10 Oct '11, 9am
Patagonia Asks Its Customers to 'Buy Less' and Boosts Customer Base
Through both these methods, Patagonia is increasing their brand value by boosting the perceived value of their products. Items are traded second-hand only if there is an after-sale value that is tangible. Most clothing items are so poorly manufactured that second-hand sale is not an option. By creating a marketplace for its own goods via eBay, Patagonia is effectively creating an untapped secondary market for its own products. What is beautiful is that it creates its own self-reviving loop which can also attracts new customers and increase market reach. A Patagonia customer can sell his old apparel online and use that income to buy new Patagonia products. The buyer of second-hand gear may well be a brand new customer that Patagonia has yet to reach.