Summer WannerSummer WannerLauren DenfeldLauren Denfeld

Thomas KeyzersThomas Keyzers

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