1 / 17

Let My People Go Surfing & Minding the Store by Yvon Chouinard & Stanley Marcus

Let My People Go Surfing & Minding the Store by Yvon Chouinard & Stanley Marcus. Fashion History and Culture . Patagonia Alpine Climbing Ambassador Steve House . Anderson-House Direct Route, Rupal Face, Nanga Parbat, 8,125 m. Patagonia Alpine Climbing Ambassador Vince Anderson .

baakir
Download Presentation

Let My People Go Surfing & Minding the Store by Yvon Chouinard & Stanley Marcus

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Let My People Go Surfing &Minding the Storeby Yvon Chouinard & Stanley Marcus Fashion History and Culture

  2. Patagonia Alpine Climbing Ambassador Steve House Anderson-House Direct Route, Rupal Face, Nanga Parbat, 8,125 m

  3. Patagonia Alpine Climbing Ambassador Vince Anderson

  4. Is a part of the brand the aspiration for adventure? In that sense, is Patagonia an aspirational “fashion brand?” http://www.chickswithpicks.net http://www.patagonia.com/us/ambassadors/alpine-climbing/kitty-calhoun/73290?assetid=1873

  5. Other active brands have used the “ambassador” approach to infusing their products with expert legitimacy: • First Ascent by Edie Bauer • http://www.youtube.com/watch?feature=player_embedded&v=Mvf5EwIGPOo Air Jordan by Nike:

  6. Back toPatagoina, Fitz-Roy andCerro-Torre, Argentine Patagonia, inspired the brand name and logo.

  7. Image Philosophy • “Our image can’t be made into a formula,” – Yvon Chouinard, 147. Do you agree with this? Isn’t there indeed a “formula” to Patagonia? • This search for “authenticity,” (147) what does this mean?!

  8. Let’s consider other brands that have issued a “call to action” to involve their customer’s lifestyle in the brand • Nike’s iconic “Revolution” TV ad introducing the Nike Air, with music licensed from the Beatles • http://www.youtube.com/watch?v=p3sjW5LTm9c • How is the advert innovative? • Gender roles • Race relations • Age • Type of sport • How it’s shot (black and white) and edited (like an MTV video) • Realism approach to cinematography

  9. Realism in sports photography: AE Tittle

  10. Speaking of gender roles in sports, Patagonia was an early supporter of climber Lynn Hill, who is a Patagonia Climbing Ambassador Hill completed the first free ascent of the Nose of El Capitan in Yosemite Valley, with the hardest pitch graded as 5.14a/b She was the first woman to establish a 5.12+/5.13 earlier in her career and the first woman to redpointa 5.14, Masse Critique in Cimai, France.

  11. Note Chouinard‘spreferenceforcatalogsoverwebsitesandTV advertising.... • Whydoes he saythis? 149. • Here‘s Tom Brokawtalkingwith Yvon Chouinardat Zeitgeist in 2007 togive a sense ofhisworldview: http://www.youtube.com/watch?v=hlMbcHX1XZA

  12. Image Philosophy, Cont. • Why were the early Patagonia photographs considered to be “corny,” 150? • What were some of the key photo criteria established for submissions? What was wrong with a photo of “jut-jawed” mountaineers planting a flag atop a windswept peak? • Copywriting in Patagonia catalogs has had an environmental activist bent. Example: what happened after the “Clean Climbing” essay was published in 1972 – specifically to their piton business?

  13. Sponsorship and P.R. • Sponsorship creates an incentive that compromises a athlete's values and is a no-win situation long term, 157. • How do you feel about this? I have mixed feelings, actually. • Patagonia’s approach to PR is “aggressive.” If they have an environmental or employee-focused news story they really play it hard from every angle, 157. • What take-awayscan we learn for other fashion brands? Toms, for example.

  14. Minding the Store: Ch. 10 Europe and the Fortnights & Ch. 11 The Christmas Catalogue • What was important about The Ambassador magazine? 202 • What types of community and civic groups did Stanley Marcus get to support his first French promotional event, what would become the first Fortnight “The Best of France, from A to Z” in 1958? 207 • Why was the Fortnight scheduled to take place in October? 210 • Compare the Fortnight with the methods of nineteenth century retailers (pipe organs, restaurants) we saw in the Gary Hoover video (http://www.youtube.com/watch?v=XyC2GkzKTeM) to infuse retail with entertainment.

  15. Minding the Store: Ch. 10 Europe and the Fortnights & Ch. 11 The Christmas Catalogue • Why can’t you extend a Fortnight and why must you “leave them (the customers) wanting more”? 216. • Stanley Marcus’ “Theatrical form of retailing” List for Fortnight Success: • 1. intensive market research for good buying • 2. store decoration • 3. advertising • 4. special events • This lists applies to ALL retailers big and small!

  16. What is “cut, make and trim” and how did Stanley Marcus use this to his advantage with European products? • In his speeches to European manufacturing groups, one difference Stanley Marcus cited between European countries and the U.S. was that in the U.S. there was a diversity of climates.

  17. Minding the Store: Ch. 10 Europe and the Fortnights & Ch. 11 The Christmas Catalogue • How did the catalogue provide entertainment in a similar yet different way than the Fortnight’s did?

More Related