Innovation allows companies to improve their brand awareness. It allows them to stay in the competition while bringing satisfaction to consumers who are increasingly demanding. With this in mind, Patagonia, the Californian outdoor clothing manufacturer, is constantly innovating in the design of its products. The company is constantly offering new products in line with the latest trends. What are the challenges of product innovation for suppliers and brands? How has Patagonia managed to establish itself on the market? We provide you with all the answers to these questions in the following sections.

Product innovation: what is it?

Innovation is a key development factor for any company. In order to increase their notoriety and to become essential in their sector of activity, companies must constantly think about new services or improve existing products.

In other words, they must introduce products on the market that are easier to use and more powerful than previous versions. Of course, these will have to meet the needs of customers. This translates into three axes of innovation:

Improving what already exists: this means innovating by making improvements to a product that is already accessible. For example, a model of hiking jacket can benefit from the latest technologies and offer a more breathable fabric.
Invent: Here, it is more a question of creating a brand new product with very particular characteristics not found elsewhere.
Anticipate trends: this concerns customer requirements for example. The company must listen to its customers to identify their expectations in order to renew its range of products so that they can meet their demands in real time.

These innovations involve the creation of new designs and possible changes in goods or services. They thus include three different elements: the product itself, the packaging and the service.

The product itself: it accounts for only 10% of innovations.
The packaging: this concerns more the containers and the presentation of an existing product in a different form.
The service: this concerns the improvement of the offer and its quality. This is for example the case of the eco-responsible approach of the Patagonia range.

About Patagonia and its innovations

A successful company, Patagonia specializes in the creation of high quality outdoor clothing. It was founded in 1973 and was formerly known as Chouinard Equipment. Over the years, the Patagonia brand has evolved in this industry and has gradually established itself in slow fashion with its line of exceptional garments whose design is more environmentally friendly.

It has become one of the largest suppliers of sporting goods as well as hiking equipment and gear in America. For the design of eco-designed jackets and surf clothing, the brand now innovates by using only recycled materials or organic cotton.

Highly aware of environmental issues, Patagonia is also a pioneer in sustainable development. The company implements actions aimed at protecting the planet and does not hesitate to show its commitment to society and its social policy.

Its strategic choices perceived as contrary to the principles of good corporate management have not had a serious impact on its profitability. These include poor communication about the brand's products, voluntary reduction of the product range, abandonment of the piton market, etc. Yet the company continues to see its turnover increase and still reports steady growth in its yields. Why is this? What is the secret of Patagonia?

The development of Patagonia through product innovation

Patagonia is a successful company whose work since 1973 has been to improve the daily life of its customers by creating products that are as innovative as they are original. To achieve this, all the members of its team put all their energy at work to bring out a remarkable line of Patagonia clothing every year. These are made from quality materials that respect the environment.

The company stands out for its creativity and the quality of its outdoor clothing, its commitment to the protection of the planet and its interactions with the population. She is the author of many innovative products that revolutionize the world of outdoor clothing every time.

The famous R1 : iconic clothing of the brand

For the recently released improved version of this jacket, the brand played the continuity and decided to make some improvements to a best-seller that is more than 20 years old.

In addition to sports, Patagonia has also proven itself in the field of sleep. After 47 years of development, in 2017 it released a recycled down comforter, an item that is as useful as it is original, and which is fully in line with the brand's environmental policy.

Patagonia down

This famous goose feather comforter offers outstanding thermal efficiency. In addition, its ergonomic design eliminates the need for seams that prevent the penetration of fresh air. It also allows you to keep it in place, no matter what position you adopt while you sleep. Finally, because quality is at the heart of the brand's innovation and manufacturing ethics, Patagonia down is designed to last a long time.

Patagonia is a pioneer in many fields

However, Patagonia has not only innovated in terms of its products. In addition to its creations, the company has implemented the "Worn Wear", a new initiative with many benefits for the users of the brand.

This initiative is indeed an opportunity for them to buy second-hand Patagonia clothing, to exchange clothes for a credit for the purchase of a second-hand or new item (jacket, rain hood, Scottish bivouac bag, hats, gloves, etc.). They also have the opportunity to have their own clothing in poor condition repaired.

Also as part of this campaign, Patagonia has specially designed a truck equipped with industrial sewing machines to travel all over America and repair clothes. The goal is to further simplify the lives of its consumers.