Image: Coffee and a notebook at the Café de Flore, Paris
“This afternoon I’m upstairs at the Flore, near the window; I can see the wet street, the plane trees swaying in the sharp wind; there are a lot of people, and downstairs there’s a great hubbub.” ~Simone de Beauvoir
It really is quite blustery out, but the first floor (the French second floor) is cozy and quiet.
Image: two books, a Paris map book and a guide to the literary cafés of Paris
Doing some background reading and other research in preparation for an upcoming holiday. Pictured above: the latest Michelin Paris par Arrondissment and Noël Riley Fitch’s Literary Cafés of Paris.
Image source: Pexels
Et voilà, I am pleased to announce a new publication: “Stories We Wear: Promoting Sustainability Practices with the Case of Patagonia.” My team and I examined the consumer-submitted stories of well-loved and repaired Patagonia brand apparel on the Worn Wear marketing campaign’s blog. Our findings include discussion of sustainability, brand attachment, and consumer-object relations theory in connection to apparel.
Abstract:
The purpose of this study was to explore why consumers wear and repair Patagonia brand apparel, thus extending the lifespan of the apparel beyond a typical period of consumption. Using a qualitative case study, we examined Patagonia’s “Stories We Wear” blog posts from 2015 to 2017. Six emergent themes were identified as consumers’ motivation to engage in sustainability practices of repairing and extending the use of Patagonia brand apparel. The findings indicate that the blog posts (a) supported brand attachment and (b) enhanced our understanding of consumer–object relations with apparel items. Recommendations for future research and businesses seeking to expand sustainability practices are provided.