Business Success Through Sustainability: Patagonia’s Glory in Retail and Environmental Conservation
Patagonia is a go-to for many college students. Relaxed, easy-going merchandise is offered for men and women, and the brand’s emphases in staying active and spending leisure time outdoors attracts a wide range of customers.
Patagonia seems to have it all – the name brand, millions of followers on Instagram, appealing apparel, ad an exciting lifestyle. Activewear brands like the North Face and Columbia have these as well. But what activewear companies lack is involvement in sustainability like Patagonia has.
Many retailers target younger consumers. Today’s millennials push for conserving nature, and since Patagonia’s mission statement corresponds with their value of environmental awareness, consumers feel more inclined to invest the money in the middle-tier merchandise. Patagonia’s mission statement reiterates the clothing company’s belief that the solution to “limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use [and] [m]making the best product matters for saving the planet.” Patagonia acts on its mission statement through active involvement in collaborating with environmental organizations and selling of used merchandise on its website Worn Wear.
1% of Patagonia’s sales goes towards environmental organizations that restore and protect natural life. In addition to offering monetary donations through its membership in 1% For the Planet, Patagonia Action Works connects environmentalists to groups involved with promoting sustainability.
Patagonia’s blog The Cleanest Line focuses content on active life and sustainability. The Cleanest Line is another creative outlet for Patagonia to reach customers and, once again, prove the company’s devotion to helping the environment.
Consistent brand imaging and attractive merchandise can only take a company so far. Helping problems relevant to the current time and place add more layers to success, and public awareness of this involvement brings more business in the long run.
Author: Sarah Carlson