Sourcing Journal

01 July 2013

Every year retailers spend millions of dollars on advertising, encouraging consumers to spend more. Meanwhile, Patagonia--an exceptionally profitable retailer--drives sales by telling consumers not to spend. Michael Dart, head of Kurt Salmon’s Private Equity and Strategy Practice and co-author of “The New Rules of Retail,” describes why the anti-consumption approach pays off for Patagonia. “In The New Rules of Retail, Robin Lewis and I detail the concept of neurological connectivity …”

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