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巴塔哥尼亚，世界上真正的顶级户外奢侈品牌，全球功能与生活方式服饰的设计和营销的全球领导者，是美国户外品牌中的Gucci，裁剪和做工堪称完美。

30多年来，Patagonia公司一直在引领着环境意识型和创新式户外功能产品以及制造技术的开发，作为全球第一流的户外装备生产商，Patagonia从来似乎都只为那些户外狂热的爱好者和登山家服务，其突出特点为精湛的细节设计。

PATAGONIA始创于1975年，创始人是个铁匠，名叫YvonChouinard，最早自己制造攀岩器材到优仙美地岩壁去销售，然后回到洛山矶冲浪。最早的服装是从英格兰采购的榄球衫贴牌而来，后来就在当地的消防站办公楼内开始了自有的服装加工。

PATAGONIA全球有员工1000多名，总部洛山矶有300多名。因PATAGONIA公司注意发挥员工的创造力，已及让员工拥有更多的自由度，还为女职工建造幼儿园，使得PATAGONIA公司被评选为全美最受雇员喜欢的公司第14名。

PATAGONIA公司非常注重环境保护与资源节约，总部所有的电力均来自室外大片的太阳能电池板。在全球率先为自己征收地球税，即PATAGONIA把在全球各地的销售额的1%用于当地的地球保护。迄今PATAGONIA已捐出了4仟多万美元的“地球税”，在资源节约方面。PATAGONIA早美国发起资源再生的号召，把上千吨的可乐瓶回收制造新材料服装，同时又提出反对使用会使土地恶化让人致癌的化肥和农药。PATAGONIA所用的棉花均是天然无害的绿色生态棉，正因PATAGONIA积极倡导环保绿色的理念，使得包括美国总统克林顿在内的政治家和演艺明星均以拥有PATAGONIA服装为荣。

PATAGONIA一直以设计见长，PATAGONIA的产品目录、宣传册、平面广告设计囊括了近十年的设计金银奖。PATAGONIA公司以原木为主的内部装潢也别具一格。PATAGONIA拥有一个非常优秀的服装设计团队。设计师ERICRICE主力设计运动滑雪类服装，JULIE是布料及色彩设计师，从著名的设计学院毕业后三年前来到PATAGONIA，她说她要非常努力地工作才能跟上PATAGONIA的发展，KALL是女装运动系列设计师，CHRIS是专门负责面料研发测试的工程师，她的工作是测试防水面料的防水线缝和拉链防水测试，棉制品检测不含杀虫剂、化学肥料，环保回收材料的再生后对人体无害，对过敏体质人群的无过敏反应，儿童产品还要安全测试，还有一系列面料特性测试，抓绒面料防起球测试，抗风性测试，尼龙面料防撕裂测试，各种面料的色牢度及一致性测试，耐用性测试，所有新的材料只用通过各项测试后才能被PATAGONIA的服装使用，所以PATAGONIA在用新材料是一直很慎重。

对于中国市场一个快速发展的PATAGONIA一直很低调。PATAGONIA国际销售总裁BK这样说：PATAGONIA是一个私人独资企业，PATAGONIA不会上市，不会融资，每年会控制公司成长速度不要太快，我们要确定每件都能做好再发展。我们很关注中国市场，但我们会很慎重地选择合作目标，PATAGONIA不与代理商合作，PATAGONIA会直接与零售商共同维护好PATAGONIA的品牌及顾客服务。PATAGONIA会以全球差不多的零售价在中国销售，而不会把在中国这个尚不成熟的市场内大捞利润，因为PATAGONIA最关注的就是顾客的利益。

Patagonia, the real top outdoor luxury brand in the world, the global leader in the design and marketing of functional and lifestyle clothing, is the Gucci of American outdoor brands, with perfect tailoring and workmanship. For more than 30 years, Patagonia has been leading the development of environmentally conscious and innovative outdoor functional products and manufacturing technologies. As the world's first-class outdoor equipment manufacturer, Patagonia has always seemed to only serve outdoor enthusiasts and mountaineers, with its outstanding feature of exquisite detail design. Patagonia was founded in 1975 by a blacksmith named Yvon Chouinard. He first made climbing equipment for sale in youxianmeidi cliff, and then went back to Los Angeles to surf. The first clothing was purchased from England with the brand of rugby shirt, and then started its own clothing processing in the local fire station office building. Patagonia has more than 1000 employees around the world and more than 300 headquarters in Los Angeles. Because Patagonia pays attention to the creativity of its employees, has given them more freedom, and has built kindergartens for female employees, making Patagonia the 14th most popular company in the United States. Patagonia attaches great importance to environmental protection and resource conservation. All the power of the headquarters comes from large outdoor solar panels. Take the lead in collecting earth tax for itself in the world, that is, Patagonia spends 1% of its global sales on local earth protection. Patagonia has so far contributed more than $40 million in "earth taxes" on resource conservation. Patagonia launched a call for resource regeneration earlier in the United States, recycling thousands of tons of Coke bottles to make new materials and clothing, and at the same time, it proposed to oppose the use of chemical fertilizers and pesticides that will worsen the land and cause cancer. The cotton used by Patagonia is natural and harmless green ecological cotton. Because Patagonia actively advocates the concept of environmental protection and green, politicians and performance stars, including President Clinton of the United States, are proud to own Patagonia clothing. Patagonia has always been good at design. Patagonia's product catalog, brochures and graphic advertising design have won the gold and silver award for design in the past decade. Patagonia's wood based interior decoration is also unique. Patagonia has a very good fashion design team. Eric, the designer, mainly designs sports skiing clothing. Julie is a fabric and color designer. She came to Patagonia three years ago after graduation from the famous design institute. She said that she had to work very hard to keep up with Patagonia's development. Kall is a designer of women's sports series. Chris is an Engineer specially responsible for fabric R & D and testing. Her job is to test the waterproof thread of waterproof fabric The waterproof test of sewing and zipper, the detection of cotton products do not contain pesticides and chemical fertilizers, the regeneration of environmental protection recycling materials is harmless to human body, no allergic reaction to people with allergic constitution, children's products also need safety test, there are a series of fabric characteristics test, anti pilling test of fleece fabric, wind resistance test, anti tearing test of nylon fabric, color fastness and consistency of various fabrics Testing, durability testing, all new materials can only be used by Patagonia's clothing after passing various tests, so Patagonia has been very cautious in using new materials. Patagonia, a fast-growing market in China, has been keeping a low profile. BK, President of Patagonia international sales, said: Patagonia is a private-owned enterprise, Patagonia will not be listed, will not finance, and will control the company's growth rate not too fast every year. We need to make sure that everything can be well developed again. We are very concerned about the Chinese market, but we will be very careful to choose the target of cooperation. Patagonia will not cooperate with agents, and Patagonia will directly work with retailers to maintain Patagonia's brand and customer service. Patagonia will sell in China at the same global retail price, rather than make a profit in China, an immature market, because Patagonia focuses on the interests of customers.

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