Chantecaille Beauté’s Post

Brand of the Week - #Patagonia DE - Insight 3 - Emotional Attributes #Patagonia's "Unfashionable" campaign in Germany reflect the company's commitment to sustainability, environmental activism, and ethical consumption. Through the campaign, #Patagonia was countering the prevalent fast fashion culture and emphasizing the values of conservation, reuse, and functionality. So how did different German audiences react emotionally to the "Unfashionable" campaign and what do they feel about the #Patagonia brand. QuestBrand tracks 25 emotional attribute statements, in which consumers select the ones they believe describe how they feel emotionally about the brand. In the chart below, we see that the GenZ audience is statistically higher on the emotions of Simple, Stylish , Unconventional, Wholesome, Young and Bold against GenPop 18+, GenZ a where as the GenX audience is statistically higher on the emotions of Dependable against GenZ and Premium against GenZ and GenX Emotionally the different audiences connect differently with #Patagonia but overall the German GenPop18+ feels that biggest emotional connection with #Patagonia are Premium, Dependable, Practical, Trustworthy and Hip. Do you think these emotions align with Patagonia's values and what the "unfashionable" campaign is trying to drive?

The most interesting skincare brand by far. Welsh. 👇 Last September I travelled around Wales in my van researching local producers. That's where I discovered FARMERS’ skincare from WELSH LAVENDER LIMITED. Why so interesting (IMO)? During my years in the skincare industry I learnt you don’t need gimmicks to sell skincare. You do need: 1. Outstanding Ingredients: The team behind FARMERS’ Skincare use the lavender from their farm (Wales’ first lavender farm).  Honey from their local beehive. Oils from other UK family run businesses: - Quality under their control  - Low carbon footprint - Creating products that really deliver 2. Provenance: Brand stories count for A LOT in the skincare world. Who made it? Why should you trust it on your skin? What will it do for you? FARMERS’: - Founded by an Oxford philosopher and international journalist - Turned their sheep farm into a lavender farm (and in the process made the Welsh Assembly recognise lavender as a crop) - Offer full transparency of ingredients and packaging (still rare in the beauty industry) - Community focused: they work in partnership with local makers to produce a wider range of sustainable goods too - FARMERS' branded - developed by farmers, in the farming community. You know it will work on the toughest skin 3. Environment: Creating a differentiated brand world for customers to easily step into is more crucial in the skincare industry than any other industry I've worked in. Walk around their farm or their Hay-on-Wye store and you immediately “get” what they stand for: - Carefully merchandised ranges sit next to local makers gifts - quality - The local farming community is celebrated through vintage props - There's even a wild swimming lake that connects you closer to the Welsh countryside Look them up. I’m sure you’ll love them. https://bit.ly/3wzWrK3 Which Welsh producer do you think deserves a shout out today? Happy St. David’s Day. Image copyright @welshlavender on Instagram #welshbusiness #beautyindustry #britishfarming #no4thfloor

No truer words have been written when it comes to brand strategy... If you think about some key challenger brands in the market today, you can see how they all have a purpose beyond making money - inviting their customers to buy into their beliefs and values. 🌱 Patagonia customers are buying into a commitment to eco-consciousness, buying products that support environmental activism, and embracing a lifestyle that prioritises conservation and responsibility over pure consumption. 🌱 TOMS customers are buying into supporting global causes by purchasing footwear and accessories that directly fund charitable initiatives, focusing on creating a positive social change with every purchase. 🌱 Oatly customers are buying into a movement towards healthier, eco-friendly, and sustainable food choices, with the added value of standing against traditional dairy products and their environmental impact. When I work with brands, it's the first question I always ask: what is your purpose? If they can't answer it, we go back to the drawing board. So my question to you on this September Tuesday morning, what is your purpose? Let me know in the comments - and if you need some help, let's brainstorm together! #oneseenbean #brand #brandidentity #branddesigner #brandstrategy #brandagency #branding #brandingdesign #brandingagency #brandingidentity #brandingstrategy #brandingstudio #brandingexpert #contentcreator #contentmarketing #marketing #marketingtips #marketingagency #marketingstrategy #marketing101 #communications #challengerbrands

🌍 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗣𝘂𝗿𝗽𝗼𝘀𝗲-𝗗𝗿𝗶𝘃𝗲𝗻 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: 𝗧𝗵𝗲 𝗡𝗲𝘄 𝗧𝗿𝗲𝗻𝗱 In today’s world, consumers are looking for more than just products—they want brands that stand for something meaningful. Sustainability and purpose-driven marketing are becoming the new norm, and for good reason. Take Patagonia’s famous “𝐃𝐨𝐧’𝐭 𝐁𝐮𝐲 𝐓𝐡𝐢𝐬 𝐉𝐚𝐜𝐤𝐞𝐭” campaign as an example. Instead of pushing for more sales, Patagonia encouraged customers to think twice before making a purchase. They highlighted the environmental impact of consumerism and promoted repairing and reusing products. This bold move not only resonated with eco-conscious consumers but also reinforced Patagonia’s commitment to sustainability. By aligning marketing strategies with values that matter, brands can build deeper connections with their audience. It’s not just about selling; it’s about making a positive impact on the world. Let’s embrace this trend and work towards a more sustainable future together. 🌱 #Sustainability #PurposeDrivenMarketing #MarketingTrends #Patagonia #EcoFriendly #BrandValues

🌱 Sustainability in Branding 🌱 Consumers are prioritizing sustainability, pushing brands to adopt eco-friendly practices. Transparent communication of these efforts boosts brand loyalty and trust. Example: Patagonia 🌍 Patagonia leads with initiatives like: - Worn Wear Programs: Promotes buying used gear and repairing items. -1% for the Planet: Donates 1% of sales to environmental causes. Supply Chain Transparency: Shares detailed product origins and impacts. Patagonia's commitment not only enhances loyalty but sets a benchmark for sustainability. Why it matters: -Consumer Trust: 66% of global consumers are willing to pay more for sustainable goods. -Brand Loyalty: Genuine environmental responsibility fosters lasting relationships. What sustainable practices has your company adopted? #Sustainability #Branding #EcoFriendly #Patagonia #ConsumerTrust #BrandLoyalty

Faherty Brand has become a B Corp. The lifestyle label earned an overall score of 85.7, clearing the 80-point qualification threshold to join the community of companies using business as a “force for good.” Combined with Faherty’s 1% for the Planet membership, the family-led brand joins the “exclusive ranks” of “B1” companies — a movement initiated in 1999 by Patagonia founder Yvon Chouinard that consists of about 250 organizations that are both verified B Corps and 1% for the Planet members. For context, of the nearly 12,000 companies participating in one or the other, only 2 percent boast this dual status. Read more on WWD: https://lnkd.in/gF7s2i8w

#sustainability What's your thoughts? Comment below

"Don't Buy This Jacket." Patagonia's bold campaign challenged consumers to rethink their purchasing habits and highlighted the environmental impact of consumerism. Key Actions: - Sustainable Practices: Uses 94% recycled materials, avoiding 4,300 metric tons of CO₂ emissions in one season. - Corporate Responsibility: Donated over $140 million to grassroots environmental groups since 1985, pledging 1% of total sales annually. Impact: - Market Leadership: Holds nearly 10% of the outdoor apparel market. - Consumer Trust: Achieved a B Corp Impact Assessment score of 151.4, well above the median score. This example shows how integrity and transparency can enhance brand loyalty and resonate deeply with consumers. How do you see ethical messaging influencing brand perception today?

In a world obsessed with more, Patagonia stands out by promoting less. As an ads agency owner, seeing Patagonia inspire customers to buy less while enhancing their brand impact truly changed my perspective on what effective marketing can look like. In a consumer-driven world, showing customers that less can be more is not just brave—it's transformative. Patagonia's Worn Wear initiative promotes sustainability by encouraging customers to reuse and recycle their gear. Encourage trade-ins ↳ Patagonia's model allows customers to trade in old items for store credit, renewing their wardrobe sustainably. Highlight durability: ↳Advertising long-lasting quality reduces the need for frequent replacements and builds brand trust. Foster community: ↳Worn Wear events create a sense of belonging among consumers who value sustainability. → Patagonia proves over and over that your brand can grow by promoting values, not just volume.

We buy socially, not out of need. That’s the key message I took home from Patagonia’s event. At their “Why is quality an environmental issue?” event, a documentary and speakers showed us how our natural impulses are used to make us buy compulsively. They also highlighted the responsibility manufacturers bear in creating more sustainable products, sourcing quality materials, and reducing the fast fashion trend. Some facts: • Producing one cotton t-shirt requires 2,650 liters of water. • Fast fashion makes it hard to trace material origins and contributes to an unequal global trade system. What each of us can do: • Consumers: learn more about where the products we buy come from. • Marketers: act as social agents. • Companies: produce less and make your practices transparent. • Governments: should enforce regulations that prevent companies from exploiting people and the planet. We need to rethink our way of consumption. Let’s not be guided by social trends. Let’s consume based on our true needs, respecting our limited resources. #Patagonia #WorldQualityDay #Sustainability Link to the full replay in the comments. Movie Image: The Shitthropocene, Welcome to the Age of Cheap Crap, by Patagonia