The Silent Salesman

             Would you ever tell your customers to buy less of your product? Silly as it sounds, that is what Patagonia’s newly launched initiative is all about – buying less. A month ago, the environmentally friendly outdoor clothing/gear company created a fresh campaign featuring the concept of minimal purchases. (news)

While still showing that Patagonia produces high quality products (as a point of parity), it also demonstrates a point of difference; no one else in the market has such a gimmick (discouraging over-consumerism) that separates itself from most industry competitors.

It’s sheer genius. Consumers are lured into getting to know such an out-of-the-ordinary campaign and once reeled in, consumers are persuaded to purchase high quality long-lasting goods but at a small quantity. This tactic will attract attention to Patagonia, and promote the sales of pricier products (higher quality, higher price). Consumers will like the quality so much that they’ll want to buy more, thus generating more sales. The Self Improvement Blog’s article “The Psychology of Consumerism” supports my view that consumers have a good chance of spending more than expected (they think they’re buying less). On the surface, Patagonia’s marketing ploy seems detrimental to sales, but is a silent salesman.