Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Patagonia Priced Its Way to a Billion-Dollar Purpose Brand
Lucas and Luna break down how Patagonia uses a radical 'cost-plus' pricing model that funds environmental activism and still generates double-digit revenue growth. They trace the company's journey from a 1970s climbing hardware shop to a billion-dollar brand that actually raised prices after Black Friday to discourage consumption. Specific numbers include how Patagonia's 1% for the Planet commitment built pricing power through trust, and why its 2022 decision to transfer ownership to a trust was the ultimate pricing statement. The episode also covers the tension between…
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