Despite the class’ common belief that Patagonia does not provoke ethical shopping, I still believe that it is a great brand with a great incentive. Yvon Chouinard’s purpose to encourage environmental sustainability in his clothing and outerwear was remarkable from the start. He started selling hand made climbing equipment out of the trunk of his car. If there are people who just wear his outerwear for the name, and own more than one jacket, they’re the ones f***ing up the earth—not him.
Although Patagonia may be considered a “boujee” brand and people buy the outerwear just for the name, Chouinard never intended for it to be that way. He even went as far as approving several advertisements that encouraged consumers NOT to buy his merchandise and to emphasize that his outerwear are for "pro/extreme sports", not for wearing in 30 degree weather:
Although Chouinard could have advertised the environmental inventiveness of his brand more, in order to attract more conscious consumers, he and Patagonia are not the problem. People are the problem because they spend their money in the wrong ways. What’s the point of buying 5 different Patagonia jackets? This just goes to show that overconsumption is caused by boujee people, not boujee brands. It says way more about society than it does about Chouinard’s brand, in that people have to wear their wealth to make a superficial and pointless claim.
I need to develop my research on people/consumers. Why are people “boujee”? How can you convince a shopaholic to AT LEAST be a conscious shopaholic? There is no point researching on environmentally conscious brands if consumers do not recognize them as being conscious in the first place. There must be a way to convince people to save their money, and that following latest fashion trends is shallow and disposable.
My goal is to research more on why consumers behave the way they do, because obviously companies who advocate and practice sustainable fashion do not change the bad tendencies of shoppers. Education on this sustainable shopping must happen in order for change to happen.