Brand transparency is now a significant criterion for shaping purchasing decisions for customers. Many people are increasingly concerned not only with the actual products they buy but also with the company’s impact on the environment and society. According to surveys, about 58% of modern customers agree to pay up to 20% more for a product that is made in a sustainable and environmentally beneficial way (Salfino, 2019). Patagonia is an outdoor clothing seller and manufacturer with a strong focus on the transparency of its business.
In the modern world, brands need to not only contribute to minimizing the negative impact of production on the environment but also do it publicly. The Fashion Revolution Transparency Index considers criteria such as garments traceability, sustainable policies implemented in the value chain, objectives related to environmental impact, gender equality, as well as recycling activities (Zaballa & Go Bill, 2020). Patagonia took one of the leading positions in 2019 based on the assessment of the criteria presented in the index (Zaballa & Go Bill, 2020). The brand is transparent as it primarily aims at promoting environmental activism through its activities (Sonsev, 2019). The brand not only strives to minimize the negative impact of its production on the planet but also to support programs to restore nature.
First of all, customers can trace from which raw materials Patagonia clothes are made. On its website, the company emphasizes that it focuses on recycled materials, organic cotton, programs to restore soil and reduce greenhouse emissions, as well as improve working conditions (How clean are your clothes? n. d.). In addition, Patagonia encourages the reuse of clothing to reduce consumption and minimize industrial impact. Most importantly, “since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment” (1% for the planet, n. d.). In 2002, the founders of the company also created a non-profit organization that seeks to inspire other organizations to invest a portion of their profits in environmental restoration programs.
Patagonia not only provides customers with complete information about their environmental activism policy but also contributes to the spread of the concept of transparency in the industry. It is also important that this approach is a business objective, and the entire brand is built on the idea of sustainability. Thus, Patagonia is currently one of the most transparent brands in the clothing industry, which has a positive impact on purchasing decisions.
References
1% for the planet. (n. d.). Patagonia. Web.
How clean are your clothes? The hidden cost of the clothes we’re buying. (n. d.). Patagonia. Web.
Salfano, C. (2019). Why being transparent is vital—and profitable—for fashion. Sourcing Journal. Web.
Sonsev, V. (2019). Patagonia’s focus on its brand purpose is great for business. Forbes. Web.
Zaballa, N., & Go Bill, T. (2020). How transparent is fashion? Adidas, Reebok and Patagonia lead the way. The Global Fashion Business Journal. Web.