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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 Tuesday 30 October 2012. Patagonia Alpine Climbing Ambassador Steve House . Cerro-Torre, Argentine Patagonia & Makalu, 8,481 metres (27,825 ft ).

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

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  1. Let My People Go Surfing &Minding the Storeby Yvon Chouinard & Stanley Marcus Fashion History and Culture Tuesday 30 October 2012

  2. Patagonia Alpine Climbing Ambassador Steve House

  3. Cerro-Torre, Argentine Patagonia & Makalu, 8,481 metres (27,825 ft)

  4. Fitz-Roy andCerro-Torre, Argentine Patagonia

  5. Image Philosophy • “Our image can’t be made into a formula,” – Yvon Chouinard, 147. Do you agree with this?! • This search for “authenticity,” (147) what does this mean?! • Also, do you agree with Yvon Chouinard‘s statement that Patagonia cannotmakebikinisunder its own brand, that it needs Water Girl vs. a Patagonia brand extension, 149? • Note Chouinardpreferenceforcatalogsandwebsitesover TV advertising–whydoes he saythis, 149.

  6. 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?

  7. Lynn Hill: 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.

  8. 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. Do you ever get a little cynical about these do-gooders?!

  9. 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.

  10. 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!

  11. 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?

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