Having evolved from a small name that focused on making tools for climbers, Patagonia is not your average retail company, and neither is its website. At a glance, the site looks more like a YouTube channel than a retail experience. While a link to “Shop the Collection” can be found on the last option of its main scroll menu, visitors have to pass a link to watch the movie Takayna and a link to watch the trailer for Blue Heart, both presented by Patagonia. As noted online, its mission statement is to “Build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis.”

Whether promoting the fight for an ancient rainforest in Tasmania or promoting its latest daypacks, the brand offers a multi-dimensional online experience. From listing film tour dates and adding a button to sign the related petition to showing a series of moving graphics that effectively communicate the environmental benefits to buying its Arbor Pack, Patagonia is all about providing layers—online and offline.

Shoppers can spend time exploring the “Inside Patagonia” tab on its homepage and catching up on the brand’s blog, The Cleanest Line. By clicking on the top tab, customers are encouraged to search and shop by sport: climbing, ski/ snowboarding, surfing, fly-fishing, trail running, and mountain biking. Displaying more than a simple product line-up to compare and cart, each label leads to a media mix, including articles, pictures, videos, GIFs, social media links, and more. Meet brand ambassadors, watch athletes in action, review DIY repair tips, order a book, and shop the collection.

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