Patagonia is an outdoor sportswear retail company that focuses on creating sustainable, ethical and long lasting clothing and gear. Patagonia, like most sports and outdoor-wear brands, produce multi-feature, performance-focused apparel. The products, like the one in the Worn Wear ad (Exhibit A) are usually described as being insulated, warm, comfortable and good with moisture control. Outdoor wear company like Patagonia appeal to ruggedness and use pictures of extreme outdoor condition and activities to create an image of fearlessness and determination for the brand. Moreover, Patagonia has a comparative price point to its competitor. For instance, a price of a $100-$150 Canadian dollars for a fleece jacket, like the one of the ad, is standard for Patagonia and most …show more content…
For Patagonia, “the company positions itself as a producer of clothing and not fashion” (177). Durability, flexibility and protection from the environments are some of the words that has been used to describe the quality of the material, emphasizing the effectiveness of performance for this brand (Vogue). Customer service is another important part of performance for Patagonia. To ensure the ongoing experience with the brand is pleasant, and to further emphasize their dedication to long-lasting quality, Patagonia has a Guaranteed Repair policy and a Recycle and Reuse policy (also known as Worn Wear), where customer can trade old garments and buy used one for reduced prices. Additionally, they also create entertaining and informative videos and blog posts on environment preservation and facilitate social support through lifestyle brand communities (Journal of Product and Brand Management). For Patagonia, prices are similar to competitive brands like The North Face, Columbia and even Arc’Teryx and like mostly all active and sportswear brands, Patagonia has a sale section in their website (Web