Patagonia, a global retail company, has reached many with their clothing, equipment, and environmental contributions. Their strategy beginning in the 1973 was focused on creating products that would reduce their global foot print, and inspiring others to care for their planet as well. I wanted to go over their Global Marketing Channels and the unique way they like to operate.
Distribution Center
Patagonia has partnered with various factories overseas and within the United States to obtain their completed products. They are known to be selective of who they partner with to create clothing as they know the factory conditions can reflect upon them as well. Patagonia has got into some controversial headlines that suggest the company does not follow their Core Values when it comes to their factory. I did find that they do implement inspections within the factory’s they are associated with to make sure they align with their values and their reputation does not fall. However, they are limited on implementing regulations and can only do so much. Within their website they have “Footprint Chronicles” to show transparency of the factories they work with.
Secondly, all of their factories ship out only to their one distribution center in Reno, Nevada. This distribution center sends out complete orders to retailers, e-commerce, and wholesale partners. Additionally, Patagonia has just a storage space locally in Verdi, Nevada. Their one distribution center is known to handle small to large unit orders. Patagonia is known to just have this one center for distribution, because they have more control over operations. Patagonia prides themselves with reducing emissions and following the best labor practices.
Sales Channels and The Utility to the Consumer
A couple of channels they have to reach the consumer is their retail stores located worldwide, their own website, and whole-sale partners selling products in-store and online. All of these channels are made for the consumer’s experience and utility. Patagonia has made their products easily accessible for their target market by having various locations, and having partnered with outdoor markets to reach those who are not local to the nearest Patagonia store. The website is useful for the online shopper who is willing to pay for shipping and wait for their item. Second best experience they bring to the consumer is the accessible information which comes from their website and in-store employees. Both online and in-store, Patagonia makes it easy to find the products you need especially for seasonal or recreational. There is an abundance of information on the care for the item you are purchases which can come online, on your clothing tag, and through Customer Care.
They have customers who are invested in this brand for prestige, to make a statement, minimalism, and outdoorsy. When going into their history of growth the rose in status and revenue when they made new changes to their products for the environment and donations. Their organic growth has primarily come from their support and care for the environmental crises.
References:
•https://www.patagonia.com/home/
•http://www.societabenefit.net/wp-content/uploads/2016/11/Patagonia-2016.pdf
•https://thecorrespondent.com/424/the-more-patagonia-rejects-consumerism-the-more-the-brand-sells
•https://www.nnbw.com/news/2018/mar/14/biggest-little-warehouse-inside-outdoor-giant-pata/