I always love to hear about a fitness brand making good, conscious decisions on behalf of the customer, and sometimes even the world, without prioritizing profits. According to Fast Company, last week Patagonia announced they will soon offer store credit to customers returning their old Patagonia gear. Then, they’ll clean the item up and repair it so it can be resold on the website.
The fitness brand is looking to start this new program soon:
“In a new take-back program that will launch in April, the company will begin offering store credit for used (but still usable) clothing. At its repair facility in Reno, California—the largest garment repair center in North America—it will wash used clothes with a new waterless technology that helps restore the fabric, and then make any needed repairs. The refurbished garment will be sold on Patagonia’s website.”
When asked if the new program will hurt sales, Rick Ridgeway, Patagonia’s VP of environmental affairs, wasn’t concerned. “We have a model that is attracting enough people, an increasing amount of people, that want to align with our value proposition,” says Ridgeway. “That is a business for us. It really works well.”
Sure, maybe they won’t sell as many new clothes, but I’m confident that many people will continue to purchase from the fitness brand in the future, given their consumer-conscious decision making. In order for this program to work, Patagonia needs to make durable outdoor fitness gear, which it does. The goal is to reduce the amount of jackets someone will need in their lifetime, by keeping the same high-quality jacket for longer. That way, the company ends up making less jackets, which results in a smaller impact on the environment.
Way to go, Patagonia! Check back in on the group exercise ideas and tips page for more fitness brand news.
(Image source: The American Genius)