Patagonia, the US clothing company has a green initiative, encouraging sellers to re-cycle their clothing and resell items through a custom Ebay store. Listing products on one of the largest online websites has clear benefits for search engines, and serves to strengthen the brand’s role as an ambassador of the ‘planet’.
Their theme:- “the greenest product is the one that already exists”
The sustainability aspects are clear; however the commercial aspects are curious. Our guess is that the thinking is not only to illustrate the durability of their clothing but it could perhaps be a measure to target a wider audience, – those who are happy to wear last season’s collection second hand but at a cheaper price. This thinking will rely on the ‘trendsetters’ to continue purchasing brand new items directly from Patagonia. Watch this space.
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