Outdoor clothing giant Patagonia has launched the Patagonia Buy Less Demand More campaign, giving customers the option to buy used pieces of clothing alongside brand new items on their website.
The company is urging buyers to consider purchasing a secondhand item instead of a
brand new one, by adding a ‘buy used’ button to its US website. The Buy Less, Demand More
campaign is yet another example of Patagonia’s commitment to sustainability in the fashion
industry.
Patagonia Buy Less Demand More: How does the ‘buy used’ campaign work?
Patagonia’s latest endeavour launched on Black Friday last year, a time when shoppers usually
splash vast sums of cash for brand new pieces of clothing. In contrast with other retailers, Patagonia encouraged its customers to purchase the ‘used’ versions of items they were considering getting new.
All the secondhand items come from Patagonia’s separate online thrift store, the Worn Wear
programme. Here, Patagonia customers can sell back their old items for cash or store credit,
which they can use to shop for preowned goods.
Although both the Worn Wear and Patagonia websites will remain separate, they’re now linked together with the addition of the ‘buy used’ button on the main Patagonia site.
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Why is this such an important step for a retailer?
Apart from making it more convenient and easier to choose a used version of a piece of clothing, it also helps to normalise the idea of buying secondhand.
People who are sceptical about opting for a used item over a new one will find comfort in the fact that a household name like Patagonia is promoting it to them.
This also further demonstrates the commitment Patagonia have to sustainability and reaffirms their brand value. Whilst other retailers talk to sustainability, most businesses would never encourage potential customers not to buy their product and give up the revenue.
Helena Barbour, VP of Global Sportswear, Patagonia
“No other company is selling used alongside new items and this exciting new development is our latest commitment to keeping our products in use longer”
Why should customers buy secondhand items over new ones?
There’s no denying that the fashion industry has a part to play when it comes to environmental
sustainability. It roughly contributes up to 10% of the pollution that is driving the climate crisis.
That’s why recommerce and upcycling existing pieces of clothing is so crucial for future sustainability. By keeping a piece of clothing in use for an extra 9 months can reduce the related carbon, water and waste footprints by 20-30%.
There are many technical and innovative solutions being produced to combat the pollution
problem in the fashion and textile industry, but perhaps the obvious choice is simply extending
an item’s current lifespan.
By opting for used clothing, you’re essentially eliminating the demand for natural resources and plastic packaging, and it prevents that piece of clothing ending up in landfill.
Ryan Gellert, CEO, Patagonia
“Buying a used garment extends its life on average by 2.2 years, which reduces its carbon, waste and water footprint by 73%. From fixing a patch on your favourite jacket to replacing a busted zipper, each of these individual actions could give us a better chance of living on a habitable planet in years to come.”
As a result of Patagonia launching their Buy Less, Demand More campaign, the brand
confirmed that Worn Wear had the largest sales week in its 3 year history! There’s definitely a
significant shift of consumer behaviour following suit and opting for more sustainable clothing
options.
You can check out this new secondhand buying option now on the Patagonia US webstore.
Further Reading: Patagonia Packaging x Repack: Australia Pilot Program. Read More