Why Patagonia wants you to put your wallet away

10/4/2011 | Harvard Business Review online

Patagonia has launched a counterintuitive "buy less" campaign, asking its customers to buy fewer of its products. The campaign, which includes a partnership with eBay encouraging customers to sell used Patagonia clothing, might boost sales by emphasizing its products' durability and eco-friendliness, writes Eric Lowitt. "If Patagonia does see growth from this approach ... sustainability will become more closely aligned with business success as a result."

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