NATIONAL INSTITUTE OF FASHION TECHNOLOGY

PANCHKULA, HARYANA
Department of Fashion Management

END TERM ASSIGNMENT

ANJALI KHANDELWAL- MFM/21/382
SUBMITTED TO - MR. DEEP SAGAR VERMA ANUSHKA KHURANA- MFM/21/231
SUBJECT - FASHION MARKETING JASLEEN KAUR- MFM/21/355
SRISHTI GUPTA- MFM/21/268
SRISHTI KANSAL- MFM/21/342
Patagonia is an outdoor apparel company based in Ventura, California. A certified B-Corporation,
Patagonia’s mission is to save our home planet. The company is recognised internationally for its
commitment to authentic product quality and environmental activism.
 1. INTRODUCTION

2. MISSION STATEMENT

3. CORE VALUES
CONTENTS 4. SUSTAINABLE MARKETING STRATEGIES

5. SUSTAINABLE MARKETING CAMPAIGNS

6. SUSTAINABLE BUSINESS PRACTICES

INTRODUCTION

Founded by: Yvon Chouinard May 9, 1973; 48 years ago

Headquarters: Ventura, California, U.S.

Patagonia is an American clothing company that markets and sells outdoor clothing. The first store opened in
1973 in Ventura, selling bespoke mountain climbing gear before expanding its production line to include apparel
created for other outdoor sports such as surfing.
 In addition to sportswear, Patagonia today also offers outdoor products such as camping food, sleeping
bags and backpacks today. In an effort to be a sustainable company, Patagonia introduced the ‘Worn Wear’
concept in 2017 allowing customers to return particular Patagonia items in good condition in exchange for
new merchandise credit.
Patagonia has achieved a B-label, meaning that it amongst the more sustainable brands within the sector of
sports & outdoor clothing. Patagonia also continues to increase its share of environmentally friendly
materials in its collection and is listed as one of the frontrunners in regard to the payment of living wages.

ABOUT THE LOGO

The Patagonia logo is a stylistic version of the mountain Monte Fitz
Roy (similarly known as Cerro Chaltén or Mount Fitz Roy) located
near the El Chaltén village in the southern Patagonian Ice Field in
Patagonia on the border of Argentina and Chile.
 01 Patagonia mission statement is “we’re
in business to save our home planet.”

•The mission lays more emphasis on

PATAGONIA'S the overall impact that its products

and its business model have on the

02
MISSION world. It shows that it looks to have
widespread benefits that go beyond
STATEMENT the comfort its customers get from its
outdoor clothing. The statement by
Patagonia has the following primary
components:
•Distinguished quality
•Improving lives
Saving the planet
BRAND CORE VALUES
Patagonia values reflect those of a business started by a
band of climbers and surfers, and the minimalist style
they promoted.
Patagonia core values comprise “building the best
products, causing no unnecessary harm, using business
to protect nature, and not bound by convention.”
At Patagonia, the desire of the company is to be the
change agent in the marketing and production of
products that leave a difference in both the society and
the environment.
SUSTAINABLE
MARKETING
STRATEGIES
of PATAGONIA
 Sustainable marketing is the promotion of
environmental and socially responsible
products, practices, and brand values.
SUSTAINABLE
Patagonia, donates a portion of its revenue
MARKETING to environmental causes and uses recycled,
“Fair Trade” certified, and organic material
in its clothing.
MARKETING
MIX
Indicating Patagonia’s successful use of
unconventional and sustainable
marketing strategies.

 1. PRODUCT
The distinctive characteristics of the product by
Patagonia are:
Product quality is maintained by adding value at
various stages of the value chain
All products come with an easy-to-understand user
manual that includes step-by-step instructions for
product use
Patagonia benefits from a broader product portfolio
as well
Patagonia’s distinguishing feature is its provision of
emotional benefits to the consumer
Patagonia has used various SKUs to increase market
penetration
 2. PRICE
Patagonia encourages favourable brand and product
perceptions in target consumer groups by using
premium pricing for some of its product lines
Patagonia successfully adds more value to its
products from the perspective of customers by
employing psychological pricing
It can also maintain consistent revenue growth by
adjusting pricing in different markets based on local
currency value
The company also control costs and prices by
lowering marketing and distribution expenses with
bundle pricing
 3. PLACE

Licensed stores allow customers to enjoy the

company’s various product offerings
It has created a fully functional website for
online order placement and tracking
Their products are also available in
supermarkets and hypermarkets across
countries
Patagonia also uses partner agents for product
placement in offshore locations
 4. PROMOTION

The company uses its social media presence to

engage with customers directly
Patagonia offers its customers a loyalty card
program
As part of its on-the-ground promotional efforts,
it employs community influencers
They also create television commercials
 5. PEOPLE

The marketing mix of Patagonia also places an essential

focus on people development and people building.
Trainings at Patagonia are not the only field related,
but also focus on essential management and
organizational skills
Patagonia employees are motivated through the
exciting and creative organizational culture
Patagonia remains one of the leading players in the
industry also because of its focus on succession
planning
 6. PROCESS
All operational processes are maintained,
checked, and uploaded through the internal
portal of the organization for supervisory
purposes
The quality maintenance department has experts
who make sure that not only the final product
but also the processes involved in producing the
product were infused with quality
The processes for store management also
regularly monitor footfall and work on strategies
to increase footfall through different tactics, and
changes in the store design and store
management
 7. PHYSICAL
EVIDENCE
Store atmosphere: The store design and
management for Patagonia is exciting, creative &
customer friendly
Packaging: Patagonia also has a vibrant touch to
its packaging, which is regularly changed in terms
of colors and patterns
Website design: Patagonia has a customer friendly
user interface which allows easy navigation and
understanding of its various product offerings
 TARGET
MARKET
Outdoor Enthusiasts.
Environmentally conscious.
Naturalists
Ages: 25 to 30
Earns $60,000+ per year
Willing to spend more on quality.
 MARKETING
CAMPAIGNS

Patagonia continues displaying thoughtfulness for the environment through their marketing campaigns.
 ‘DON’T BUY THIS
JACKET’ CAMPAIGN

In the run-up to Christmas, the

brand ran a poster and public
relations campaign telling
customers, “Don’t buy this jacket.”
The message was intended to
encourage people to think about
the environmental impact of
consumerism and to buy only what
they need.
Although this approach may appear risky,
European marketing director Jonathan Petty
claims that it has contributed to the
establishment of a strong community of people
who value the brand’s values and products. “Our
customers expect very high quality, which is why
they return to us,” he says.

“We’re on the other end of the spectrum from

big brand disposable fashion,” Petty explains.
“Because we believe in creating high-quality,
long-lasting products, we offer a lifetime
warranty on all of our products.”
“BUY LESS, DEMAND
MORE” CAMPAIGN

Click here for the video

The idea is simple, and it is based on two
principles stated in the campaign’s name:
encouraging customers to buy fewer new
products and increasing demand for products
made sustainably—using recycled materials,
regenerative organic cotton, and fair-trade
production practices.
The initiative’s most notable feature is a button that Patagonia has permanently installed on its
website that allows shoppers to easily compare new products with used alternatives.

The second part of the campaign emphasizes education and encourages consumers to demand
more of three things in the apparel industry: regenerative organic cotton, fair trade production
practices, and recycled fibres.
SUSTAINABLE
BUSINESS
PRACTICES

HOW ETHICAL IS
PATAGONIA?
With a mission statement to “build the best
product, cause no unnecessary harm, use
business to inspire and implement solutions to the
environmental crisis”, Patagonia has set a high
bar.
ENVIRONMENTAL
IMPACT
Patagonia is taking impressive action to reduce its
environmental impact. All of its cotton is certified
organic by the Global Organic Textile Standard
(GOTS), and it is bluesign® certified for some of its
fabrics. A high proportion of its materials are made
from recycled fabrics, including its polyester, nylon,
and wool. Patagonia belongs to both the
Sustainable Apparel Coalition and 1% For The
Planet. It rejects fast fashion by creating high-
quality, long-lasting products, and offers a repair
and reuse program.
Patagonia recognizes that buying less is one of the
major steps shoppers can take to reduce their own
eco footprint, saying “It would be hypocritical for
us to work for environmental change without
encouraging customers to think before they buy.”
LABOUR CONDITIONS

Patagonia is making decent efforts for workers with

good policies to audit suppliers in its supply chain, and
has been rated ‘It’s A Start’ for labour conditions.
Patagonia received a score of 51-60% in the Fashion
Transparency Index. Some of its supply chain is certified
by FLA Workplace Code of Conduct and Fair Trade USA
in the final stage of production.
The brand also publishes a detailed list of suppliers in
the final stage of production and some information about
the findings of supplier audits, as well as some
information about forced labour, gender equality, or
freedom of association.
 ANIMAL WELFARE

Patagonia has decent animal welfare policies, and scores ‘It’s A Start’ in this category. It has a general
statement about minimising animal suffering and traces most animal products to the first stage of
production, but does not have a formal animal welfare policy.
Patagonia uses leather and exotic animal hair and states that it sources wool from non-mulesed sheep.
Patagonia’s down is accredited by the Responsible Down Standard and the brand does not use angora, fur,
or exotic animal skin.
Global animal welfare organisation Four Paws called out Patagonia for its inhumane treatment of birds in
the past, but the label was quick to respond. It now works side by side with the organisation to encourage
humane practices industry-wide.
 STRIVING FOR CONSTANT
IMPROVEMENT

Patagonia acknowledges that their business activity (and all business activity) is part of the
problem, but it is always looking for new and better ways of doing things. They know that
everything they make has an impact on people and the planet. That is why sustainability is at the
core of their efforts. Prioritizing durability results in consuming less energy, wasting less water,
and creating less trash.
When you continually strive for constant improvement it becomes contagious and this is part of
Patagonia’s plan. They know they can not achieve their core mission alone, that is why they strive
to be a role model and seek to collaborate. In the spirit of this type of cooperation Patagonia has
partnered with many businesses, organizations and universities.
 1% FOR THE PLANET

Since 1985, Patagonia has pledged 1% of sales to the preservation and

restoration of the natural environment.
1% for the Planet is an alliance of businesses that understand the necessity of protecting the
natural environment. They understand that profit and loss are directly linked to its health, and
are concerned with the social and environmental impacts of industry.
 THE WORN WEAR PROGRAM
WHY EXTEND THE LIFE OF GEAR?
Because the best thing we can do for the planet is cut down on consumption and get
more use out of stuff we already own.
 An e-commerce shop where you can buy secondhand Patagonia products. That should encourage
customers to purchase used clothes instead of new ones.
ONE OF THE MOST RESPONSIBLE THINGS THAT CAN BE DONE AS A COMPANY IS MAKE HIGH-QUALITY STUFF THAT
LASTS FOR YEARS, SO YOU DON'T HAVE TO BUY MORE OF IT.
BUYING USED EXTENDS A GARMENT'S LIFE BY ABOUT TWO YEARS, WHICH CUTS ITS COMBINED CARBON, WASTE, AND
WATER FOOTPRINT BY 82%.
THE BOTTOM
LINE
Even as Patagonia has led an effort to expand the
useful life of its products, an effort that is at odds
with the planned obsolescence approach of many
manufacturers today, it has seen its sales rise.

It seems the company’s environmentally friendly

efforts have resonated with the sort of consumer it
targets. More of these people are buying Patagonia
products as they see the company’s long-lasting
wares as a way to express their values.
Thankyou!