Patagonia

In your opinion, does the company do a good job communicating on their website and social media platforms? Provide examples.

In my opinion, Patagonia does a good job communicating on their website and social media platforms. On instagram, they have the main Patagonia account which post quality photos displaying their products. It is updated regularly with their most recent post as of writing this blog post being posted two days ago. The main account has 4.5 million followers. Additionally, Patagonia has many other accounts for specific activities or locations, such as @patagonia_surf (an account for surfing related content) or @patagoinaportland (an account specifically for the Portland Patagonia store). Patagonia's website displays their products in bold, high quality pictures being used by ordinary people. Unlike many other clothing brands, Patagonia's website does not feature many models, but rather regular, outdoorsy people using their products.

On the company website, what is featured at the top, in the middle and at the bottom of the home page? Why do you think they have it organized this way? In your opinion, is it effective?

Patagonia's current webpage displays one bold statement "ELECT CLIMATE LEADERS NOW." This is unusual because it doesn't advertise any of their products. Instead, the link takes users away from the section for purchasing products. This is a pretty radical move for a brand to pull but in my opinion it works for Patagonia because it strongly aligns with the brands identity, something I will touch on more in the next section. Aside from the main content, the website features additional sections at the top, only one of which is solely dedicated to shopping. Patagonia's website shows that as a brand they are not solely focused on selling products, but rather creating a lifestyle of advocacy for and appreciation of nature.

Does the business clearly communicate an identity online? Provide examples.

Patagonia's identity is very clear, it's all about protecting and enjoying nature. Their Instagram bio is "We're in business to save our home planet." Patagonia's identity almost seems
like they are not interested in selling anything at all. They advocate for repairing clothing instead of buying something new, a move which seems counterintuitive for a brand which relies on selling products. But this all successfully helps Patagonia create an image of a company which genuinely cares about the environment, earning them loyal customers who will repair and rewear products, but choose Patagonia first when they do need to buy gear.

Where could the company improve in their online communication? 

Patagonia's facebook page has good content and is updated regularly but it is much less successful than their Instagram in terms of followers. This may be because the demographic which interacts with Patagonia is more active on instagram. They could improve how many people their facebook reaches and start advertising to a new demographic

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