30-day Challenge – Day 20

A while back, our business school, the Mason School of Business, was visited by Tetsuya O’ Hara, the Director of Advanced R&D. It was a momentous visit especially for students  who had never heard of this manufacturer of outdoor gear and apparel.

One thing Tetsuya told us about the company, was in regards to the new marketing campaign it was executing. Basically, Patagonia was asking its customers not to buy its products – for environmental reasons. As a professional in the luxury market, this certainly looks like a great way to market your product. However, there is some sincerity behind the company’s plea.

You should check out the ad here. Also look at the company’s blog post, explaining their rationale for the ad in more detail. Check out the comments as well.