Patagonia

Industry Focus: Retail Stores In an unknown and atypical market

Patagonia came to SS|PR to assist with its July 2007 store opening in Palo Alto, California. Initial difficulty in raising awareness through traditional press avenues led Patagonia to seek assistance from SS|PR. SS|PR began targeting San Francisco, Santa Cruz (locations of Patagonia’s two other Northern California stores), and Palo Alto areas with general pitches focused on the brand/clothing, gift ideas, and employee athletes.

In each pitch, the Palo Alto opening was briefly mentioned to generate initial buzz. During and after the opening, SS|PR focused on the unique elements of Patagonia’s business practices to generate interest. In addition, SS|PR helped to organize a Press Day specifically for members of the media.

The opening was a success. In addition to raising awareness about Patagonia in the Bay Area (several articles were published in the San Francisco Chronicle, Oakland Tribune, San Mateo County Times, Contra Costa Times, Alameda Times, and SF Bay Style), several NBC affiliates from in San Antonio, San Francisco and Jacksonville Florida ran segments focused on Patagonia’s recycling program.