche of only consuming what you need. 

"Reduce, Repair, Reuse, Recycle, and Reimagine"

Worn Wear

"Worn Wear celebrates the stories we wear, keeps your gear in action longer through repair and reuse, and recycles your garments when they're beyond repair."

As seen on the opening of their website, Patagonia uses the idea of connecting itself with the consumers by showcasing and touching on their stories, experiences, and emotional attachment that people have with their clothes. The idea is to only take what you need and only take what the planet and replace.

       

#wornwear

“We definitely have to consume less, and there’s no way the world is going to be a perfect place. But maybe production can be done better. Maybe production doesn’t have to be a bad thing. And maybe Patagonia can lead us there.” - Lydia Baird