Loyal to Quality and the Outdoors

By Grace Garvey

Sustainable fashion brands all carry the same mission: saving the planet. Ethical fashion can be found beyond pre-loved clothing items on online consignment stores. The trend of switching to sustainable fashion is spreading to high-end fashion companies that are passionate about promoting their passion for the environment. Shopping sustainably can come with a high price if they are searching for first-hand, never worn items. The Sustainable Appears Coalition “is the apparel, footwear, and textile industry’s leading alliance for sustainable production” (The Sustainable Apparel Coalition, n.d., para. 1). With this being said, many brand-name stores like Brooks, L.L. Bean, and Columbia are members of this coalition to assure eco-conscious fashionistas that shopping sustainably is worth the price. The 200+ members in this coalition market their apparel to consumers that enjoy high-end brands as well as involvement in saving the planet. Patagonia and the SAC work together to “reject fast fashion by creating high-quality, long-lasting products and offer a repair and reuse program” (Wolfe, 2017, para. 2). From campaigns to advertisements, Patagonia involves an environmental benefit in every aspect of their marketing. With everything it advertises, Patagonia uses non-traditional advertising to reach its audience by evoking emotion in each touchpoint.

Patagonia targets environmentally conscious buyers, who value quality, and companies that are loyal to the outdoors they love. Because Patagonia is committed to using resources that will continue the movement of changing the environment, eco-conscious fashionistas, especially Millennials, are making the expensive switch to sustainable fashion. Patagonia leads the market for outdoor apparel and leads the way to protect the earth. Patagonia’s iconic “Don’t Buy This Jacket” campaign is an example of how sustainable fashion industries use advertising tactics to motivate consumers to hop on this trend. By using a shock tactic, its message was telling consumers to refrain from buying what they don’t need by picturing Patagonia’s popular fleece jacket that lasts a lifetime. The jacket displayed is  “60% recycled polyester jacket, knit and sewn to a high standard; it is exceptionally durable, so [consumers] won’t have to replace it as often” (Bovy, 2015, para. 2). Its slogan, “Built To Last,” is another tactic used to market the company. From its devotion to creating products that last a lifetime to supporting organizations that urge an end to the land, water, and climate crisis, Patagonia’s successful advertising, and marketing tactics drive the trend of Millennials switching to sustainable shopping (Nielsen, 2018, para. 4).