"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.
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.