Over the Dandruff

Thoughts we often overlook

23. Black Friday Loses its Mob Mentality

Still sweating out that stuffing from this weekend? Yeah, me too.

Turkey-day weekend was yet again a success in the eyes of many Americans, especially online retailers. This Black Friday boasted a 26 percent increase in U.S. online spending from last year totaling $816 Million in sales.

Over 50 million Americans visited online retail sites, 10.2 percent via Apple’s iPhone and iPad, proving the “couch commerce” prediction to be correct. Rather than power through mobs of angry shoppers to get a last second, more shoppers are choosing to take care of the wish-lists from the comfort of their own home

Online shopping, specifically through mobile devices,  was foreseen as a powerful new threat to in-store sales. With over 40 percent of smartphone owners using their device to compare prices and find the best deals, retailers had to stand out.

Patagonia sent out an email Monday to bring attention to its Common Threads Initiative. The email from the company read like this:

“Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We’re now using the resources of one-and-a-half planets on our one and only planet.

And just in case you think Patagonia is going to use this opportunity to point the finger at some other company, its email talks specifically about what goes into the jacket pictured. The R2, one of its best-sellers, “required 135 liters of water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60% recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product. This jacket left behind, on its way to Reno, two-thirds its weight in waste.”

Rather than trying to convince consumers to make a quick buy on a once-a-year deal, Patagonia turned its audience’s focus onto their cause rather than their product. By doing this, Patagonia separated itself from the pack, reenforced its brand image, and got away with selling a product at full-price during the season of sales.

Touche, Patagonia. Touche.


November 29, 2011 - Posted by | Uncategorized

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: