我的購物車 (0)
我的帳號資料
我的訂單紀錄
我的學校教授
我的學校課程

[ Tips ] 一分鐘使用導覽

搜尋 
請輸入欲查詢之關鍵字
 
  進階搜尋
依主題瀏覽 
依商品類型瀏覽 
依出版日期瀏覽 
依作者瀏覽(姓) 
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
V
W
Y
Z
銷售排行榜 
 您所選取的商品項目

> Patagonia''s Sustainability Strategy: Don''t Buy Our Products

商品編號: IMD790
出版日期: 2015/06/10
作者姓名:
Szekely, Francisco;Dossa, Zahir
商品類別: General management
商品規格: 14p

再版日期: 2019/06/05
地域: United States
產業: Athletic & outdoor apparel;Apparel;Clothing stores
個案年度: -  

 


商品敘述:

In 2005, Patagonia launched the Common Threads Recycling Program. The goal was to reduce the number of products Patagonia customers purchased through a two-fold effort. The first part was to encourage customers to fix damaged clothing. Patagonia began publishing do-it-yourself repair guides to assist customers in repairing their clothing. To provide an alternative for customers who were unable or unwilling to repair their clothing themselves, Patagonia charged an affordable fee to have garments shipped to their repair facility. The second aspect of the Common Threads program was to create a second-hand market for Patagonia garments that did not fit or that were no longer worn. Patagonia collaborated with eBay to develop a storefront and also created an online marketplace on its main website. Patagonia also offered to cover the shipping costs for garments that were beyond repair, which Patagonia would then break down and repurpose. To promote its Common Threads initiative, Patagonia created "Worn Wear," a program that highlights thousands of videos and pictures from customers around the globe who treasure their worn, patched-up Patagonia garments with pride. While most companies would encourage customers to repeat their purchases, Patagonia prides itself and its customers on waste-free purchases. Patagonia''s next step was to launch a campaign in 2011 to dissuade customers from purchasing clothing that they did not really need. On the busiest weekend for retailers in the US, a 2011 New York Times ad from Patagonia featured a picture of one of Patagonia''s highest grossing fleece jackets below the words: "DON''T BUY THIS JACKET." Underneath was a detailed description that defended Patagonia''s rationale based on the negative environmental impacts caused by consumerism. Despite Patagonia''s efforts, sales increased by approximately 30% in the nine months following the ad. The case concludes with the business dilemma facing Chouinard: What should Patagonia do?


涵蓋領域:

Sustainability;Transparency


相關資料:

Case Teaching Note, (IMD791), 10p, by Francisco Szekely, Zahir Dossa