ing an international presence in Japan and China (L. L. Bean, Inc., n.d.). L.L. is trying to encourage people to go outside more often, no matter what their outdoor activity skill level is. They are successfully implementing this message through a strategic communication campaign called, “Be an Outsider at Work.” This campaign shifts the brand image toward focusing on targeting more leisurely outdoor activity and recreation. “L.L. Bean’s “Be an Outsider at Work” Campaign, is an aim to shift the company’s marketing strategy from the adventurous outdoor lifestyle to the everyday outdoor lifestyle. This campaign was created in an effort to in an reach a broader audience and change the way we think about what getting outside means” (Brown, 2018) L.L. bean has faced controversy when one the board of director’s political views were revealed as contradictory to the organization’s efforts. In an article by the New York Times, “The company was already facing a boycott from liberal customers after reports that Linda Bean, a granddaughter of the company’s founder, had donated thousands of dollars to a political action committee that supported Mr. Trump’s presidential campaign. (Victor, 2018).

SWOT Analysis

Conclusion – Patagonia’s primary issue is maintaining the brand’s ethical clothing production behaviors as the company begins to develop and grow into a larger organization. As the demand for Patagonia clothing increases and the company begins to expand, the organization will have difficulty maintaining their current small business mentality. Although Patagonia’s company issues reflect struggles with maintaining ethical business operation, our research objective is to identify to what extent consumers are actually influenced by ethical clothing production and business operations. In our analysis, we identified that it is unclear if individuals would not purchase Patagonia’s products if the company did not adamantly function as they do currently. We hope to acquire primary research from Patagonia consumers in order to answer the following question: To what extent do consumers actually consider ethical business operations and clothing production when they purchase the clothes they desire?

Throughout the primary research process, we will utilize focus groups and in-depth interviews of Patagonia Clothing buyers to determine consumer’s overall knowledge of Patagonia’s ethical business operations and d