How Patagonia Is Successfully Striving for Transparency

A renowned pioneer of sustainable apparel, Patagonia is a longstanding champion for repairing and reusing garments. With a mission to produce the best quality apparel without causing any unnecessary harm to the environment, the brand started selling gently used outdoor wear for its online shop “Worn Wear” in 2017 for men, women, and children. Using business to inspire and put solutions in place for the environmental crisis, Patagonia has set the bar high for other brands. Since its inception in 1973 in Ventura, California, Patagonia has always been included in the conversation for impact-driven companies. But what is it about Patagonia that has rendered it such an influential brand? For starters, it was one of the first companies to root its principles in sustainably made apparel. There is a great deal to examine about the brand’s success, particularly honing in on positioning and correct terminology to build a consistent brand with a genuine customer loyalty base. Most importantly, Patagonia’s most critical marketing tool is its transparency strategy. Let’s examine how the brand’s transparency and mission-oriented communication practices are so effective: Practicing Thoughtful Transparency Since its early days, Patagonia has put a great deal of emphasis on transparency. In simple terms, supply chain transparency is committed to improved communication about the provenance of products. It’s about engaging with suppliers in a tone of openness and honesty, covering a wide range of voluntary publications and degrees of disclosures. From the source of its raw materials to the cash register, Patagonia presents as honest, upfront, and responsible. For example, look at their “View Our Footprint” tab on their website. This allows consumers to easily view information on Patagonia’s environmental impact and gives a thorough insight into their supply chain. The Patagonia shop page highlights each item and provides an overview of the garment’s particular history. In terms of communication, the key here is to know when and how to divulge this type of information. Customers don’t like to feel overwhelmed or “hit over the head” with this kind of information either, but it’s important to make it easily accessible to them. Brand Consistency It is crucial to build a loyal customer base with a well-executed and consistent brand voice. This is all about how companies speak in their communications, and Patagonia has effectively cultivated this. Their brand voice is trustworthy, educational, and straight to the point. The language they use to launch new collections is clear and unfussy. They don’t actually use many adjectives or descriptors, rather a more matter-of-fact description of garments while also combining the natural elements such as “less harmful materials”. Voice and tone are key. Patagonia successfully reinforces itself as a brand rooted in transparency in each of its communication channels. They lead their customers on a brand journey by using a brand voice that is both trustworthy and educational. Constructing a Compelling Narrative It is apparent that Patagonia has written a compelling narrative through the effort they’ve put into their webpage. The brand’s field reports reveal inside details about their products, as well as their Footprint Chronicles that give detailed information of their textile mills, factories, and farms. Thus, Patagonia has successfully gone from merely selling garments to actually engaging with customers via a brand perspective and lifestyle. The digital experience has created a cohesive narrative that inspires other businesses to implement solutions to the environmental crisis. Impact-driven companies are often lacking the opportunity to establish themselves as trustworthy partners, and in doing so, build loyal relationships. Patagonia created story-driven messages that are interactive and set the tone for the consumers’ expectations throughout the buying journey. Patagonia’s moving storytelling makes its content more engaging for the reader, making them more likely to be emotionally invested. Many companies don’t take the time to build a connection between their mission and product, which is what conscious consumers are ultimately seeking. Benefits to Keep in Mind Businesses that are transparent also attract and retain employees more easily than those that aren’t. Patagonia benefits from high job application rates, as well as having a very low employee turnover rate thanks to its sustainability efforts and reputation as a responsible companies. Supply chains that are transparent benefit from a positive brand image and reduced reputational risk, overall enhancing the company’s standing as a trustworthy business.