appropriate and environmentally friendly clothing that an active mountain climber and outdoorsman could wear comfortably. After a few years of developing and selling this clothing product under Chouinard Equipment, Chouinard saw the potential and a vision was born with Patagonia. Patagonia was a leader in the environmental movement as his vision began decades before many other successful businesses embraced the green movement (Wang, 2010). Today Patagonia is a very successful clothing company that still carries those same core values from its humble creation, with an expressive vision and striving mission statement that can be found on their company website as follow; “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. ” The company website informs consumers how they go about their business as a socially conscious company by working as an activist for many environmental causes, managing their supply chain partners, and achieving the highest degree of social responsibility they can with the marketing, branding, and selling of their products. Some of the programs that Patagonia has launched over the years center around a core belief that consumers will pay more for a product that is produced organically and within the scope of fair trade, as well as producing programs that recycle second hand clothing and advising customers to buy only what they need and no more (MacKinnon, 2015). …show more content…
he marketing campaigns they released on black Friday in 2011, “Don’t buy this Jacket “ and in 2013 which was the Responsible Economy Campaign that messaged to the customer to only buy what you need and not be an excessive