The company was created by explorers and their core customer base continues to be explorers. As a result, their customers are people who appreciate the fragile beauty of our planet. They want to witness and experience it firsthand. Balancing the need to explore and protect is where their business model thrives. For 45 years Patagonia’s was “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. In 2018 it became “we’re in business to save our home planet.” This evolution tells you a lot about how deeply this has become embedded as our environmental situation has worsened.
Company Mission & Worn Wear
Whereas this film puts a human face to the process of repair. And it further shares their ethos by using an employee case study. It feels as handcrafted as the work she does repairing Patagonia wear. They now run the largest garment repair centre in the US, employing 45 people.
These 3 films show how Patagonia is communicating its purpose. These are all fairly indirect examples but still make it clear what they stand for. The statistics show that nothing is optimised for SEO or social. However, brand awareness, diligent PR and just having something really good to say is working.
- The precursor to Worn Wear, Common Threads repaired 30k items in 18 months
- Common Threads drove sales up by 30% to $540M in 2012
- Worn Wear contributed $1m of sales within six months of launch
- Revenue in 2019 is rumoured to exceed $1Bn.
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