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Patagonia Mission Statement

Decent Essays
Introduction Patagonia, Inc. is a Ventura, California-based clothing company, focusing mainly on outdoor clothing while incorporating the aspect of sustainability. Their logo incorporates a stylized version of mountain Monte Fitz Roy and is easily recognizable to the consumer. Currently the brand is shadowing behind its competitors due to lack of advertising, a skewed target market, and highly priced products. This IMC campaign intends to raise awareness about sustainably produced goods and establish a sense of brand loyalty.
Background
Internal Factors
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia's unique mission statement shows what they stand for and proves to competitors that their products will always be of the highest quality and manufactured without harming the environment, which is very important to the target market that the brand sells to. With a mission statement this bold, consumers know that they are buying products from a company that cares, which is rare to find because how competitive the market is. What propelled Patagonia into the limelight as a premier outdoor clothing brand was its high quality and sustainably produced line of products. Patagonia was the leading company to pave the way in waste reduction. Patagonia's iconic design and high tech materials allowed for the brand to gain significant market share amongst consumers.
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