Patagonia is a recreation and outdoor apparel, gear, and equipment American retail multinational brand. Yvon Chouinard founded the outdoor clothing and gear company in 1973. Today, we’ll discuss Patagonia communication strategy or Patagonia marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Patagonia; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.
Patagonia Products and services
- Backpacks
- Hiking gears
- Clothing
- Outdoor apparel
- Accessories
Statistical facts and figures of Patagonia
- Annual revenue – 209.1 million USD (2023)
- Employees – 1000
- Network – 70 stores
Competitors of Patagonia
- Zulily
- Icebreaker
- Marmot
- The North Face
- Canada Goose
- Amer Sports
- LL Bean
- Columbia Sportswear
Patagonia communication strategy would analyze the elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Patagonia as follows;
Patagonia Communication Strategy
Let’s discuss the main elements of Patagonia communication strategy or integration marketing communication strategy of Patagonia as brand communication strategy examples; they’re as follows;
Advertising Strategy of Patagonia
I-Storytelling Ads
Patagonia launches storytelling advertisements or short films based on real-life stories and challenges about the environmental crisis. The objective of such story ads and videos is to spread environmental awareness and encourage individual customers to make the right choice to save the environment. However, the storytelling advertisement campaigns allow the company to emotionally connect with the individual customers.
II-Repair What You Wear
The products of Patagonia are of high quality and they’re durable the company introduced a mobile repair shop by the name of “Worn Wear Wagon.” In fact, the company has launched a series of short tutorial videos to guide customers on how to repair and fix their products. The objective is to empower the ordinary customers. However, it doesn’t mean that the company doesn’t want its customers to fix the clothes. Rather, the company wants its customers to buy new clothes when the old ones are irreparable.
III-Used Products
Patagonia has increased its product life for two years. The company runs an advertisement campaign to encourage its users to buy and sell used products on its platform. This approach completely streamlines the company’s strategic approach to saving the environment. However, it focuses on the following elements of the 5Rs;
- Rebuilding the world
- Recycling
- Reusing
- Repairing
- Reducing the waste
Direct Marketing Strategy of Patagonia
I-Anti-Consumerism Marketing
Usually, businesses and companies implement the consumerism marketing strategy of producing goods and encouraging customers to purchase their products. On the other hand, Patagonia follows the anti-consumerism marketing by running a very famous campaign of “Don’t Buy This Jacket” on Black Friday. The objective of the anti-consumerism campaign is to educate customers about the negative impact of mass production on the environment. However, the company guides its customers to buy “only” when they “need” it.
- “Buy less, demand more”
II-Influencer Marketing
Patagonia collaborates with various environmental activists and employs real-life ordinary people in its marketing campaigns. It allows them to build a network of environmentally conscious customers and spread the word through word-of-mouth marketing; tapping into new segments of the customer market. However, once they become aware of the company’s vision, they will make better choices.
III-Sustainability Marketing
Environmental sustainability, complete transparency, and zero waste are the key areas of Patagonia’s marketing strategic approach. The company engages in an ethical supply chain, production, and manufacturing process, and contributes limited waste. However, it shows that the outdoor recreation brand has a strong commitment to the nature and environment.
Digital Marketing Strategy of Patagonia
I-Online Channels
Patagonia employs multiple digital media channels and social media platforms to connect with environmentally conscious customers online. The company focuses on strengthening the bond and connection between individual customers and the community, rather than just selling and increasing profit.
II-User Generated Content
Patagonia encourages its environmentally conscious customers to share their outdoor adventures and stories on social media platforms with the hashtag #MyPatagonia. It allows the company to track user-generated content with the same hashtag. However, the outdoor recreation brand highlights its content on its social media and web platforms; giving them a sense of recognition.
Sales Promotion Strategy of Patagonia
I-Environmental Sustainability Campaigns
Patagonia has launched various environmentally sustainable promotional campaigns over the years. They helped the company to attract the attention of environmentally conscious customers; some of them are as follows;
- “Buy less, demand more” – encouraging customers to decrease environmental waste and buy only the necessary items
- “The Responsible Company” – partners up with sustainable suppliers and vendors that are engaging in fair practices
- “Vote Our Planet” – motivating customers to make the right and conscious choice while shopping
- “Worn wear” – promotes the culture of repairing and reusing and decreasing the waste
Public Relations Strategy of Patagonia
Patagonia public relations strategy is very clear and it focuses on educating customers about sustainable shopping and reducing environmental waste. Some of the key elements of the company’s PR strategic approach are as follows;
- Supporting and partnering up with environmentally sustainable companies
- Decreasing the carbon emission rate
- Producing goods from such factories that satisfies the company’s standards
- Employing recyclable material for the production of goods
Personal Selling Strategy of Patagonia
Patagonia has established a network of roundabout 70 retail stores in various countries across the world. The company built its stores with recyclable material, and renewable energy, and added all the sustainable elements. However, the objective is to give a unique shopping experience to the customers and connect with them at a personal level.
Conclusion: Patagonia Marketing Communication Strategy | Patagonia Integrated Marketing Communication Strategy | Brand Communication Strategy Examples
After an in-depth study of Patagonia communication strategy; we have realized that Patagonia marketing communication strategy is completely unorthodox. If you are learning about the Patagonia integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
