Outdoor apparel company, Patagonia, recently launched a campaign that encouraged customers to not buy any new Patagonia products on Black Friday.
One picture from the campaign reads, "Don't Buy This Jacket." At first glance, this truly gets one's attention. Secondly, this prompts a question in the viewer’s mind. Why not?
According to Yahoo, “This initiative is coming to life in 15 of its retail locations in cities around the country. Starting at 4 p.m. on Black Friday, customers can bring old, beat-up Patagonia gear to one of those 15 stores to get their stuff repaired for free by professional.” Customers can also enjoy food, beer and live music while watching screenings of the company’s new “Worn Wear” short film, which follows a champion skier, surfer and other outdoor enthusiasts in their well-loved Patagonia gear.
The event almost sounds like a fun tailgating party. Who wouldn't be excited about something so innovative?
This campaign probably won't rake in the sales on Black Friday, but it will solidify strong brand loyalty among its niche market. This market believes in environmental sustainability and quality products that last a long time. Patagonia also believes in the philosophy of fixing what is broken instead of trashing it in favor of buying something new.
Supporters of this philosophy will rally behind Patagonia fervently since they feel alienated from consumerist culture, especially during the Black Friday promotional chaos.
Patagonia's public relations professionals used this campaign to take advantage of the opportunity to send an alternative message about Black Friday than every other retailer. This is exemplary public relations and has gained a great deal of media coverage.
Older generations are some of the target publics of this campaign because they grew up in a time when products were designed to last and fixing broken items was valued. Millennials are also a target public because many care about the health of the environment and have been educated about the damages of global consumerism.
With almost three million views on YouTube, the "Story of Stuff" is one example of information causing Millennials to care about this issue.-Fix the ending to make it more conclusive.
By Lily Sherer
PRecisely PR is the blog of the Illinois State University Chapter of the PRSSA. We write about Chapter events, the public relations industry, member profiles, and more.