SlideShare a Scribd company logo
The Way to Customer
Loyalty
Presented By Yue Fu
INTRODUCTION
OVERVIEW
Patagonia, Inc. is an American retailer of outdoor
clothing. It was founded by Yvon Chouinard, an
accomplished rock climber in 1973 and is based in
Ventura, California
UNIQUE SELLING PROPOSITION
Patagonia has been involved in a number of
environmental and political activist campaigns,
including 1% of its total sales to environmental
groups and 100% of sales from Black Friday to
environmental organizations
Build the best product
Cause no unnecessary harm
Use business to protect nature
Not bound by convention
MISSION&VISION
WE'RE IN BUSINESS TO SAVE
OUR HOME PLANET
STEP 1
CUSTOMER
ORIENTATION
BUY LESS DEMAND MORE
PRODUCTS
WE GUARANTEE EVERYTHING WE MAKE
Outdoor Apparel &
Workwear
Sustainable
Packs & Gear
Durable
Food & Drink
Organic
BUY LESS
WE’VE BUILT CLOTHES TO ENDURE, SO YOU DON’T
NEED TO BUY NEW AS OFTEN. BUY LESS. BUY USED.
REPAIR WHAT YOU WEAR OUT.
DEMAND MORE
DEMAND RECYCLED. DEMAND FAIR TRADE. DEMAND
ORGANIC. YOU HAVE THE POWER TO CHANGE THE
WAY CLOTHES ARE MADE.
STEP 2
CUSTOMER
RETENTION
WORN WEAR PLAN
WORN WEAR
Allowing customers to
return particular Patagonia
items in good condition in
exchange for new
merchandise credit
RECRAFTED
Through Patagonia’s Worn
Wear program, customers
send back old or damaged
clothes, many of which get
repaired and sent back
STEP 3
CUSTOMER
DELIGHT
EXCEED CUSTOMER EXPECTATION
A PERSONAL EXPERIENCE
HOW DOES THEY
MAKE ME DELIGHT
I participated in the Worn Wear Program and
exchanged my old jacket for credits. But
there was a misunderstanding during the
exchange. In the end, I got a new jacket and
as well as $40 credit.
STEP 4
CREATE
COMMUNITIES
FIND COHORT AND DRIVE ADVOCACY
OUTDOOR
ENTHUSIAST
Love traveling and
sports
Patagonia Communities
LABOURER
Working in nature
Farmer, Rancher,
Fishman
ENVIRONMENTALIST
Engage in
environmental
protection
STEP 5
FANOCRACY
TO BUILD A POWERFUL CULTURE THAT DRIVES
BUSINESS SUCCESS
A LETTER TO
THE EARTH
EARTH IS NOW OUR ONLY
SHAREHOLDER
If we have any hope of a thriving planet—
much less a business—it is going to take
all of us doing what we can with the
resources we have.
This is what we can do.
By Yvon Chouinard
THE MOST POWERFUL
MARKETING FORCE IN
THE WORLD: DIE-HARD
FANS!
Customers become advocates of brands
because they develop an emotional
connection with their core purpose.
Brands that elicit advocacy provide a value
beyond just product quality and experience.
References
HTTPS://EN.WIKIPEDIA.ORG/WIKI/PATAGONIA,_INC.
HTTPS://WWW.PATAGONIA.COM/OWNERSHIP/
HTTPS://WORNWEAR.PATAGONIA.COM/?
_GA=2.64327599.1284664818.1667092744-
705273385.1666898392
HTTPS://WWW.HIGHSNOBIETY.COM/TAG/PATAGO
NIA/
HTTPS://WWW.PATAGONIA.COM/CORE-VALUES/

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Patagonia-The Way to Customer Loyalty