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Patagonia巴塔哥尼亚，始于1975年，国际顶级户外品牌，被誉为户外品牌中的Gucci，全球功能与生活方式服饰的设计和营销的全球领导者

巴塔哥尼亚，世界上户外品牌，是美国户外品牌中的Gucci。

30多年来，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Yvon Chouinard，初期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。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。

对于中国市场的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关注的就是顾客的利益。

Patagonia Patagonia, started in 1975, is a top international outdoor brand, known as Gucci in outdoor brands. Patagonia, a global leader in design and marketing of functional and lifestyle clothing, is an outdoor brand in the world and Gucci in American outdoor brands. For more than 30 years, Patagonia has always seemed to serve only outdoor enthusiasts and mountaineers, and its outstanding feature is exquisite detail design. Patagonia was founded in 1975 by a blacksmith named Yvon Chouinard. At the beginning, he made his own climbing equipment to sell in youxianmeidi cliff, and then went back to Los Angeles to surf. Clothing was purchased from England and branded with rugby jerseys. Later, it began its own clothing processing in the local fire station office building. Patagonia for the Chinese market has been very low-key. 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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