Patagonia, is a symbol as an innovative brand and pioneer in the proactive environment protection . With more than 45 years behind it, it is the ultimate exponent of a company that assumes as its authentic mission its own the value of the durable, “Patagonia is in business to save our home planet”.
Far from being a passing fad, Patagonia has dedicated, for more than fifteen years, 1% of its sales to finance and promote initiatives directly aimed at reducing the human impact on the environment.
Through its Patagonia Works entity, it selects, organises and develops all kinds of activities to reduce the impact on the environment with professionalism, rigor and at the same time, proximity and with activism, sometimes not complacent with the established status.
It develops more than 2,500 activities a year with strong involvement of local communities.
Outdoor Segment
It is not by chance that the founder of this company specialised in Outdoor is passionate about mountaineering. The same is true of other companies such as Mont Bell (Japan) and Rei (US) where the business’s precursors are in themselves, genuine passionate about free- to- air activity and develop their businesses with an exquisite proactive defence of the environment.
With strong larger competitors like Columbia, North Face, Patagonia has made progress in revenue and profitability. Its positioning with a price level slightly higher than its two main rivals has been no obstacle to continue to count on the loyalty of its costumers.
It hasss a small network of about 50 own stores, direct ecommerce and maintain the wholesale channel as its main distribution route.
Mhe works for major chains and brands improving retail strategy and operations
Product Assortment
Each product they incorporate is audited in detail to ensure that it is designed and produced with the least impact and that it fulfils, in a lasting way, the functions to which it is intended.
The progressive use of recycled materials for its products is a reality.
In addition, Patagonia proactively promotes the arrangement of those garments that for their daily use need a repair so that they continue to be used, either by its original customer or through its “Worn Wear” service by another customer thus giving a second life to the garments.
Repairs are carried out through its Central Specialised Center (Reno), as inside its shops and flying workshops with planned itineraries.
Given the importance of food, Patagonia has introduced a newline of business (Provisions) to offer an environmentally friendly assortment specially designed for use in outdoor activities.
Innovative initiatives for its employees
The working environment for its employees is consistent with the values it pursues and has a number of innovative initiatives that have managed to provide the lowest turnover rates in its USA sector:
- 100% of women with maternal leave return to work
- Own facilities and services for the care of younger children
- Flexibility to enjoy with 21 weekends (three days) a year to be able to develop free-to-air activities with their families
- 1.5 million km reduction in car journeys by its employees
Transparency and best practices for the outside
Patagonia has a clear policy of transparency and shares its best practices with other companies, including competitors, to the extent that it results in less impact on the environment. Altruism well understood.
Key findings
- Genuine matters
- Not always happy with the current situation
- Innovating always chasing the durable. A certain taste of RETRO
- A well-understood activism to defend values is not against profitable commercial business and in fact facilitates a strong bond with your customers.
We need more “Patagonias” in other sectors!
More info: carlos.dominguez@mheconsumer.com
