"Don't buy this!" Building Patagonia’s Aspirational Brand

"Don't buy this!" Building Patagonia’s Aspirational Brand

Colloquium on Sustainability Marketing

Patagonia has successfully built a brand synonymous with a lifestyle that many people aspire to: a more active, healthier, and greener one. What role does brand identity and marketing play for a business committed to “inspire and implement solutions to the environmental crisis”? Famously, Patagonia’s Cyber Monday “Don’t buy this jacket” campaign was a huge success, urging customers not to buy what they don’t need and to think twice before buying anything.

Two of Patagonia’s senior executives, Vincent Stanley and Jill Dumain, will discuss the tensions between marketing and sustainability, how the public’s reactions have influenced the direction of the brand, and the trade-offs Patagonia has addressed throughout this journey.

Please join us at noon on Monday, September 23rd in Burke Auditorium, Kroon Hall, or tune in online to watch the event on the Yale Livestream channel.

Livestream Link 

Follow Patagonia:

https://www.facebook.com/PATAGONIA

https://twitter.com/patagonia

https://plus.google.com/+patagonia/posts

http://instagram.com/patagonia

http://patagonia.tumblr.com/

This event is free and open to the public.  Refreshments will be served.

The Colloquium on Sustainability Marketing at Yale sponsored by DEKRA aims to unravel and address the challenges of creating environmentally sustainable products, services and brands that customers love.
 

Speakers

Vincent Stanley
Patagonia
Vice President of Marketing
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Vincent Stanley, Patagonia’s acting vice-president of marketing, has been with the company on and off since its inception in 1973 and is the co-author with Yvon Chouinard, Patagonia’s founder, of The Responsible Company. For the past eight years he has focused on the intersection of the company’s brand, sport, and environmental stories. He helped initiate and produce The Footprint Chronicles, the company’s interactive website that outlines the social and environmental impacts of its products, its Common Threads Partnership (through which every Patagonia product may be returned for recycling), and PatagoniaBooks.
Jill Dumain
Patagonia
Director of Environmental Strategy
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Jill Dumain has worked for Patagonia since 1989 and currently serves as Director of Environmental Strategy. During her tenure at Patagonia she has worked in the company’s Fabric Laboratory, as Director of Fabric Development and as Director of Environmental Analysis where she led development of the Common Threads Garment Recycling Program and the Footprint Chronicles website. In 2006, Dumain was elected to a three-year term as chair of the board of the Organic Exchange and now serves as chair of the Eco-Working Group and of the Sustainability and Fair Labor Advisory Council in the Outdoor Industry Association.
Marian Chertow, Moderator
Associate Professor of Industrial Environmental Management, Yale School of Forestry & Environmental Studies
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