Patagonia - AGAIN

 It is not the first time that I talk about Patagonia on this blog, nor do I think it is the last.

I am a fan of the brand, it seems to me that both its campaigns, its products, and its general way of doing things, always maintain an extraordinary quality.

It is also true that the approach to technical clothing taken to a casual environment has its limitations, being clothing that is not very adaptable in the day-to-day life of a normal person with an office job.

The reason I am writing this post is because of their last campaign in which they released a statement that I truly agree with.

The question to sustain fashion is not to sentence it to death, but to create a sustainable process over time. I sincerely believe that we are getting closer to it, but I also believe that we must be aware of what we are still far away from. The income statement drives fashion and the customer who wants to buy cheap and dress well is the boss.

Patagonia's campaign has as its main slogan the message: “Buy? yes. But buy well. " I think this is fundamental, and it is the only way that the rate of consumption can continue, as long as the resources used are under control.

The campaign has an educational and didactic component that from my point of view is essential for the ordinary consumer, without a deep knowledge of the industry, to realize that all his actions have an impact.

The consumer has to realize that what he invests in a company and the message that he sends to the company by buying certain products, is the historical end that is taken as a reference for future productions.

Therefore, if a customer buys better, understanding as better the purchase of products that respect the environment and people, we will achieve a healthy industry and aware of his actions.

In the following photos you can see the messages that he launches as a slogan to the brand in which the message of buying well is emphasized and three key points are given for the orientation of consumption.

Beyond the image, the brand includes a short but effective video clip in which it explains in a totally visual and didactic way what all this action consists of.

Congratulations again to Patagonia, already baptized in this blog as a “pioneer company”.