In addition to product quality, the level of sales is influenced by customer loyalty to the company's positioning and its active participation in environmental protection programs.
The Patagonia brand has been presenting itself as an environmentally friendly brand since the late 1980s.
According to Forbes, in 1986 the company announced that it would donate 10% of its profits to organizations that advocate for the protection of the environment.
In 1988, the apparel manufacturer launched its first national conservation campaign in Yosemite Valley.
In the early 1990s, Patagonia began using organic cotton, and after a while Nike and Gap took up the trend.
In the 2000s, the company partnered with fishing equipment brand Blue Ribbon Flies to donate 1% of its annual bottom line to the planet.
The brand encourages its customers to buy less, but its sales are growing. For example, in 2015, on the eve of Black Friday, the company organized the Wear Worn movement, in which people are invited to put up used Patagonia products for sale and receive bonuses for a new purchase.
As a result of the campaign, the brand's direct sales rose 42%, while total industry retail sales increased by just 2.3% over the previous year. Patagonia's online activity grew 61%. The action has collected over half a billion impressions in the media.
In 2017, 44 years after starting the business, the company spent $ 700,000 and released its first commercial TV ad - without mentioning its products. In the video, Patagonia founder Yvon Shounard talks about the need to preserve American nature.
According to Owler, the company's annual revenue is about $ 700 million. According to Yvon Shounard, the secret of his business success is the desire to do good, without participating in the race for profit.
Loyalty to tradition
The company remains a local craft brand. Its management has not changed, the only retail store is located in Seattle, while shipping is carried out worldwide. Feathered Friends is positioned as a quality brand for professionals and does not run flashy marketing campaigns to attract customers.
The brand also supports several non-profit organizations that research cancer and promote healthy lifestyles. According to Owler, the company has annual revenues of about $ 6.3 million.