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

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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

  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?

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