Supplement | HBS Case Collection | January 2014

Patagonia (B)

by Forest Reinhardt, Ramon Casadesus-Masanell and Lauren Barley


Patagonia produces high-quality environmentally friendly garments that command significant price premiums. In Spring 2010, Patagonia rolled out a new, radical environmental initiative called "Product Lifecycle Initiative" (PLI), which was committed to lengthening the lifecycle of each product and reducing landfill waste. This case provides an update on Patagonia's PLI as well as on other company environmental and social commitments.

Keywords: corporate strategy; environmental management; business models; beliefs; product differentiation; Product lines; Yvon Chouinard; Rose Marcario; retailing; corporate social responsibility; apparel manufacturing; Strategy; Apparel and Accessories Industry; United States;


Reinhardt, Forest, Ramon Casadesus-Masanell, and Lauren Barley. "Patagonia (B)." Harvard Business School Supplement 714-465, February 2014.