Branding in Action
January 3, 2021
Patagonia's Anti-Black Friday Stand
For years now, Patagonia has been synonymous to conscious consumption, fighting climate change, while retaining its position as a mass-premium, hardy winter wear brand. When it came to the largest sales event of the year this weekend, it felt good to see the brand take a stand and refuse to participate. Staying true to the core values that the brand espouses, the website communicated sustainability and transparency every step of the way.
1. A pop-up the moment you landed on the website reminded you to “Buy Less, Demand More.”
2. On the product page, the site offered you the option to buy USED products, including a complete after sales site – Worn Wear that not only sold used products, but offered repairs and trade-in offers.
3. The discounts page showcased transparency by explicitly sharing that instead of asking consumers to scour the Internet for discount codes or question the validity of third-party coupon vendors, Patagonia would offer clear and transparent ways to save money on Patagonia orders.
As a brand, to not lean into Black Friday can feel like a massive sales hit. However, if you are Patagonia, you do it. To see a business ensure its actions are aligned to its words felt good. The end result: I made a purchase with NO discounts on Black Friday. Good work, Patagonia!