I was just reading about one of the more arresting corporate initiatives of the past year — the “Common Thread Initiative” from outdoor/adventure apparel company Patagonia.
“Common Thread” was a campaign to encourage Patagonia’s customers to re-consider their consumption habits. What was most unusual about it was that Patagonia most strongly encouraging its customers to reduce its consumption of the company’s own products. (Not to mention providing them with the tools to do so.)
The campaign resulted in this buzzed-about advertisement in The New York Times right at the start of the holiday season.
Note the careful itemization of the jacket’s environmental cost — enough water to supply 45 people for a day, 20 pounds of carbon dioxide, etc. While there’s a few dollops of product puffery — the jacket advertised is said to be “sewn to high standard” and “exceptionally durable, so you won’t have to to replace it as often” — the message is clear and sincere. You may not need what we make. Before you buy, be sure you do.
It is a brave and beautiful thing to lead a business that supports your most deeply-held values. Even better when those values are felt strongly and rewarded by your customers.
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Anyway, this should be food for thought for anyone in our (very highly resource-intensive) industry.
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Ready to Relocate? Wilkerson Makes Your Move Seamless
When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time.
"We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them.
Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."
