How Patagonia Patches Together Loyalty

The Washington Post: “’If it’s broke, fix it!’ is a Patagonia company motto, and the company takes the motto seriously. It has operated a recycling and repair program, Worn Wear, in various permutations since 2005. In its Reno, Nev., service center, Patagonia operates the country’s largest outdoor gear-repair shop. During the 2017 fiscal year, it made 50,295 clothing repairs.”

“Fourteen employees are deployed to replace zippers, which accounted for 30,000 of last year’s repairs … Stores send up to 600 items a week. Others are mailed directly by customers. The company receives items that have been chewed by dogs (dogs have a thing about the plastic snaps at the back of ball caps, it turns out), faded by sunlight, burned by campfires and ripped by sharp rocks or sticks. Even after years of wear, garments get fixed, no questions asked. Items have been returned that are nearly a half-century old, dating to the infancy of the company founded by Yvon Chouinard in the mid-1970s.”

“Patagonia also has a small fleet of repair rigs that travel to dozens of college campuses and ski resorts, advertising these excursions much like band tours. Patagonia staffers offer to make free repairs (even to non-Patagonia items) and teach students and skiers how to make their own fixes. In addition to putting on learn-to-sew clinics, staffers organize events where students learn how to repair an item and then get to keep it for free. They also promote campus clothing swaps … If items returned by customers are too damaged to be resold, they are designated for reuse. Patagonia works with several entrepreneurs who ‘upcycle’ old garments into purses, scarves or other items.”

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Social Media & The Old College Try

The New York Times: “As students return to campuses, they’re constantly checking their Instagram, Snapchat and other social media accounts — so companies are turning to many of them to promote products right alongside photos of family, friends and the new puppy. For busy students, it is an easy, low-pressure way to make extra money or get free products. For marketers, it is a simple way to reach young people — a supplement to their other social media efforts, including hiring full-time promoters.”

“Though there are no comprehensive data for how many college students promote brands online, interviews with university officials, marketing consultants, brand representatives and students make it clear that the social media platform is big business on campus. Many of the deals are for Instagram posts, but some brands also have students posting on other services, like Twitter and Facebook.”

“On the Victoria’s Secret website, you can search for the names of its representatives at 100 campuses, in schools from Columbia University to Grand Valley State University. At Virginia Tech, as many as 1,000 of the 30,000 undergrads are being paid to promote products as varied as mascara and storage bins … Under Federal Trade Commission rules, people using their personal social media accounts to advertise products are supposed to disclose on their accounts the brands they represent … But these guidelines are often ignored. In April 2017, the trade commission sent more than 90 letters to influencers and brands reminding them of the guidelines.”

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FAO Flagship To Return to NYC

The Wall Street Journal: “A dominant presence in Midtown Manhattan for decades before its closure in 2015, FAO Schwarz is coming to life again with a new, 20,000-square-foot Rockefeller Center location, set to open in November. ThreeSixty Group Inc., a California-based firm, acquired the retail brand from Toys ‘R’ Us in October 2016 for an undisclosed price … But in an era when bricks-and-mortar retailers struggle to stay competitive as consumers increasingly go online for their shopping needs, FAO is making its Rockefeller Center location as much about the experience as the buying.”

“That means the store won’t just be staffed with traditional sales clerks, but also product demonstrators, magicians and men and women playing various costumed roles, including toy soldiers … the company is going so far as to hold auditions, rather than just the standard interviews, for retail staff.”

“Ultimately, ThreeSixty Brands may not be looking to make a profit on the Rockefeller Center store so much as use it to promote the FAO name, said Jed Wexler, a retail expert who runs 818 Agency, a New York firm. ‘It feels like an advertising play,’ he said. In any case, the New York store, which will be considered the FAO flagship, is part of a larger push. ThreeSixty Brands is also launching a smaller store at LaGuardia Airport this fall and one in China in 2019.”

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Applestone ‘Butchers’ The Vending Machine

Quartz: “It’s midnight and you need a steak. What do you do? If you live near Stone Ridge or Accord, New York, you just head to the nearest Applestone Meat Co. 24-hour butcher shop. You won’t find a bleary-eyed staff of overnight shifters working though. A row of vending machines, organized by type of meat—beef, pork, lamb, sausages, and ground meat—stand ready, stocked with steaks, chops, and burgers-to-be.”

“Applestone … envisioned the system as way to reach more customers, and make the shopping process more seamless. It’s more for busy families, less about the ability to get grass-fed burgers in the middle of the night—though that would be an excellent use of them, as well … That said, anyone who wants a smile with their ribeye can purchase meat from a customer service window at the Stone Ridge store from 11am to 6pm daily. Customer service, it turns out, isn’t totally dead.”

“Vending machines are a national obsession in Japan, where they sell pretty much everything imaginable, and ramen dispensers popped up in San Francisco earlier this year. And the French have oyster vending machines.”

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Wigle Room: ‘Terroirist’ Whiskey

The New York Times: Wigle Whiskey is “a craft distillery with a reputation for off-the-wall experimentation. On a recent afternoon, Meredith Meyer Grelli, one of its owners, showed off its latest offering: three small flasks of rye whiskey, identical save for the words Saskatchewan, Minnesota or Pennsylvania — the sources of the grain used to make it.”

“Other than the grains, each whiskey is made the same way. And yet each tastes subtly different: The Saskatchewan whiskey is smooth and nutty, the Minnesota a bit earthy, the Pennsylvania fiery and fruity. Initial chemical analysis, Ms. Grelli said, supports those impressions: The Pennsylvania rye, for example, had elevated levels of ethyl acetate, which imparts flavors like pear and bananas. Those differences, Ms. Grelli said, indicate that spirits like whiskey can have something that the distilling world has long dismissed: a sense of place, drawn from the soil and climate where the grains grow and the whiskey is made — in other words, terroir.”

“Wigle’s whiskey trio, called the Terroir Project, goes on sale this fall in select markets and is among the first in a wave of place-specific spirits — whiskey, vodka, rum and others — coming out over the next few years. The producers range from small, regional distillers to global names like Belvedere, the Polish vodka owned by LVMH Moët Hennessy Louis Vuitton. The new spirits are part of an international movement by distillers, plant breeders and academic researchers to return distilling to what they see as its locally grounded, agricultural roots.”

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Puy du Fou: Something to ‘Crow’ About

The New York Times: “Puy du Fou, a historical theme park in the Loire region about four hours from Paris, has trained six crows to pick up cigarette butts and bits of trash and dump them in a box … The theme park’s owners would rather have humans properly dispose of their own candy wrappers and cigarettes. The crows are part of an educational campaign to prompt the ecologically minded to take their rubbish with them. ‘We want to educate people not to throw their garbage on the ground,’ said Nicolas de Villiers, the president of Puy du Fou.”

“Christophe Gaborit, who manages the theme park’s Academy of Falconry, trained the six rooks, which are members of the crow family and were raised at Puy du Fou, the second-largest theme park in France. (Disneyland Paris is No. 1.) … Each morning, he brings his crows and a set of wooden boxes to the park’s entrance so visitors can see the feathered creatures in action, Mr. de Villiers said. The crow’s task is simple. Each box has two compartments, and when a crow deposits a piece of paper or trash in a slot, a drawer is opened to reveal a treat — bird food, mostly.”

“But while it may seem like work to humans, the birds are at play. Crows are intelligent and need mental puzzles to stay alert and well adjusted, said John Marzluff, a professor of wildlife science at the University of Washington … the experiment at Puy du Fou raises the question: Could Mr. de Villiers’s staff of 40 falconers teach pigeons to tidy up Paris and New York? No, he said. ‘Pigeons are not very smart’.”

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The A5 Ozaki: Lunch as $180 Sandwich Caper

Jason Gay: A $180 steak sandwich is an indefensible purchase. It is a foodstuff strictly for vulgarians, a decadent symbol of 21st-century gluttony and the over-luxurification of everything. To buy it is to wallow in one’s privilege, one’s shameless indifference to the plight of humankind. Other than that, it’s pretty tasty … This $180 Katsu sandwich can be found in lower Manhattan, around the corner from Wall Street, at a hole-in-the-wall establishment called Don Wagyu. Don Wagyu is a spartan place with a small bar counter, a partly-open kitchen and a half-dozen stools. It is visible from the outside thanks to a red neon sign of a cow smoking a cigarette, a nod to the vaguely-illicit goings-on inside.”

“How could a sandwich cost as much as a plane ticket to Florida? This is, after all, the type of thing that makes the rest of the planet think New Yorkers are out of their minds. Was the $180 sandwich (aka the A5 Ozaki) a legitimate food experience or some kind of commentary on late-stage capitalism? … Ordering the A5 Ozaki is not a showy experience. The lights do not dim, the kitchen does not clap; it does not require much more of a wait than a turkey club at a diner. A slice of beef is encrusted with panko, fried, placed on toasted white bread and served quartered, like a preschooler’s PB&J. Nori-sprinkled french fries and a pickle spear are the only accompaniments.”

“But the A5 Ozaki was light and buttery to the point of being almost ethereal, as if the sandwich knew the pressure of delivering on its comical price. Which, of course, it does not. There is no sandwich that is possibly worth $180. But that’s the thrill (and the crime) of extravagance, is it not? Eating this thing felt right and completely wrong—more like a caper than a lunch.”

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Branching Out: Former Banks = Cool Stores

The New York Times: “Former bank branches have been reincarnated as pizza parlors, fast-food outlets, health care sites, massage chains, credit unions, educational institutions, churches and mobile phone stores. Some serve as locations for Starbucks, CityMD Urgent Care, CVS and other chains.”

“Attributes that were attractive to banks in the first place are now selling points for the converted properties. Many occupy corner locations on busy streets with heavy retail traffic. The buildings are often free-standing and well maintained, with sturdy brick construction. Depending on municipal zoning restrictions, canopied drive-throughs can be converted to other uses, such as fast-food pickup, side entrances or patios.”

“Part of an Apple Bank in Manhattan was converted to condos in 2006, and CVS moved into at least two banks in New York with high ceilings and marble columns … In the small tourist community of Lake Tomahawk, Wis., Tina Rydzik saw a marketing opportunity after she found it impossible to remove the vault from a former bank she took over and converted into a pizza house. She christened the enterprise Pizza Vault, and named nearly all the entrees after famous bank robbers.”

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Canada Dry: A Promise Uprooted

The Washington Post: “Julie Fletcher filed a federal lawsuit against the owners of Canada Dry ginger ale alleging the beverage does not contain ginger, the Buffalo News reports. Canada Dry’s listed ingredients are carbonated water, high fructose corn syrup, citric acid, sodium benzoate, natural flavors and caramel colors … It’s not the first lawsuit to hold the ginger ale company to task for its ingredient list.”

“Law 360 reported that a similar suit in Missouri against Dr Pepper Snapple Group Inc., which produces Canada Dry, was dismissed in June. In that suit, lab tests revealed that the beverage did not contain ginger. But the company argued that ginger is used to make the ‘natural flavoring’ in the drink and contested the methodology of the lab test.”

“As for Fletcher, the Buffalo News says that one factor in her confusion about the product was a 2011 commercial where a hunky ‘ginger farmer’ pulled a root out of the ground — and was pulled up through a woman’s cooler of Canada Dry. Which, to clear up any confusion for future litigation, is physically impossible.”

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16 Handles: Frozen Yogurt Gone Wild

The Wall Street Journal: “At the New York-based frozen-yogurt chain 16 Handles, the main draw has always been the self-serve aspect: Customers are free to mix and match flavors and toppings at will, paying a per-ounce price, varying by store, for their creations. But this summer, patrons at the 10-year-old chain’s East Village location may be surprised to find a soft-serve machine positioned behind the counter. It is reserved for a special new line of frozen treats, dubbed Sugalips, that employees are charged with making.”

“Included in the offerings: an outer space-inspired Galaxy Cone, priced at $8.95, that combines frozen yogurt, cotton candy and rock candy, a colorful dessert designed with the food-on-social-media era in mind … it comes as 16 Handles has seen its same-store sales decline in each of the past three years, following an initial period of consistent growth.”

“For starters, the concept of self-serve frozen yogurt is no longer seen as novel. But even more important: Frozen yogurt isn’t the trendy dessert it once was. Artisan ice-cream companies, offering a wave of creative and even vegan flavors, are commanding increased attention. So, too, are makers of multicultural frozen treats, such as Thai-style rolled ice cream … While such changes might help bring frozen-yogurt chains a broader clientele, experts warn there is a risk of alienating the regular customer base if a company goes too far.”

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