Patagonia spends only 0.5% of its total sales on advertising
Yvon Chouinard · Patagonia: Yvon Chouinard (2016) · Dec 25, 2017 · at 10:26
Patagonia founder Yvon Chouinard explains how the outdoor apparel brand avoids artificial demand generation to manage slow, sustainable growth.
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“We, in fact, our advertising budget is one half of one percent of sales, and so I wait for the customer to tell us how much to make.”
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