Secondary Source Reports #2

Source 4: Labrague, Michelle. “Patagonia, A Case Study in the Historical Development of Slow Thinking.” Journal of Design History, vol. 30, no. 2, May 2017, pp. 175–91., doi:10.1093/jdh/epw050.

Thesis 4: “Slow design’s combining of design thinking and practice with activism and environmental concerns has roots in these previous developments. Design researcher Alistair Fuad-Luke has stated that ‘slow acts as a way of reframing eco and sustainable design’ within current design debates. Therefore, slow marks shifting values and meanings of sustainability and expands already existing histories. This article builds on Fuad-Luke’s argument by using slow as a framework for sustainability. Slow cultural practices are underpinned by an ethical outlook, which opens them to further exploration. (176)”

Restatement: As slow thinking shifts environmentalism and increases ways of thinking about sustainability, Patagonia’s catalogue is a prime example of how slow design can create conversations about the relationship between green thinking and commercialism.

Structure 4: The article is divided into three sections: analysis of Patagonia’s catalogue in relation to slow thinking, Patagonia’s relationship with fashion, and Patagonia’s design process as an ideological distribution network (177).

In the first section, Labrague dives into the history behind the brand’s logo and relates it to “deep green” movement, tying together the brand’s identity with slow thinking ideology as they expose their consumer to the beauty of nature. In the second, she states, “durability is prized and fashion is positioned as an entity separate from Patagonia performance-wear. (183)” Patagonia detaches itself from the fashion world by placing its garments’ utilitarianism above all and works to create a perfect product. The third section notes Patagonia’s asceticism and dedication to their ideology of reducing environmental impacts. It “betrays” deep green thinking by allow itself to coexist with nature rather than bending to nature’s will (187).

Strategies 4: How I viewed the three categories was: story, relation to modern examples, and ideologies. I enjoyed learning the history of Patagonia as well as the history in symbols behind their logo. This seems like a powerful hook that appeals to many people. The transition into “how does this relate to fashion” and design definitely would not have been as smooth without the previous section. I think I’d want to lead off my project with some interesting information about the brand before diving into their works and effects. This would allow the audience to get a quick grasp of Patagonia’s values.

Source 5: Dabija, Dan-Cristian. “Enhancing Green Loyalty towards Apparel Retail Stores: A Cross-Generational Analysis on an Emerging Market.” Journal of Open Innovation: Technology, Market, and Complexity, vol. 4, no. 1, Mar. 2018, p. 8. Springer Link, doi:10.1186/s40852-018-0090-7.

Thesis 5:

“In this context, consistent integration of good practices related to environmental protection and the preservation of resources with market-targeting and development strategies for the implementation of environmental protection measures, activities and actions within daily operations has become a pressing matter for modern companies. (2)”

In current times, environmentalism and sustainability practices are sought after qualities by consumers which forces companies to account for these issues in daily operations.

Structure 5:

The article is divided into a literature review and method analysis. In its lit. review, the piece talks about problem of wanting to be environmentally friendly and satisfying demand from consumers. Other issues raised are costs of production and reduction of financial income. It points towards several examples of fashion brands that have introduced green initiatives and analysis that shows that modern consumers tie brand loyalty with sustainability. They utilized thousands of surveys in order to conclude that the youngest generation of consumer care most about the green movement, Gen Xers less, and Baby Boomers only caring most about brands with clear missions tied to their practices.

Strategies 5:

  1. I enjoyed their use of generational theory in addressing how different generational groups of consumers approach the green movement.
  2. Their narrow scope on the market of Romania is an interesting approach.

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