Our Partnership
Patagonia is really ‘from whence we came.’ Our founder, Craig Wilson, wrote the entirety of its multi-channel strategy and managed its direct business from inception in the early 2000’s, scaling the direct channel from one to one-hundred million dollars. However, in 2004 Patagonia was in debt and losing money. The question was, what to do when an iconic brand underperforms financially?
Focus
The Brand Equity Index unearthed waning loyalty and an anemic acquisition capability. With data, leadership was able to understand why the business was at financial risk. The solution was putting the brand principles at the forefront. What netted was a redesign of the entirety of the consumer user experience across all channels, a simplified product architecture, and clarity of the value proposition delivered to Prospects and a means for Cheerleaders to take action and be a part of the cause.
Demonstrated Impact
Two years later the company was profitable, out of debt, and when the recession hit in 2008, Patagonia experienced a period of unprecedented growth. Patagonia fans rebuffed competitors and doubled down on their trusted, go-to resource. Today, Patagonia is not just an iconic brand, it’s a billion dollar company, in partnership with an influential audience.