Skip to main content


  • Patagonia
Sort By:  1-5 of 5 (1 page)
Results per page:

The Brand Promise

William D’Arienzo

William D’Arienzo, Ph.D., is founder of and currently facilitates the Brand Management Experience program at the Fashion Institute of Technology (FIT), USA, and is an adjunct Assistant Professor at Rider University, College of Business, USA. He is the founder and CEO of Wm. D’Arienzo Associates, Inc., a training and consultancy firm and is also CEO of Apparel Analytics, an online consumer research service. Author affiliation details are correct at time of print publication.

Search for publications

Brand Management Strategies : Luxury and Mass Markets

Fairchild Books, 2016

Book chapter

...AFTER COMPLETING THIS CHAPTER, YOU WILL BE ABLE TO:Discuss how personas and archetypes inform brand promises.Compare and contrast luxury, non-luxury, and mass brand promises.Assess how brand promises differ in socially responsible company...


Erin Cadigan

Erin Cadigan is a fashion design instructor at Pratt Institute in New York, USA, and runs a successful eco-friendly lifestyle company, THREE Erin Cadigan. Author affiliation details are correct at time of print publication.

Search for publications

Sourcing and Selecting Textiles for Fashion

Fairchild Publications, 2014

Book chapter

...Textiles are the base materials from which a fashion collection is created. Within the field of textile manufacturing there are five basic steps that all or most textiles will follow before being becoming available to market. The steps are:...

Sustainability Must Drive Design

The Dangers of Fashion : Towards Ethical and Sustainable Solutions

Bloomsbury Visual Arts, 2020

Book chapter

...The danger in fashion design lies in maintaining the status quo. Fashion is said to reflect the times, however, anticipating or predicting the future is more critical than ever due to the impact that current fashion is having...

Patagonia: Creative Sustainability Strategy for a Reluctant Fashion Brand

Fashion Business Cases : A Student Guide to Learning with Case Studies

Fairchild Books, 2021

Book chapter

...This business strategy case revolves around the marketing activities of the outdoor apparel brand Patagonia; specifically, the clothing product category. Patagonia was founded as a performance-wear brand designed for adventurous outdoors...
...Learning Objectives Upon completion of this case, students should be able to: Analyze and evaluate key concepts of sustainability, environmental and social responsibility and how these are enacted through Patagonia’s product development...