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Summer Wanner Lauren Denfeld Thomas Keyzers. company history Created by Yvon Chouinard, and avid...
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Transcript of Summer Wanner Lauren Denfeld Thomas Keyzers. company history Created by Yvon Chouinard, and avid...
company historycompany 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 philosophycompany 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 company philosophy contd.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 informationgeneral 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
-Target Demographic-– Environmentally conscious– Expendable income– Non main-stream athletes- “silent sport” participants.– Outdoor enthusiasts – Adventure seeker
general informationgeneral information
• Local Patagonia retailers:– Patagonia Portland
907 NW Irving St Ste 100Portland, OR 97207
-- Patagonia Bend
920 NW Bond Street
Bend, OR 97701
strengthsstrengths
• 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.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
weaknessesweaknesses
• 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
opportunitiesopportunities• 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
threatsthreats•The North Face The North Face - high-performance - high-performance mountaineering apparel and mountaineering apparel and equipmentequipment •Mountain Hardware Mountain Hardware - continuous - continuous innovationinnovation
•Pearl Izumi- Pearl Izumi- High performance High performance apparelapparel •SugoiSugoi – Professional Athletic gear – Professional Athletic gear
where do you find it…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
sourcessources
• 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.jsp?
OPTION=HOME_PAGE&assetid=1704• http://www.treehugger.com/files/2007/04/
yvon_chouinard_1.php• http://www.brandchannel.com/
features_webwatch.asp?ww_id=259• http://www.transworldsurf.com/surf/features/article/
0,19929,1027737,00.html