Patagonia switched to organic cotton. Costing 3 times the price.
By George Barnett Reid 👀 · August 18, 2021 · Curated by George's Blog
Patagonia switched to organic cotton. Costing 3 times the price.
They sacrificed margin and decided not to charge more than $10 above the competition. But...
Customers reacted badly. Sales plummeted.
Customers didn’t understand the impact normal cotton had on the environment. So they weren’t prepared to spend more for something they didn’t care about or understand.
As an innovator, there is often an education gap. Between you and your customer.
You need to remove that gap.
Patagucci eventually did and they seem to be ticking along pretty well.
#itsalwaysdayone