.

SmartMoney Blogs

Pay Dirt
A daily look at what we buy, how we spend, and the companies that do right - and wrong - by their customers.

How ‘Buy Less’ Could Make You Buy More

Patagonia and eBay have joined forces to create the Common Threads Initiative, a campaign to encourage the clothing line’s customers to buy fewer new things and to participate in a dedicated used-clothing marketplace for Patagonia gear. The idea seems simple, responsible, and appealing – but it could also, perversely, end up encouraging consumers to buy more, or pay more for what they buy.

The pitch is that Patagonia pledges to make clothing that lasts a long time, and you as their customer pledge to buy only what you need. It certainly fits with the company’s eco-consciousness (the company gives 10% of pre-tax revenue to environmental activist groups), and with a broader trend towards thriftiness and sustainability among consumers, says Matt Wallaert, a behavioral psychologist at digital strategy firm Churnless. That buy-less, make-better deal is “a good bargain” for society, Wallaert says.

But the campaign isn’t just good for the earth, it’s also good for the company’s brand image, and perhaps, bottom line. Consumers are increasingly used to the idea that pretty much everything they buy starts losing value the second they buy it, Wallaert says. Pitching the idea that Patagonia’s clothing will last long enough to be re-sold and worn again sends a powerful message that their stuff is the exception to that general rule that most stuff loses value quickly – and that therefore, it must be more valuable to begin with.

“One of the things about a used trade is that it increases your perception of that item’s value. There’s no used market for Hanes T-shirts,” he says, because Hanes T-shirts aren’t seen as valuable to begin with. The idea that there’s an active market for used Patagonia gear enhances the consumer’s perception of the new gear’s value, even if that consumer isn’t a thrift-store shopper and never will be, Wallaert says. “It gives you another reason to buy it,” he says.

That perception of quality could help the company sell more based on its ‘buy less’ campaign, sustainability consultant Eric Lowitt writes at HBR.org. Lowitt says new customers may be drawn to the brand because of the sustainability pitch – and that if consumers perceive the brand’s clothing as higher quality, it could even allow for higher prices.

UPDATE: Patagonia says the campaign isn’t designed to boost the company’s bottom line, even if that turns out to be the result. “When a customer decides to buy used, we lose money,” says Jess Clayton, a spokeswoman. Encouraging re-selling could ultimately end up benefiting the company, she says, because other decisions the company has made on principle, like switching to all organic cotton, have increased sales in the end. “I’d say it already is and will continue to be really good for our business because it’s the right thing to do,” she  adds.

Comments

We welcome thoughtful comments from readers. Please comply with our guidelines. Our blogs do not require the use of your real name.

Comments (1 of 1)

View all Comments »
    • By WebOsPublisher

      Free vector about web under construction icons (We have about 3489 files). web under construction icons Free vector for free download. . construction ,under construction ,under ,web design buttons icons navigation ,web buttons and icons ,web ,web 2 0 icons vector ,web 2 0 icons ,web design elements icons ,web and business …
      Web under construction icons Free vector for free download (about 3489 files).
      In:–
      Free vectorFree psdFree iconphotoshop brushesWallpapersFontPhotoshop StylesPhotoshop PatternsFree website templatesFree Photos
      HomeFree vectorFree PhotosFree website templatesFree iconFree psdphotoshop brushesPhotoshop PatternsPhotoshop StylesFontWallpapers
      Free vector web under construction icons
      Fashion |
      Business card |
      Backgrounds |
      Christmas |
      Valentine |
      Heart |
      Woman |
      Love |
      Pattern |
      Textures |
      Floral |
      Sexy |
      Girl
      Sort by: Bestmatch first | Recommend first | Popular first | Newest first | Oldest first |
      Free vector about web under construction icons
      web design elements 01 vector
      web design elements 02 vector
      common label web 02 vector

      circular web template 03 vector
      web design elements 03 vector
      web design elements 05 vector
      circular web template 04 vector
      circular web template 05 vector
      cartoon construction icon vector
      fine vector construction traffic
      gear circular icon vector web20
      Free urban background
      Web and Business Icons
      building and construction icons
      Kraft icons
      We have 3489 items (in 233 page)
      12345678
      Vector miscVector backgroundVector iconVector flowerVector abstractVector patternVector ChristmasVector HeartVector bannerVector floralVector SilhouettesVector carVector peopleVector AnimalVector logoVector landscapeVector plantVector trust to natureVector sportVector cartoonVector clip artVector web design
      Calendar 2013 |
      Halloween |
      Mother day |
      Easter |
      2012 calendar |
      Christmas |
      Happy new year |
      Valentine |
      Heart |
      Love |
      Pattern |
      Logos |
      Backgrounds |
      Textures |
      Floral |
      Banners |
      Flourish |
      Abstract

      Try other related searches
      construction
      under construction
      under
      web design buttons icons navigation
      web buttons and icons
      web
      web 2 0 icons vector
      web 2 0 icons
      web design elements icons
      web and business icons
      web and phone icons
      icons
      web globe vector icons
      construction icons
      web under construction
      web and office icons
      web 2.0 icons
      web and internet icons
      free web business vector icons
      web and mobile icons
      vector under construction web
      under construction web
      vector web under construction
      under construction for web
      All of the resources are gathered by users and public sources on the internet.
      Not all of the resources are allowed for commercial use please contact the author for detail
      If resources have violated your copyright, please through feedback to us so that we can delete a timely manner to protect you!
      Copyright © 2012 all-free-download.com. All Rights Reserved.
      Privacy Policy
      | Searched keywords | Upload your files
      Contact us
      Languages:
      |
      EN: Free vectors
      |
      ES: vectores gratis
      |
      PT: vectores livre
      |
      FR: Gratuit vecteur
      |
      DE: Frei vektoren

About Pay Dirt

  • Pay Dirt examines the millions of consumer decisions Americans make every day: What to buy, how much to pay, whether to rave or complain. Lead written by Quentin Fottrell, the blog examines these interactions, providing readers with news, insight and tips on shopping, spending, customer service, and companies that do right – and wrong – by their customers. Send items, questions and comments to quentin.fottrell@dowjones.com or tweet @SMPayDirt.

.