Transcript Patagonia Presentation1-1.ppt

Summer Wanner
Lauren Denfeld
Thomas Keyzers
company history
• Created by Yvon
Chouinard, and avid
alpine climber.
• 1965 Chouinard
Equipment was
formed.
• 1973 patagonia was
created
• Patagonia redefined
fashion and
performance in many
outdoor sports.
company philosophy
• Go Green!
• “Build the best product, cause no unnecessary
harm, use business to inspire and implement
solutions to the environmental crisis.”
–Patagonia's Mission Statement
• patagonia creates clothing for climbing, skiing,
snowboarding, surfing, fly fishing, paddling and
trail running. These are all silent sports.
company philosophy contd.
• Patagonia redefined the work place in the
late 1970’s
• Unique culture
– No private offices
– Child care
– Healthy cafeterias
– Two month paid leave for non-profit work
general information
• Headquartered in Ventura, CA
• Over 1000 employees
• 270 million dollars in annual consolidated
revenue (2007).
• Donate at least 1% of revenue to environmental
causes.
• Mid 1990’s
– 100% organic cotton in all clothing
– Reduced carbon footprint in all distribution centers,
offices, and stores. LEED (Leadership in Energy and
Environmental Design) Certified
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-Target DemographicEnvironmentally conscious
Expendable income
Non main-stream athletes- “silent sport” participants.
Outdoor enthusiasts
Adventure seeker
general information
• Local Patagonia retailers:
– Patagonia Portland
907 NW Irving St Ste 100
Portland, OR 97207
-- Patagonia Bend
920 NW Bond Street
Bend, OR 97701
strengths
• Environmentalism
– Focus on environmentalism.
– merged quality along with conservation
– Garment recycling
– 1% for the planet: unlike most corporate
companies Patagonia funds grassroots level
innovation and other activist groups.
• Emphasis on employee morale
strengths contd.
• Quality
– Patagonia guarantees its products performance
• Exclusive Image
– Customers are loyal and active believers in the
Patagonia brand
• Strong online channel
– Few brick and mortar locations
– Good website
• Keeping you in the loop
– Easy access to catalogs and newsletters
weaknesses
• Price
– Patagonia isolates some customer due to
high end merchandise
• Location
– Few brick and mortar locations. Not as
accessible as their competitors.
• Competition
– Lots of competition in sports apparel
opportunities
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•
Word of mouth
Web advertising
TV commercials
Focus on environmental conservation
– Through the media, environmental issues are currently being
addressed
– Use of organic materials
– Protecting Arctic National Wildlife Refuge
– Participating in environmental crises
threats
•The North Face - high-performance
mountaineering apparel and
equipment
•Mountain Hardware - continuous
innovation
•Pearl Izumi- High performance
apparel
•Sugoi – Professional Athletic gear
where do you find it…
• Peak Sports, downtown Corvallis
• Local, sport specialty store, connected to
the community, eco conscious
• Not found in well known chain retail stores
– Fred Meyer
– K-mart
– Wal-mart
– Nordstrom
sources
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http://www.thenorthface.com/na/index.html
http://www.mountainhardware.com/
http://www.pearlizumi.com/index.php
http://sugoi.com/
http://www.patagonia.com/web/us/home/index.js
p?OPTION=HOME_PAGE&assetid=1704
• http://www.treehugger.com/files/2007/04/yvon_c
houinard_1.php
• http://www.brandchannel.com/features_webwatc
h.asp?ww_id=259
• http://www.transworldsurf.com/surf/features/articl
e/0,19929,1027737,00.html