Patagonia......marketing ploy

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outdoor industry insider

climber

Topic Author's Original Post - Oct 26, 2008 - 01:36pm PT

Patagonia’s marketing ploy is to sell a lifestyle. I love Patagonia! In fact, I have a pull-over that’s lasted 10 years…why isn’t that enough to sell a product…well, because if it lasts 10 years, I don’t need to purchase another from Patagonia for 10 years! Instead, Patagonia uses their “Ambassadors” to sell a lifestyle, a lifestyle that will appeal to a much broader consumer. You can go to Patagonia’s website and read through the wild tales of each ambassador. They look cool, have cool climber lives, who doesn’t want to be just like them and have a cool lifestyle.

I’ve been behind the scenes of events where Patagonia’s ambassadors come to sell a lifestyle. The latest is Majak Burhardt’s presentation on her book “Vertical Ethiopia”. She presents herself as a climber, guide, and writer. Last year, it was Brittany Griffith, she presented herself as an ADHD party girl that chases after adrenaline. With each presentation, there are many references made to climbing, and lots of name-dropping with “real” climbers. Yet, I find myself chasing after inconsistencies in their stories. I’m just an average climber, average outdoor person, but I can’t help but think that they didn’t really do all of the things they imply. Then, whenever I research a particular patagonia ambassador online, their background doesn’t reach back very far, just a few years, and all links are cross references to Patagonia’s information.

What’s my point? Their resumes don’t add up! Patagonia would like the general climbing community to believe that all of their ambassadors our outdoor enthusiasts cranking down the hard routes, in wild places around the world. Some are, but others are charlatans. I’ve got a friend whose obsessed with climbing. She’s got her name in a bizillion trip-reports online (hardly any did she write, since she’s too busy climbing, and could really care less). Yet, Majak Burhardt and Brittany Griffith are assumed to have been climbing, guiding, adventure writing, doing all of these activities, feverishly for YEARS and still there are few pictures ‘cept patagonia’s pictures, few stories ‘cept patagonia’s version, no real credibility. Yeah, they have climbed some stuff, they have written some articles. But I wouldn’t say they represent the finest.

Patagonia has shifted from sponsoring legendary climbers with epic tales to tell, to sponsoring carefully selected people whose story they will invent, whose background dabbling in the outdoors they will exaggerate and loosely link with real climbers. Patagonia writes the story first, the story sells the lifestyle, and then they find the perfect model. The Patagonia brand supersedes reality. Patagonia is ok with exaggerations. If I’m wrong, someone, anyone (besides Patagonia) please cough up some stories, pictures, anything to suggest that they have done ALL of the things they profess…I say ALL, because it’s the exaggeration that I have issue with.

mikeyschaefer

climber

Yosemite

Oct 26, 2008 - 01:46pm PT

Do you have an example of an exagerated claim made by Patagonia? Or a story they invented? You surely must if you are a self proclaimed insider making such claims.

Mighty Hiker

Social climber

Vancouver, B.C.

Oct 26, 2008 - 01:47pm PT

From the Patagonia website:
Rock Climbing: Majka Burhardt, Eric DeCaria, Brittany Griffith, Lynn Hill, Ron Kauk, Timmy O'Neill, Kate Rutherford, Sonnie Trotter.

Alpine Climbing: Vince Anderson, Barry Blanchard, Kitty Calhoun, Jonny Copp, Kelly Cordes, Colin Haley, Zoe Hart, Steve House, Mark Wilford.

http://www.patagonia.com/web/us/patagonia.go?assetid=2897&ln=81

Seems a fairly varied and credible line up to me. Perhaps not all are well-established climbing superstars, or in fact are included because they combine climbing with other worthy things in a way that Patagonia feels it should support. But there's more to climbing than just climbing, eh? And not all of those sponsored can have long track records - you have to have a farm team.

The one group I'd add would be community builders - the people who create and look after the non-profits that do so many important things on climbers' behalf, whether the Yosemite Climbing Association, the Access Fund, Geoff Tabin's work with the visually-impaired, the Hillary Foundation, etc etc. Patagonia and others support those groups, but sometimes the individuals behind them should be patted on the back too.

I saw Majka Burkhardt speak last summer, and was quite impressed. Her climbs in Ethiopia may not have been anything to make much of, but her using them as a lever to do something else is.

ps Proud owner of one pair of Patagonia shorts.

graham

Social climber

Ventura, California

Oct 26, 2008 - 02:22pm PT

Setting credentials aside I think more importantly these people embody the Patagonia DNA. If you look too far beyond the surface you can get lost in the hype. We can thank NIKE for creating the must have high paid athletes to promote our brands way of thinking. Speaking from experience this works but it’s sure nice when climbers support the brands for what they are at face value.

These few that Patagonia support are the real deal and besides it’s their job.

andanother

climber

Oct 26, 2008 - 02:30pm PT

Hell yeah. We haven't had a good rant thread in a while!

I like a good scandal as much as the next guy. But I'm not really sure where you're going with this.

To call yourself an “outdoor industry insider” is comical. If you had any experience in this field, you'd know that 99% of an athletes accomplishments go unreported.

Yes, you may be an “insider” to the clothing and brand names of the industry. And I'm sure you can drop names with the best of them. But you don't know anything about the actual sports.

These type of sports aren't like football, bike racing, etc... The term “outdoor” typically refers to something more remote than a stadium in the middle of a city. So camera crews aren't always present. Reporters are rarely standing by the sidelines. And, yet somehow these athletes manage to pull off incredible feats!
Just because each of their accomplishments didn't get a cover story in Climbing doesn't mean it didn't happen. These people have worked pretty damn hard to get where they are today.

"feverishly for YEARS and still there are few pictures ‘cept patagonia’s pictures, few stories ‘cept patagonia’s version, no real credibility"

You should take some time and actually pursue one of these “outdoor sports”. You'll quickly learn how things work. Many make the assumption that they have tons of experience and are “experts” simply because they started climbing 20, 30, or 40 years ago.
But years don't add up to experience. Experience adds up to experience. The famous climbers are passionate and enthusiastic about what they do. And with that type of drive, these people can gain more experience in 6 months than most people get over 40 years.

And what do you mean “no real credibility”?
Just because they don't spray about their accomplishments means they aren't credible?
Climbers learn about humility very early on in the careers. They don't call the photogs every time they go climbing. They don't make a world-wide announcement before every major send.
Yes, some of their bigger accomplishments might see major press coverage. But in order to get that type of coverage, a person has to do a LOT of climbing. For every story that is written on a person, there are literally hundreds of amazing stories that have gone unnoticed. For every photograph you see of a famous person, there were probably thousands of other photo-ops that were lost because that person wasn't arrogant enough to call a photographer.

You should take up your argument with one of these “posers”. Tell them you have a high ranking desk job “in the industry”, so you obviously know what you're talking about.

Tarbuster

climber

right here, right now

Oct 26, 2008 - 02:33pm PT

While marketing departments can and often do appropriate, manipulate & conjur images falsely, I'd say Majka isn't lacking in authenticity.

10b4me

climber

the gray bands

Oct 26, 2008 - 02:34pm PT

Majka Burkhardt, Eric DeCaria, Brittany Griffith, Lynn Hill, Ron Kauk, Timmy O'Neill, Kate Rutherford, Sonnie Trotter,
Vince Anderson, Barry Blanchard, Kitty Calhoun, Jonny Copp, Kelly Cordes, Colin Haley, Zoe Hart, Steve House, Mark Wilford.

never heard of these people. what are they famous for?
seriously, I've met Lynn, Ron, and Kate. they are outstanding folks.
I've seen Eric, Timmy, Sonnie, and Barry climb. I don't question any of these reputations, why should the op?

guido

Trad climber

Santa Cruz

Oct 26, 2008 - 02:39pm PT

Marketing 1A

Everybody is far too serious...........

Just remember," You Can Pet Your Pussy But You Can't Pat Your Gonia"

I said that. Even Yvon laughed.

dee ee

Mountain climber

citizen of planet Earth

Oct 26, 2008 - 02:43pm PT

I wouldn't slander Brittany Griffith. She has been around for years and does embody the "Patagonia lifestyle." Where have you been?

adam d

climber

Oct 26, 2008 - 02:48pm PT

I'd say PAtaG's marketing of the "lifestyle" feels more fake lately, though not due to the lack of cred of their ambassadors.

Can't complain though, I got a $500 gift card from the warranty department this week for a bunch of busted old stuff I sent back to them. my own Patagonia Bailout!

cintune

climber

the Moon and Antarctica

Oct 26, 2008 - 02:52pm PT

"...whose background dabbling in the outdoors they will exaggerate and loosely link with real climbers."

Are they hiring? Where can I get an application?

jack splat

climber

Oct 26, 2008 - 03:02pm PT

I've seen Brittany climb pretty hard. I've seen her redpoint fallen arches (a 5.13 crack). She's no imposter. Maybe you don't know much about her because SHE"S NOT A SPRAYER!

You seem like the kinda person who probably is though.

Mighty Hiker

Social climber

Vancouver, B.C.

Oct 26, 2008 - 03:16pm PT

For another perspective.

Team Mad Rock - "some of the best athletes on the planet!": http://www.teammadrock.com/

I like guido's joke. Perhaps we should have a thread about climbers and puns.

crazyfingers

climber

Oct 26, 2008 - 03:44pm PT

none of this conversation matters because Patagonia brand stuff makes one a better climber/person and we all know it.

HighDesertDJ

Trad climber

Arid-zona

Oct 26, 2008 - 03:51pm PT

News flash: becoming a celebrity is about self-promotion, not being good at what you do.

Number of Oscars Tom Cruise has won: 0 Nuf said.

David Nelson

climber

San Francisco

Oct 26, 2008 - 04:18pm PT

You seem to be short on proof, long on spray. One thing I know from personal experience is Yvon puts his money where his mouth is and supports the conservation causes with LOTS of money. That would buy him a lot of benefit of the doubt, but he does not seem to need it here.

David Nelson

climber

San Francisco

Oct 26, 2008 - 04:18pm PT

Mighty Hiker

Social climber

Vancouver, B.C.

Oct 26, 2008 - 04:25pm PT

Black Diamond sponsored climbers (Canada & U.S.A.):

Conrad Anker (USA)
Matt Bosley (USA)
Katie Brown (USA)
Tommy Caldwell (USA)
Kitty Calhoun (USA)
Jasmin Caton (USA)
Jonny Copp (USA)
Eric Decaria (USA)
Ben Firth (Canada)
Chuck Fryberger (USA)
Will Gadd (Canada)
Rolando Garibotti (USA)
Colin Haley (USA)
Alex Honnold (USA)
Sean Isaac (Canada)
Charlotte Jouett (USA)

Mike Libecki (USA)
Kevin Mahoney (USA)
Rich Marshall (Canada)
Rob Miller (USA)
Julia Niles (USA)
Renan Ozturk (USA)
Chris Schulte (USA)
Matt Segal (USA)
David Sharratt (USA)
Justen Sjong (USA)
Raphael Slawinski (Canada)
Paul "Pablo" Stein (USA)
Heidi Wirtz (USA)
Josh Wharton (USA)
Cedar Wright (USA)

http://www.bdel.com/scene/athletes/index.php