Brand Project #5 Sample: Recommendations for Patagonia

Produce more in the U.S.A. 

• In being an ethical and environmentally friendly company one of Patagonia's biggest struggles probably has to be their overseas factories. They admit that in working with these factories it can be difficult to assure conditions are safe, workers are of age and all workers are being paid a living wage. Having all these things is something the company strives toward but does not have yet. 
• In addition producing products in the U.S. would reduce pollution caused by transportation. This is because currently, they have to ship materials to whatever country the product is made in and then the finished product is shipped to the U.S. If it was made here, materials could be shipped here and then simply be distributed throughout the country. Patagonia released a lengthy blog post on why they mostly produce products overseas but mostly it comes down to cost. It is much cheaper to make products in oversea factories. However I think the brand would be committing more to their promise of being ethical and environmentally friendly if products were made in America. 
• Social issue
• It's not ok to have others make the products you want else where (and aren't willing to make) then to treat them unfairly 
• Prevent exploitation of people and resources
• No kids in factories
• Exploitation of cheap labor force
• Ensuring safe, fair working conditions, and fair wages
• Reduce carbon footprint
• Not shipped around the world multiple times
• Waste is not being dumped in environmental unfriendly ways
• U.S.A. manufactures produce cleanly
• Increase American jobs
• American started as a manufacturing economy, became an idea economy and outsourced the manufacturing. Currently we are not producing the top math and science students so to think we are going to continue to be the producer of ideas is unrealistic.
• Align more of the manufacturing process with brand values
• Continue to explore ways to empower the consumer. Where did it come from. Continue to be transparent with the manufacturing process.
• Quality made products. Don't make things cheaply and disposable.

Expand support offered to other companies to become more environmentally responsible.

• This is something that Patagonia is already doing. The brand partnered with Wal-Mart in 2009 to help them monitor the sustainability of their supply chain. By doing this Wal-Mart can reevaluate parts of their supply chain that are especially harmful to the environment. 
• If Patagonia helps other companies on their quest to become more environmentally sustainable, they are also helping spread their values/message to new markets. Now Wal-Mart customers who have never heard of the brand know what it is and can investigate it more themselves, possibly leading them to buy a product from them. If Patagonia did this more actively, more people could learn about the company and their mission.

Expand apparel offerings. 

• Right now Patagonia technically only makes apparel for a handful of outdoor activities: surfing, skiing, snow boarding, climbing, trail running, fly fishing and yoga. Their current apparel line could technically be used for other sports, I think they could bring in new markets of customers if they made specifically designed apparel for more sports. For example they could make performance apparel for sports like cycling/mountain biking*. These are just examples but there are many more sports Patagonia could potentially make apparel for. And by doing this they would bring in new customers who play or are interested in these sports.
  
  *Patagonia expanded clothing line in February 2016 to include mountain biking apparel.